Pengantar

IKLAN RADIO
@ganjarruntiko

commons.wikimedia.org

PENDAHULUAN
Radio merupakan media yang memiliki

JANGKAUAN SELEKTIF terhadap segmen pasar tertentu Di Indonesia yang wilayahnya sangat luas, radio telah menjawab KEBUTUHAN akan komunikasi yang dapat memacu perubahan masyarakat

PENDAHULUAN
Radio merupakan MEDIA AUDITIF yang

bersifat atraktif : memperdengarkan suara manusia untuk mengutarakan sesuatu Iklan di radio harus memperhatikan karakteristik tersebut dalam PERENCANAANNYA

DEFINISI
Penyiaran merupakan PANCARAN

melalui ruang angkasa oleh SUMBER FREKUENSI dengan sinyal yang mampu DITERIMA di telinga atau didengar dan dilihat oleh publik

Sejarah Radio

commons.wikimedia.org

www.scifun.ed.ac.uk

en.wikipedia.org

www.lecad.fs.uni-lj.si

www.docstoc.com

Foto: upload.wikimedia.org

flickr.com/lhoracek

world.std.com

Foto: lcweb2.loc.gov

Foto: pabook.libraries.psu.edu

Foto: prosaturripadang.wordpress.com

MENGAPA RADIO TETAP

SURVIVE ?

Foto: severestudios.com

BIAYA MURAH

AKSES CEPAT

Foto: wellcomehistory.wordpress.com

MENJANGKAU

OLAH ISU

Foto: electronicgospel.com

PORTABEL

BERAGAM

LOKAL

HARGA MURAH

KARAKTERISTIK

The speed of radio Radio makes pictures

Radio
3
Auditif

One does not have to be literate to listen to radio Radio receiver is portable

Integrated promotion

Radio does not need electric power supply Simplicity of radio

Flexibility

Selectivity Radio is inexpensive

Radio is the best medium / source of news and entertainment

Reaching segmented audiences Reaching prospective customers Economical

Transferring story from TV

SWOT Analysis of Radio

Strengths

SW
Weaknesses Threats

Opportunities

OT

S O

W T

STRENGTHS

Radio listenership HAVE CHANGED considerably The advertiser are WELCOMING THE OPPORTUNITY 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

S O

W T

WEAKNESSES
Fragmented audience No proper research available Short commercial

Increase in listenership numbers but no increase in ad revenue Lack of pictures Local area service Difficult monitored

S O

W T

OPPORTUNITIES

Launching a radio station with 24-hours news channel Tie-ups with transportation authority The new radio stations which will come in future can have venture with the college or university campuses. With the coming of many more new players in the radio industry, each channels can position themselves quite different from others

S O

W T

THREATS
The biggest threat to radio industry players is Short commercial

More number of stations and then competition will also increase No particular differentation in the music so, there is a fear of losing brand loyalty

Kenapa Iklan Radio?

1 2 3 4 5 Murah (biaya produksi & placement) Ketajaman penetrasi (sinyal kuat) Waktu transmisi tidak terbatas (24 jam) Bisa bercerita Imajinatif (theatre of mind)

Kenapa Iklan Radio?

Tidak memerlukan perhatian terfokus. Bersifat mobile (bisa dibawa ke mana saja. Teman setia (biasanya untuk mengusir galau/sepi). Pengganti televisi (ketika tidak bisa nonton TV).

Kenapa Iklan Radio?

Bukan media musiman (memiliki pendengar tanpa terpengaruh musim) Sub-urban coverage (jangkauan yang tidak terjangkau TV, media cetak) Media intrusif (efektif memutuskan, menyela info baru)

PERHATIAN!!
Siapa target audience-nya? Di stasiun radio mana iklannya di pasang? Berapa durasinya? Budgetnya berapa?

KIAT Radio Ads

Buatlah pendengar dapat melihat yang disampaikan oleh pengiklan

Hendaknya menggunakan katakata yang biasa digunakan dalam kehidupan seharihari

Hindari penggunaan kata-kata yang dapat mengakibatkan salah dengar / salah arti

KIAT Radio Ads

Description of the contents Description of the contents

Description of the contents

Description of the contents

KIAT Radio Ads

ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.

ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.

ThemeGallery is a Design Digital Content & Contents mall developed by Guild Design Inc.

Listens to

Radio for
news updates Entertainment
Reads

Gets alerts for breaking news, stock prics on

Mobile

Newspaper
to catchup on happenings

Day In Life of Audience

Radio Works The Most During Purchase Hours

Logs on to Internet for follow-up stories Reads more

Radio Finds
Audience in Housewives; Youth; Traders/ Shop owners

Radio
Time
TV Time Uses Radio for entertaining himself

NESCAFE ORIGINAL Say Good Morning to a good day ahead!! Background Nescafe Original had always been known as the taste that gets you started and therefore the brand wanted to associate with The Mix Network Breakfast Shows to establish its Getting you started message routed deeper in the minds of the consumers Why Radio? Mornings are a 2 switch deal One for the Radio and one for the kettle, therefore giving a very apt platform for the brand. Connecting with people in the morning gave greater probability of their staying with us, the station and the brand, for most part of the day. Further, messages at the key consumption times increased the brand resonance Implementation Credits every 15 minutes within the breakfast show delivered continuous communication of the get started message whilst promoting the consumption at a key time. Montage of the morning show coupled with Nescafe - keeping you going trails featured across the day. Also, Rude Awakenings' and Love the mornings promotions featured the interactions with listeners in their homes to further drive home the message.

The strategic fit between Nescafe Original and the sponsorship of The Mix breakfast show has always been clear. What continues to impress me is how the activity has evolved and been leveraged on an ongoing basis to add real value Katie Graystone, Senior Media Controller, Nestle Fairfield Results A study of listeners and recognizers revealed that they found Nescafe Original was a brand you heard quite a lot about and things going for them Giving the brand salience a five fold jump in the subsequent brand track study

CLEARASIL Zits-Hits Hitting Off with the audience Background Even though Clearasil is one of the oldest brands and there is high Incidence of pimple suffering in out TG, Less than 50% of sufferers ever use a problem specific product. They set an ambitious goal to achieve MS of 21% and increase trials among TG Why Radio? Radio connects with teens skincare concerns when used in a fresh, innovative and lighthearted manner. Provide a media presence in a relevant and affordable medium, at a time when teens were conscious of their appearance in the Back to School period. Its also an acknowledgement that Teens media habits extend way beyond the traditional use of TV Implementation A promotional campaign, keeping in mind the teens love for music, was executed which included an online element and included the brand proposition of humor, honesty and relevance. Understanding of TG media usage was used to schedule spots during breakfast, drive and evening day parts. After a lot of thought, Clearasils Zit Hits promotion Win a brand at your School was born.

Results The completion of the campaign saw a jump of market Share from 18.6% in January 2002 to 21.6% in March of the same year!! Clearasils National unit sales increased by a whooping 15%

Thank You!
@ganjarruntiko