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A Powerpoint Presentation by Ernst Katoppo

Bagian ke-4

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What is advertising? S: 01

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Advertising BasicsHistory of Advertising

STIKOM S: 01

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Advertising Basics5000

years

Anggur, sampling

1100 AD

1700 AD

3000 BC

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Advertising Basics

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Advertising Basics

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Advertising Basics

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Advertising Basics

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Advertising Basics

One of the pioneers of modern advertising in Indonesia was Muhammad Napis, who, at the age of 27, founded CV Bhinneka Advertising Services in 1952. In 1956 he was also the first Inonesian to hold the position of chairman of PBRI (Persatuan Biro Reklame Indonesia - Unison of Indonesian Advertising Bureaus), which he held until 1972, at which time the PBRI was reestablished as PPPI (Persatuan Perusahaan Periklana Indonesia - Association of Indonesian Avertising Agencies).

However, perhaps one of the other pioneers who took advertising to commercial heights, and lend it a more dignified image, is Nuradi, born in Jakarta, on 10 May 1926. With his strong background of foreign services, Nuradi had the advantage of strong writing skills. His experience includes English news presenter with Radio Republik Indonesia, interpreter for Bung Karno, Bung Hatta and Ir. H. Juanda, even led the team of interpreters to the Round table Conference in the Hague. After a series of diplomatic mission he resigned from the services and, after a year long training course at SH Benson Ltd, in London, he founded InterVista in 1962 and was among the first to place his commercials through, the government owned, Televisi Republik Indonesia. Among his first advertisements were: Hotel Tjipajung, Masayu heavy equipment, Lambretta scooter, Indomilk Sedaaap, Anker Bir, Mascot cigarettes and Vespa scooter with the highly memorable slogan: Lebih baik naik Vespa.

Advertising history Indonesia

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Advertising Basics

Advertising

Paid, non-personal communication on behalf of a sponsor to promote goods, services or ideas.

Mass communications an advertiser pays for in orderto convince a certain segment of the publicto adopt ideas or take actionsof benefit to the advertiser.

ad vertere … to turn the mind toward

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Advertising Basics

Periklanan/ReklamePromosiSales PromotionPersonal SellingPublic Relations

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Advertising Basics

Consumer

Product Personal Selling

Sales Promotion

Advertising

PublicRelations

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Why Advertise?

• Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use• Expand product applications/uses• Counter competitive moves• Maintain/strengthen loyalty• ……..

Advertising Basics

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Why Advertise?

• Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use• Expand product applications/uses• Counter competitive moves• Maintain/strengthen loyalty• ….....

Advertising Basics

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Advertising Basics

Why Advertise?

• Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use• Expand product applications/uses• Counter competitive moves• Maintain/strengthen loyalty• ….....

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Advertising Basics

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Advertising Basics

Why Advertise?

• Introduce, create awareness • Support sales and/or activities

• Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use• Expand product applications/uses• Counter competitive moves• Maintain/strengthen loyalty• ….....

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Advertising Basics

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Advertising Basics

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Why Advertise?

• Introduce, create awareness • Support sales and/or activities

• Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use• Expand product applications/uses• Counter competitive moves• Maintain/strengthen loyalty• ….....

Advertising Basics

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Why Advertise?

• Introduce, create awareness • Support sales and/or activities

• Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use• Expand product applications/uses• Counter competitive moves• Maintain/strengthen loyalty• ….....

Advertising Basics

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Advertising Basics

Rinso Promo?

Why Advertise?

• Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct• Demonstrate product uses

• Increase frequency of use• Expand product applications/uses• Counter competitive moves• Maintain/strengthen loyalty• ….....

Pepsodent Promo?

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Why Advertise?

• Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use

• Expand product applications/uses• Counter competitive moves• Maintain/strengthen loyalty• ….....

Advertising Basics

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Advertising Basics

Why Advertise?

• Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use• Expand product applications/uses

• Counter competitive moves• Maintain/strengthen loyalty• ….....

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Advertising Basics

Why Advertise?

• Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use• Expand product applications/uses• Counter competitive moves

• Maintain/strengthen loyalty• ……..

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Advertising Basics

Why Advertise?

• Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use• Expand product applications/uses• Counter competitive moves

• Maintain/strengthen loyalty• ……..

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Advertising Basics

Why Advertise?

• Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use• Expand product applications/uses• Counter competitive moves

• Maintain/strengthen loyalty• ……..

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Advertising Basics

Why Advertise?

• Introduce, create awareness • Support sales and/or activities • Convey an image, /improve, /correct• Demonstrate product uses• Increase frequency of use• Expand product applications/uses• Counter competitive moves

• Maintain/strengthen loyalty• ……..

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It is the experience of advertisers that to secure a handsome and effective display of any advertisement, which is to appear in a large number of newspapers, care must be taken to furnish each with copy which, if followed, will produce the desired effect.

