Periklanan Komunikasi Pemasaran Terpadu

Rp 102.000

SKU: 29509110273 Kategori: Divisi Kencana, Komunikasi

Deskripsi

Komunikasi telah memupus batasan geografis dan menjadikan seluruh titik dunia ini pada saling terhubung. Lompatan dan revolusi teknologi telah membawa perubahan besar dalam berbagai hal, terutama pemasaran. Jika di masa lalu pemasaran dan promosi berjalan sendiri-sendiri, sekarang semakin banyak perusahaan besar menyatukan pemasaran dan promosi ke dalam sebuah saluran komunkasi terpadu. hala tersebut dimaksud agar produk yang dilempar ke pasar bukan saja bertindak sebagai sarana membangun hubungan yang erat dan jika memungkinkan, emosional dengan para pelanggan dan para supplier, juga sebagai sarana mengukuhkan citra merek dan perusahaan itu sendiri.

Informasi Tambahan

Berat	370 gram
Jilid	Perfect Bending
Cetakan	5, Mei 2019
ISBN	978-602-8730-18-1
Halaman	406 hlm
Jenis Cover	Art Carton
Kertas Isi	Book Paper
Pengarang	Morissan
Tahun Terbit	2010

BAB 1 KOMUNIKASI PEMASARAN TERPADU 1

Pendahuluan...............................................................................1

Pengertian Pemasaran.................................................................2

Relationship Marketing.................................................................... 4

Bauran Pemasaran........................................................................... 5

Komunikasi Pemasaran Terpadu..................................................6

Perkembangan IMC....................................................................... 12

Promosi.......................................................................................... 16

Iklan............................................................................................... 17

Jenis-jenis Iklan.............................................................................. 20

Iklan Bisnis dan Profesional........................................................... 21

Pemasaran Langsung..................................................................... 22

Pemasaran Interaktif..................................................................... 23

Promosi Penjualan......................................................................... 25

Hubungan Masyarakat................................................................... 26

Penjualan Personal........................................................................ 34

Manajemen Promosi.................................................................34

Proses Perencanaan Promosi.....................................................36

Analisis Situasi............................................................................... 40

Analisis Proses Komunikasi............................................................ 42

Penentuan Anggaran..................................................................... 43

Merencanakan Program IMC......................................................... 43

Pengawasan dan Evaluasi.............................................................. 45

Perspektif....................................................................................... 45

BAB 2 PERAN KOMUNIKASI PEMASARAN TERPADU DALAM PROSES PEMASARAN 49

Analisis dan Strategi Pemasaran................................................51

Analisis Peluang............................................................................. 51

Analisis Kompetitif......................................................................... 52

Target Pemasaran.......................................................................... 54

Proses Pemasaran......................................................................55

Identifikasi Pasar............................................................................ 56

Segmentasi Pasar........................................................................... 57

Target Pasar................................................................................... 70

Positioning..................................................................................... 72

Perencanaan Pemasaran............................................................74

Produk........................................................................................... 75

Harga............................................................................................. 78

Distribusi........................................................................................ 80

BAB 3 PERILAKU KONSUMEN 83

Proses Keputusan Konsumen.....................................................85

Pengenalan Masalah...................................................................... 86

Motivasi Konsumen....................................................................... 89

Pencarian Informasi....................................................................... 93

Persepsi.......................................................................................... 96

Evaluasi Alternatif........................................................................ 100

Sikap............................................................................................ 105

Proses Integrasi............................................................................ 109

Keputusan Pembelian.................................................................. 111

Perilaku Pembelian...................................................................... 113

Perilaku Pasca Pembelian............................................................ 118

Komunikasi Pasca Pembelian....................................................... 120

Pembelajaran Konsumen.........................................................121

Teori Pembelajaran Perilaku........................................................ 122

Teori Pembelajaran Kognitif......................................................... 126

Pengaruh Lingkungan pada Perilaku Konsumen.......................127

Budaya......................................................................................... 128

Subbudaya................................................................................... 128

Kelas Sosial.................................................................................. 129

Faktor Sosial................................................................................. 130

BAB 4 PERUSAHAAN PERIKLANAN 133

Peserta IMC.............................................................................134

Departemen Iklan dan Promosi...............................................136

Sistem Terpusat........................................................................... 137

Sistem Desentralisasi................................................................... 140

Biro Iklan Internal........................................................................ 144

Perusahaan Iklan.....................................................................146

Full-Service Agency...................................................................... 148

