2. • Arifiana Shima 070915003
• Kukuh Ashar U. 070915035
• Haulah Citra K.W. 070915052
• Jangkar Sri Kusumo B. 070915089
• Hutami Parama I. 070915067

5. The product brief
• 250 tempat tidur (110 orang tenaga dokter, para ahli dari Fakultas
Kedokteran, serta para dokter senior dari RS Dr. Sutomo)
• Unit Gawat Darurat
• Rawat Jalan
• Apotik
• Ambulance
• Laboratorium
• CT-scan (kapasitas 64 potongan (slices)
• fluoroscopy
• Peralatan sterilisasi peralatan kesehatan menggunakan “reverse
osmotic system” (Sistem ini mampu menyediakan air siap minum
(drinkable) bagi kebutuhan operasional, termasuk pasien).

6. The plan
• The Goal
• The Strategy
• The media
• The message

7. The ads goal
Achieve 50% brand recognition with target
audience as defined by the ability to
1) recognize our logo and
2) describe at least one of our products
3) associate “quality products” when prompted
for brand characteristics.

8. The ads strategy
• The first step in the development of your
communications strategy could be, should be
a SWOT analysis.

9. …
There are two major parts to an advertising strategy.
1) Assessment.
What's going on in the market, What's the history, the
current situation. What are the major trends in the
market, what's the future looking like? With the
product. With competitors. With consumer attitudes.
2) Action
What should you do about the the most significant
opportunities or problems presented by the situation?
What should you do with the brand. With direct
marketing. The Web site. The way the company is
positioned.

10. ….
Understand, or define, the brand ... as it is now, and what
you want it to be, whether the same or something different.
Know how the company is positioned in the minds of
consumers, and where you want it to be positioned.
Understand the Psycho-Dynamics of the market.
Know, or define, exactly what you want the advertising to
accomplish.
Understand or define the marketing objective and strategy.
The marketing objective is a business goal.

11. The media
It’s not what it costs, but what it returns that matters
identify your target audience then find the best media, at
the best time, to reach them

12. ..
• Television (nation wide)
• Megatron
• Billboard
• Newspaper  cpm and cost per person
• Flyer
• Ads vehicle

13. The message
one single thread you want to weave into all of
your communications, that one most
important thing you want to say