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PEMASARAN D
I SEKT
OR
PUBLIK YOGI SUWARNO
w w w. d i f u s i i n o v a s i . c o . c c
…
IKLAN KOMERSIAL
IKLAN NON KOMERSIAL
MODEL HUBUNGAN ILMU & PENGEMBANGAN
Turkenburg, 2000
PROSES KEPUTUSAN MEMBELI (KOTLER, 2007)
Mengenali Kebutuhan
Mencari InformasiEvaluasi Beberapa Pilihan
Keputusan Membeli
Perilaku pasca Membeli
SOCIAL MARKETING
SOCIAL MARKETING IS
SOCIAL MARKETING IS NOT
1. A social or behavior change strategy
2. Most effective when it activates people
3. Targeted to those who have a reason to care and who are ready for change
4. Strategic, and requires efficient use of resources
5. Integrated, and works on the “intallment plan”
1. Just advertising2. A clever slogan or
messaging strategy3. Reaching everyone
through a media blitz
4. An image campaign5. Done in a vacuum6. A quick process
PRODUK SOSIAL
Gagasan sosial (social idea)
ESENSI KAMPANYE SOCIAL MARKETING
Audience segmentatio
n
KONTINUM INTERVENSI
SocialMarketing
LawEducation
Aware/ Not considering
to change
Unaware/ Considering
to change
Entrenched/ No desireto change
PROSES SOCIAL MARKETING
No Processes Remarks
1 Planning Formative researchAnalysisAudience segmentationStrategy development
2 Message and materials development
Identifying appropriate channelsDeveloping effective messagesProducing creative executions
3 Pre-testing Conducting the pre-testUsing the pre-test results
4 Implementation Developing an implementation planPlanning and buying mediaGenerating publicityMonitoring implementation
5 Evaluation and feedback
Evaluating designEvaluation methodsUsing feedback to improve the program
FORMATIVE RESEARCH
Formative research adalah riset yang dilakukan sebelum program didesain dan diimplementasikan
Formative research berfungsi untuk:membantu untuk memahami kepentingan, atribut dan kebutuhan dari populasi yang berbeda
Menciptakan program yang khusus didesain untuk kebutuhan
Memastikan program dapat diterima dan layakMemperbaiki hubungan klien dan agen
SEGMENTASI PASAR
Geografis (wilayah, pemukiman, perkotaan, dsb)
Demografis (usia, jenis kelamin, pendapatan, tingat pendidikan, pekerjaan, dsb)
Psikografis (sikap, motivasi, persepsi, dsb)
Kebiasaan (menggunakan, kesukaan membeli, dsb)