Struktur Organisasi...................................................................... 153

Limited Service Agency................................................................ 154

Kompensasi Perusahaan Iklan.................................................155

Sistem Komisi............................................................................... 156

Sistem Upah, Biaya, dan Insentif................................................. 159

Biaya Persentase.......................................................................... 161

Prospek........................................................................................ 161

Evaluasi Perusahaan Iklan........................................................162

Kehilangan Klien.......................................................................... 162

Kertas Evaluasi Kinerja................................................................. 163

Mendapatkan Klien Baru............................................................. 166

Perusahaan Jasa Khusus..........................................................170

Pemasaran Langsung................................................................... 170

Promosi Penjualan....................................................................... 171

Perusahaan Humas...................................................................... 172

Perusahaan Interaktif.................................................................. 173

Jasa Kolateral............................................................................... 174

Memilih Perusahaan Iklan.......................................................174

BAB 5 PERENCANAAN MEDIA 177

Langkah 1: Menentukan Audiensi Sasaran...............................181

Profil Media................................................................................. 182

Menentukan CDI dan BDI............................................................ 185

Langkah 2: Menentukan Tujuan Media....................................189

Cakupan Target Pasar.................................................................. 190

Jangkauan.................................................................................... 191

Target Jangkauan......................................................................... 195

Frekuensi..................................................................................... 198

Frekuensi Efektif.......................................................................... 200

Duplikasi Jangkauan..................................................................... 206

Gross Rating Points...................................................................... 207

Target GRP................................................................................... 210

Anggaran Iklan............................................................................. 213

Langkah 3: Menetapkan Strategi Media...................................217

Faktor Strategi Media.................................................................. 219

Bauran Media.............................................................................. 222

IMC Media Mix Factor................................................................. 228

Fleksibilitas.................................................................................. 230

Langkah 4: Menetapkan Jadwal Media....................................231

BAB 6 IKLAN MEDIA PENYIARAN 235

Jangkauan Siaran Iklan............................................................236

Stasiun Penyiaran Lokal............................................................... 237

Stasiun Penyiaran Nasional.......................................................... 238

Stasiun Jaringan........................................................................... 239

Televisi.................................................................................240

Kekuatan Iklan Televisi................................................................. 240

Kelemahan Iklan Televisi.............................................................. 244

Televisi Berlangganan.................................................................. 246

Persaingan TV Berlangganan Memanas...................................... 247

Radio.....................................................................................250

Kekuatan Iklan Radio................................................................... 250

Kelemahan Radio......................................................................... 253

Strategi Siaran Iklan..................................................................... 255

Kontrak Siaran Iklan..................................................................... 257

Menghitung Biaya Iklan............................................................... 268

Peringkat Program TV.................................................................. 271

BAB 7 IKLAN MEDIA CETAK 279

Peran Majalah dan Surat Kabar................................................280

Majalah...................................................................................281

Klasifikasi Majalah....................................................................... 282

Keunggulan Majalah.................................................................... 284

Kelemahan Majalah..................................................................... 292

Tantangan Majalah...................................................................... 297

Surat Kabar..............................................................................301

Klasifikasi Surat Kabar.................................................................. 302

Jenis Iklan Surat Kabar................................................................. 305

Keunggulan Iklan Surat Kabar...................................................... 306

Kelemahan Surat Kabar............................................................... 311

Pembaca Surat Kabar................................................................... 313

Memasang Iklan Surat Kabar....................................................... 315

BAB 8 IKLAN INTERNET 317

Membangun Situs Web...........................................................319

Tujuan Situs Web......................................................................... 321

Format Iklan Internet................................................................... 324

Keunggulan Internet.................................................................... 327

Keterbatasan Internet.................................................................. 328

Promosi Penjualan...................................................................331

Penjualan Personal..................................................................332

Humas.....................................................................................333

Pemasaran Langsung...............................................................334

Direct Mail................................................................................... 334

Pemasaran Basis Data.................................................................. 335

E-Commerce................................................................................. 335

BAB 9 STRATEGI KREATIF IKLAN 339

Proses Kreatif..........339

Kreativitas Iklan........................................................................... 342

Menentukan Daya Tarik Iklan..................................................342

Eksekusi Kreatif............................................................................ 351

Taktik Kreatif...........................................................................359

Taktik Kreatif Iklan Media Cetak.................................................. 359

Taktik Kreatif Iklan Televisi........................................................... 364

Perencanaan dan Produksi Iklan Televisi..................................... 366