An ordinary compositor has not the necessary skill to make an effective card from manuscript, but even a boy will do very well when he has before him a printed slip showing which words should be displayed and what sort of type may be advantageously used.

Some newspapers obtain good reputation for the good taste displayed in the setting up of their advertisements, and their customers frequently show their appreciation thereof by ordering their cards into that newspaper first, and authorizing others to copy from it.

To be able to properly display an advertisement requires much skill, but to make the same more attractive, and at the same time occupy less space, is a work requiring genius. When advertising space costs dollars for every line, it pays to employ the best talent to be obtained.

Recognizing the importance of this matter, we fitted up an office with special reference to enabling our compositors to make the most attractive display possible, in the designated space, with every advertisement instructed to their care.

At the same time, our selection of types are confined mainly to those styles that are standard and likely to be found in every well ordered newspaper office. It would be idle to attempt a display which other printers would not possess the material necessary to enable them to follow copy.

Employing men of known skill and experience, we give them the additional benefit of constant practice, and believe that we are thus enabled to secure advantages of no small importance to our customers.

Ours is the only establishment in the country which has devoted any special pains or study in this matter, and is the only Advertising Agency which has thought it worth while to have a printing office of its own.

Our printing department has now been in operation nearly five years, and our men has thus had time to perfect themselves in the art of writing up advertisements. We refer to our many patrons for further information concerning the value of our facilities.Address orders to:

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Advertising basics

It is the experience of advertisers that to secure a handsome and effective display of any advertisement, which is to appear in a large number of newspapers, care must be taken to furnish each with copy which, if followed, will produce the desired effect.

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An ordinary compositor has not the necessary skill to make an effective card from manuscript, but even a boy will do very well when he has before him a printed slip showing which words should be displayed and what sort of type may be advantageously used

Advertising basics

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Some newspapers obtain good reputation for the good taste displayed in the setting up of their advertisements, and their customers frequently show their appreciation thereof by ordering their cards into that newspaper first, and authorizing others to copy from it.

Advertising basics

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To be able to properly display an advertisement requires much skill, but to make the same more attractive, and at the same time occupy less space, is a work requiring genius. When advertising space costs dollars for every line, it pays to employ the best talent to be obtained.

Advertising basics

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Recognizing the importance of this matter, we fitted up an office with special reference to enabling our compositors to make the most attractive display possible, in the designated space, with every advertisement instructed to their care.

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At the same time, our selection of types are confined mainly to those styles that are standard and likely to be found in every well ordered newspaper office. It would be idle to attempt a display which other printers would not possess the material necessary to enable them to follow copy.

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Employing men of known skill and experience, we give them the additional benefit of constant practice, and believe that we are thus enabled to secure advantages of no small importance to our customers.

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Ours is the only establishment in the country which has devoted any special pains or study in this matter, and is the only Advertising Agency which has thought it worth while to have a printing office of its own.

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Our printing department has now been in operation nearly five years, and our men has thus had time to perfect themselves in the art of writing up advertisements. We refer to our many patrons for further information concerning the value of our facilities.Address orders to:

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Slides content and design – Courtesy of Ishak Susanto (adapted by Ernst Katoppo)

Thank you

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Ishak Susanto

1973-77 Matari, Account Director1977-79 InterDelta/Kodak, Sales Mgr Cons Prods1980-81 AdForce, General Manager1981-83 McCann Erickson, Account Director1984-88 Media Master, Managing Director1988-89 Publishing, Hero, BCA Card …1989-92 Dentsu, Director Marketing Services1993-96 Binamark, Director of Operations1997-current Marketing Communications Consultant1999-2003VP Marketing PT Epsylon Citra Informatika2002-current Lecturer LSPR, ITKP2003-2004Editor Travel Magazine, Jamsostek

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1. Buatlah Folder koleksi iklan-iklan yg menurut penilaian kalian menarik. Nanti akan kita pilih u/ membahas beberapa diantaranya dalam kelas.

2. Iklan cetak bisa di-scan dan disimpan dalam format Pps (2003) atau Words. Iklan cetak selain iklan di suratkabar/majalah, juga termasuk selebaran, poster.

3. Sedangkan TVC disimpan dalam format yang dapat ditayangkan melalui Windows Media Player.

4. Iklan Radio juga harus dapat diperdengarkan sesuai program yang ada pada komputer ini.5. Iklan lain termasuk Luar Ruang, POS, dan

melalui InterNet prinsipnya sama dengan no.4.

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Buatlah iklan yang mempromosikan produk yang Anda paling kenal, dan Andalah ternyata pakar satu-satunya serta narasumber utama.Produk apakah itu?

Yaitu iklan tentang diri Anda.

Format,gaya dan santun dsb.nya tergantung pada kreatifitas Anda. Artinya pembatasan satu-satunya adalah keterbatasan kreatfitas Anda sendiri.

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