Download - Pengantar Iklan Radio
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Pengantar
IKLAN RADIO@ganjarruntiko
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commons.wikimedia.org
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PENDAHULUAN
• Radio merupakan media yang memilikiJANGKAUAN SELEKTIF terhadap segmenpasar tertentu
• Di Indonesia yang wilayahnya sangat luas,radio telah menjawab KEBUTUHAN akankomunikasi yang dapat memacu perubahanmasyarakat
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PENDAHULUAN
• Radio merupakan MEDIA AUDITIF yangbersifat atraktif : memperdengarkan suaramanusia untuk mengutarakan sesuatu
• Iklan di radio harus memperhatikankarakteristik tersebut dalamPERENCANAANNYA
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DEFINISI
• Penyiaran merupakan PANCARANmelalui ruang angkasa oleh SUMBER
FREKUENSI dengan sinyal yang mampuDITERIMA di telinga atau didengar dan
dilihat oleh publik
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Sejarah Radio
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commons.wikimedia.org
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www.scifun.ed.ac.uk
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en.wikipedia.org
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www.lecad.fs.uni-lj.si
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www.docstoc.com
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Foto: upload.wikimedia.org
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flickr.com/lhoracek
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world.std.com
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MENGAPARADIO TETAPSURVIVE ?
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BIAYA MURAH
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AKSES CEPAT
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MENJANGKAU
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Foto: electronicgospel.comFoto: electronicgospel.com
OLAH ISU
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PORTABEL
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BERAGAM
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LOKAL
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HARGAMURAH
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KARAKTERISTIK
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RadioRadio1 2
3
The speed ofradio
Auditif
Radio makespictures
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Simplicity ofradio
Radioreceiver isportableRadio does
not needelectricpowersupply
Selectivity
Flexibility
Radio isinexpensive
One doesnot have tobe literate tolisten toradio
Radio is thebest medium /source of newsandentertainment
Integratedpromotion
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Transferringstory from
TV
Economical
Reachingprospectivecustomers
Reachingsegmentedaudiences
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StrengthsStrengths
OpportunitiesOpportunities ThreatsThreats
SW
OT
WeaknessesWeaknesses
SWOT Analysis of Radio
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S WO T
STRENGTHS• Radio listenership HAVE
CHANGED considerably• The advertiser are
WELCOMING THEOPPORTUNITY
• Radio is considered as a BACKGROUND MEDIUM• Radio also reaches to UNEDUCATED village folk
who do not read print publication• Radio is the LEAST COST medium• Radio is COMPLEMENT to another media
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S WO T
WEAKNESSES• Fragmented audience• No proper research
available• Short commercial
• Increase in listenership numbers but no increase inad revenue
• Lack of pictures• Local area service• Difficult monitored
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S WO T
OPPORTUNITIES• Launching a radio
station with 24-hoursnews channel
• Tie-ups withtransportation authority
• The new radio stations which will come in futurecan have venture with the college or universitycampuses.
• With the coming of many more new players in theradio industry, each channels can positionthemselves quite different from others
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S WO T
THREATS• The biggest threat to
radio industry players is
• Short commercial
• More number of stations and then competition willalso increase
• No particular differentation in the music so, thereis a fear of losing brand loyalty
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4
Murah (biaya produksi & placement)1
2
3
5
Ketajaman penetrasi (sinyal kuat)
Waktu transmisi tidak terbatas (24 jam)
Bisa bercerita
Imajinatif (theatre of mind)
Kenapa Iklan Radio?
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Kenapa Iklan Radio?
Tidak memerlukan perhatianterfokus.
Bersifat mobile (bisa dibawa kemana saja.
Pengganti televisi (ketika tidakbisa nonton TV).
Teman setia (biasanya untukmengusir galau/sepi).
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Media intrusif(efektif
memutuskan,menyela info
baru)
Bukan mediamusiman(memiliki
pendengar tanpaterpengaruh
musim)
Kenapa Iklan Radio?
