Strategic Media Planning (PASTI JALAN)
Strategic Media Planning
Jakarta | December 9-10th, 2009 | Rp 3.450.000,-
Menggabungkan ketajaman strategi perencanaan media dengan keakuratan teknik jangkauan dan frekuensi untuk menaklukan target audience
Mengugah konsumen untuk melakukan/aksi membeli produk membutuhkan strategi, taktik dan teknik-teknik khusus yang unik dan kompleks. Kenapa? Karena keputusan pembelian produk(buying decision) dilakukan oleh beberapa “aktor” dengan needs, wants, dan expectations yang berbeda. Tak hanya itu, konsumen saat ini pada umumnya cukup smart, sangat demanding, value-oriented dan tidak gampang ditaklukan. Untuk sukses Anda harus menggabungkan ketajaman strategi perencanaan media dengan keakuratan taktik media dan teknik-teknik penempatan media.
Sasaran :
Menuntun dan membekali Peserta dengan teknik-teknik jitu untuk memenangkan persaingan konsumen yang begitu ketat dengan mengacu kepada PowerMEDIA tool dari MediaGuru’s yang mencakup lima elemen:
- Scan the business landscape
- Assort and prioritize between target consumer and target audience
- Learn media plan and buying roles
- Evaluate the situation through competitor’s analysis
- Implement and Execute it
Methodology :
Program ini dilaksanakan melalui pendekatan inovatif-aplikatif dengan mengintegrasikan concepts-tools-cases(CTC) secara terpadu sehingga peserta akan dapat langsung mengaplikasikannya di tempat kerja. Peserta juga akan dipandu menjalankan CTC ini dalam sebuah latihan/simulasi yang aplikatif, interaktif, dan dinamis.
- 4C ; Change,Competitor,Customer,Company
- STP ; Segmentation,Targeting and Positioning
- DMP ; Differentiation, Marketing and Media Mix and Planning
Agenda Day 1
- Beyond effective frequency: evaluating media schedules using frequency value planning
- Advertising strategy: Advertising Half-Lives for fmcg Brands and Markets
- Recency, frequency and the sales effects of TV advertising
- Point of view: Optimizers and Media Planning
- Memory and likeability: keys to understanding ad effects
- Managing Mixed Media Campaigns
- The future of communications planning
- Why Modernist Media Solutions are Failing in a Postmodern World. Managing the Paradigm Shift
- The Case of the Near-Sighted Bombardier. A general inquiry into the value of targeting in TV
- Media Planners look beyond the numbers
- Point of view: optimizers and media planning
- Learning to live lilliput, the media land where small is beautiful: optimizing reach with low ratings and other thoughts on TV fragmentation
- Needed: A new paradigm for media evaluation by advertisers
- A Vision of Media Planning in Indonesia Media Beckons
- Advertising reach and frequency
- Can audiences of new or existing programmes be predicted realiably? Implementing a forecasting model to predict programme ratings and campaign schedules reach and frequency
Agenda Day 2
- Frequency and recency: keeping your customers close
- Making the right choices in the online media planning tool shed
- Media performance indicators
- The contribution of magazines in mixed TV-Print schedules
- The reach and frequency approach to advertising planning on the Internet
- TV Reach Optimizers Balancing Cost Efficiencies and Schedule Effectiveness
- Proposal for reach and frequency calculation in a continuous panel
- Effective reach and frequency. Identify and manage media choices to increase communication effectiveness
- Planning media to create sales!
- Universal diminishing returns – true or false?
- Media Planning à Institute of Strategic Media Planning develops various media strategy models including 11 Media Mix models, an Internet Exposure Distribution model and an Ad Budget Effector, as well as the first Sales Forecast model(SOI,SOM,ROMO). It also does research on media related issues and publishes reports on subjects such as the use of cable networks, marketing effects when ads are suspended, Internet advertising, media in lifestyle, and interactive TV. Through these activities, we expands understanding of the fast changing media environment. à C-MAP Worldwide from Targeting, Analyzing, Budgeting, Forecasting and Allocating.
- Media Process à that we call T.O.M. is designed to provide the most memorable media experiences for consumers. Our proprietary global strategy model, C-Map Worldwide, generates strategic input from target audience analysis to marketing impact forecasting. The media advantage also comes from well-organized media functions such as from the Indonesian Institute of Strategic Media Planning, Broadcast Media Team, Print Media Team, SP Media Business Team and Interactive Media Team. The media buying power and excellent media execution process simply overwhelms competitors.
Target Peserta :
Pelatihan ini cocok bagi Anda yang menghadapi aktivitas periklanan dan promosi dengan nilai budget yang cukup besar dan memiliki multiple decision makers yang komplek. Maupun bagi Anda yang ingin mengetahui atau berkarir di dunia periklanan yang cepat, dinamis dan kompek.
Workshop Leader :
Wira Nato,
Wira Nato selama belasan tahun berpengalaman sebagai Strategic Planner di berbagai perusahaan periklanan baik TOP 5 lokal hingga multinasional, akan membimbing Anda untuk menjadi top Strategic Planner dengan menggunakan breakthrough model mulai dari Marketing Analysis(Stage 1), Media Planning(Stage 2), Media Buying(Stage 3), Media Evaluation(Stage 4), pengalaman menangani merek-merek local dan global dari FMCG hingga Durable Goods; e.g. Unilever, SQ, BCA, WGC, Frank & Co. HM.Sampoerna Corporate, Unican Group, Cosmos, Kymco, Bank BRI, Bukopin, Novotel Bali International, Sony Ericsson, BenQ, Komselindo, Indosat, Yellow Pages, Honda, Ajinomoto, BMW New Asia Series, Yamaha, Bank Niaga, dll
Fee :
- Rp 2.250.000,- (Registration 3 person/more; payment before Dec 4th, 2009)
- Rp 2.450.000,- (reg before Nov 25th, 2009; payment before Dec 4th, 2009)
- Rp 2.950.000,- (Full Fare)
About the Author: Admin
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