Think creative, No boundaries Visual communication design 03 Jacky Cahyadi, S.Sn

Think creative, No boundaries

Visualcommunication

design03

Jacky Cahyadi, S.Sn.

Today’s ClassIMC AND MASS MEDIA: BASICEXPLAINATION ABOUT PROPOSALSUMMARY FINAL PROJECT

Think creative, No boundaries

March, 07 2009

Think creative, No boundaries

IMC and Mass Media:

BASIC

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IMCIntegrated Marketing CommunicationAdalah sebuah bentuk komunikasi pemasaran baik produkmaupun jasa secara terpadu dan terintegrasi

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IMC = ADVERTISING ?

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IMC Promotion.mix Media.mix

Promotion Mix

AdvertisingSalesPromotion Public Relation Personal selling

Direct Marketing Digital Marketing

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Advertising – The HistoryCreative Revolution (‘60s)

- Shifted focus from product to brand

- Developed memorable characters

- Consistent theme for a long time

- Twisted conventional thinking

- New looks were created

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Giants in the industry

Leo Burnett

David MacKenzie Ogilvy (the father of advertising)

William “Bill” Bernbach

Advertising – The History

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Ogilvy’s mantraRESEARCH

PROFESSIONAL DISCIPLINE

CREATIVE BRILLIANCE

RESULTS FOR CLIENTS

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"Nobody counts the number of ads you run;

they just remember the impression

you make."

Bill Bernbach

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Advertising is a marketing communicationthrough variety mediums and activities to inform, to remind, or to persuade target audiences impressively

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ABOVE THE LINE ADBELOW THE LINE ACTIVITYTHROUGH THE LINE

Advertising Category

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Above the Line Ad is an advertising whichplace their communication message through media industriessuch as Broadcast, Newspaper, Magazine,Outdoor Media, Cinema, and Transportation

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Think creative, No boundaries

Billboard

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Magazine Ad

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Trans Ad

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TVC – TV Commercial Ad‘SOBE’ -Soda Water Drinking ProductWith 3D stereoscopy visual technique

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TVC – TV Commercial Series Ad‘Zip It’ –Bundle Files Feature Product

1 2 3

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Below the Line Activity is a promotion activitywhich have done in point of purchase areas, suchAs Brochures, X Banner, Flag Chain, (POP Promo Kits)

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Pop - Shelftalker

What is Through The Line?

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The New Age of Modern Advertising which based on audience orconsumer point of behave, this line can be an above the line or below the line activity.

Think creative, No boundaries

DAILY MEDIA CONSUMPTION6 am 7am 8am 9am 10am 11am 12pm 1pm 2pm 3pm 4pm 5pm 6pm 7pm 8pm 9pm 10pm 11pm 12am

Newspaper

Television

Magazine

Radio

Billboard

Internet

News channel Entertainment and Sport Channel

Lunch timeGo to work Back homeListen toMusic

Lunch timeGo to work Back home

Think creative, No boundariesThank you for listening =)

“A visual communication designer is not only have a great in designing but can makegreat marketing strategies too”