Sub-urbancoverage
(jangkauan yangtidak terjangkauTV, media cetak)
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• Siapa target audience-nya?• Di stasiun radio mana
iklannya di pasang?• Berapa durasinya?• Budgetnya berapa?
PERHATIAN!!
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KIAT Radio Ads
Buatlah pendengardapat “melihat”
yang disampaikanoleh pengiklan
Hendaknyamenggunakan kata-
kata yang biasadigunakan dalamkehidupan sehari-
hari
Hindari penggunaankata-kata yang dapatmengakibatkan salah
dengar / salah arti
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Description of thecontents
Description of thecontents
Description of thecontents
Description of thecontents
KIAT Radio Ads
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ThemeGallery is a DesignDigital Content & Contentsmall developed by GuildDesign Inc.
ThemeGallery is a DesignDigital Content & Contentsmall developed by GuildDesign Inc.
ThemeGallery is a DesignDigital Content & Contentsmall developed by GuildDesign Inc.
KIAT Radio Ads
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ReadsNewspaperto catchup onhappenings
Listens toRadio fornews updatesEntertainment
Gets alerts forbreaking news,stock prics onMobile
Logs on toInternet forfollow-up stories
Reads more
TV TimeUses Radio
for entertaininghimself
Radio FindsAudience inHousewives;
Youth;
Traders/ Shopowners
Day In Lifeof Audience
RadioTime
RadioWorksThe MostDuringPurchaseHours
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NESCAFE ORIGINALSay Good Morning to a good day ahead!!
BackgroundNescafe Original had always beenknown as “the taste that gets youstarted” and therefore the brandwanted to associate with ‘The Mix’Network Breakfast Shows toestablish its “Getting you started“message routed deeper in the mindsof the consumers
Why Radio?Mornings are a 2 switch deal – Onefor the Radio and one for the kettle,therefore giving a very apt platformfor the brand. Connecting with peoplein the morning gave greaterprobability of their staying with us,the station and the brand, for mostpart of the day. Further, messages atthe key consumption times increasedthe brand resonance
• ImplementationCredits every 15 minutes within thebreakfast show delivered continuouscommunication of the “get started”message whilst promoting theconsumption at a key time. Montageof the morning show coupled with“Nescafe - keeping you going” trailsfeatured across the day. Also, “RudeAwakenings'” and “Love themornings” promotions featured theinteractions with listeners in theirhomes to further drive home themessage.
ResultsA study of listeners andrecognizers revealed that theyfound Nescafe Original was abrand you heard quite a lot aboutand things going for them…Giving the brand salience a fivefold jump in the subsequentbrand track study
“…The strategic fit between NescafeOriginal and the sponsorship of ‘The Mix’breakfast show has always been clear.What continues to impress me is how theactivity has evolved and been leveragedon an ongoing basis to add real value…”
Katie Graystone, Senior MediaController, Nestle Fairfield
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CLEARASIL ‘Zits-Hits’Hitting Off with the audience
BackgroundEven though Clearasil is one ofthe oldest brands and there is highIncidence of pimple suffering in out TG,Less than 50% of sufferers ever use aproblem specific product. They set anambitious goal to achieve MS of 21%and increase trials among TG
Why Radio?Radio connects with teen’s skincareconcerns when used in a fresh,innovative and lighthearted manner.Provide a media presence in a relevantand affordable medium, at a time whenteens were conscious of their appearancein the Back to School period. Its also anacknowledgement that Teens mediahabits extend way beyond the traditionaluse of TV
ImplementationA promotional campaign, keeping inmind the teen’s love for music, wasexecuted which included an onlineelement and included the brandproposition of humor, honesty andrelevance. Understanding of TG mediausage was used to schedule spots duringbreakfast, drive and evening day parts.After a lot of thought, Clearasil’s Zit Hitspromotion – “Win a brand at yourSchool” was born.
ResultsThe completion of thecampaign saw a jump of marketShare from 18.6% in January2002 to 21.6% in March of thesame year!! Clearasil’s Nationalunit sales increased by awhooping 15%
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Thank You!@ganjarruntiko