Teknik Advertising dan Marketing Communication - ANALISIS #12

Summary

In this episode, the speaker discusses how to effectively communicate brand positioning through advertising by utilizing the right media. The difference between Above The Line (ATL) and Below The Line (BTL) media is highlighted, with ATL being ideal for mass awareness and BTL for deeper engagement. The importance of aligning media choices with the customer journey is emphasized, from creating awareness to building advocacy. The speaker also compares traditional offline media and digital media, noting their respective roles in reaching different audiences. Understanding these strategies helps marketers choose the right media for their communication goals.

Takeaways

• 😀 **Brand Positioning Communication**: The episode builds on the previous one, explaining how to effectively communicate brand positioning through advertising.
• 😀 **Above the Line (ATL)**: ATL media refers to mass media platforms (e.g., TV, radio, billboards) with wide reach but lower consumer engagement.
• 😀 **Below the Line (BTL)**: BTL media targets a smaller, niche audience with higher engagement, like events or brand activations.
• 😀 **Media Mix Strategy**: The choice between ATL and BTL depends on your objective—whether to reach a large audience or deepen consumer interaction.
• 😀 **Traditional vs Digital Media**: Traditional media (e.g., TV, print) are still effective for awareness, while digital media (e.g., social media, blogs) work well for engagement and sales.
• 😀 **Customer Journey - 5A Model**: The 5A model (Aware, Appeal, Ask, Act, Advocacy) describes the stages consumers go through before purchasing and recommending a product.
• 😀 **Role of ATL in Awareness**: ATL media is most effective in the early stages of the customer journey (Awareness and Appeal), helping reach a wide audience.
• 😀 **Role of BTL in Engagement**: BTL media is better for the later stages (Ask, Act, Advocacy), fostering deeper consumer connections and actions like purchases or recommendations.
• 😀 **Digital Media Growth**: While television still dominates advertising spending in Indonesia, digital media is gaining traction, particularly among younger generations.
• 😀 **Leveraging Media for Specific Goals**: Use a mix of traditional and digital media depending on your campaign’s focus, whether for brand awareness, customer interaction, or driving action and advocacy.

Q & A

What is the main focus of the video script?

The main focus of the video script is on how to communicate Brand Positioning effectively through advertising, covering the choice of media, and exploring the differences between Above The Line (ATL) and Below The Line (BTL) media strategies.

What is the difference between Above The Line (ATL) and Below The Line (BTL) media?

Above The Line media is mass media with a wide reach, typically used for Brand Awareness, whereas Below The Line media is more niche, offering deep engagement with a smaller audience, and is used for creating closer connections and brand loyalty.

Why is ATL media better for Brand Awareness?

ATL media, such as TV, radio, and print, have a broad, national, or even global reach, making them effective for creating awareness among large groups of people, but they often lack the ability to foster deep engagement or personal connections.

What are some examples of Below The Line activities?

Examples of Below The Line activities include events, brand activations, sponsorships, and more direct, personalized engagements such as through social media communities or in-store promotions.

How do online and offline media differ in communication strategies?

Offline media, such as television and radio, are more traditional and have a wider reach but less targeted engagement, whereas online media, like social media and search engines, tend to be more targeted and can engage specific consumer segments more effectively, especially for younger generations.

What is the significance of the Customer Journey, or 5A model, in choosing media for advertising?

The 5A model (Aware, Appeal, Ask, Act, and Advocacy) helps determine which media is best suited for each stage of the customer’s decision-making process, ensuring the right type of media is used to achieve specific objectives such as awareness, engagement, and advocacy.

How does the 5A model influence media selection for advertising campaigns?

The 5A model guides media selection by indicating that ATL media is more effective in the early stages of the customer journey (Awareness and Appeal), while BTL media is more suitable for the later stages (Act and Advocacy), where engagement is more important than broad exposure.

What role does digital media play in the advertising strategy outlined in the script?

Digital media, such as social media and web banners, are particularly effective in the later stages of the customer journey, like 'Act' and 'Advocacy,' where consumers are more engaged and likely to make purchasing decisions or recommend the brand.

How does the script suggest balancing traditional and digital media?

The script suggests using traditional media for broad awareness and appeal, while leveraging digital media to engage specific consumer groups, particularly in later stages of the customer journey, such as driving actions and fostering brand advocacy.

What does the script indicate about the current state of media consumption in Indonesia?

The script highlights that television remains the dominant medium in Indonesia, with 78% of advertising spend directed toward it, followed by digital media at 16%. Print media still holds a smaller share, around 5%, showing that traditional media still has a larger audience despite the rise of digital platforms.