Pengantar Iklan Radio

Pengantar

IKLAN RADIO@ganjarruntiko

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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

PENDAHULUAN

• Radio merupakan MEDIA AUDITIF yangbersifat atraktif : memperdengarkan suaramanusia untuk mengutarakan sesuatu

• Iklan di radio harus memperhatikankarakteristik tersebut dalamPERENCANAANNYA

DEFINISI

• Penyiaran merupakan PANCARANmelalui ruang angkasa oleh SUMBER

FREKUENSI dengan sinyal yang mampuDITERIMA di telinga atau didengar dan

dilihat oleh publik

Sejarah Radio

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www.scifun.ed.ac.uk

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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

Foto: severestudios.com

MENGAPARADIO TETAPSURVIVE ?

BIAYA MURAH

AKSES CEPAT

Foto: wellcomehistory.wordpress.com

MENJANGKAU

Foto: electronicgospel.comFoto: electronicgospel.com

OLAH ISU

PORTABEL

BERAGAM

LOKAL

HARGAMURAH

KARAKTERISTIK

RadioRadio1 2

3

The speed ofradio

Auditif

Radio makespictures

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

Transferringstory from

TV

Economical

Reachingprospectivecustomers

Reachingsegmentedaudiences

StrengthsStrengths

OpportunitiesOpportunities ThreatsThreats

SW

OT

WeaknessesWeaknesses

SWOT Analysis of Radio

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

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

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

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

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?

Kenapa Iklan Radio?

Tidak memerlukan perhatianterfokus.

Bersifat mobile (bisa dibawa kemana saja.

Pengganti televisi (ketika tidakbisa nonton TV).

Teman setia (biasanya untukmengusir galau/sepi).

Media intrusif(efektif

memutuskan,menyela info

baru)

Bukan mediamusiman(memiliki

pendengar tanpaterpengaruh

musim)

Kenapa Iklan Radio?

Sub-urbancoverage

(jangkauan yangtidak terjangkauTV, media cetak)

• Siapa target audience-nya?• Di stasiun radio mana

iklannya di pasang?• Berapa durasinya?• Budgetnya berapa?

PERHATIAN!!

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

Description of thecontents

Description of thecontents

Description of thecontents

Description of thecontents

KIAT Radio Ads

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

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

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

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%

Thank You!@ganjarruntiko