8/17/2019 1] Deskripsi Materi Pertemuan Ke-11 Mata Kuliah English for Business

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DESKRIPSI MATERI

PERTEMUAN 9: ADVERTISING (PART 1)Mata Kuliah English For BusinessDosen Pengampu: Sri Nitta C.W.A, S.S., M.M.

PENGANTAR

Whether or not you agree with communications guru Marshall McLuhan

that adertising was the greatest art !orm o! the twentieth century, it is

a "ig part o! modern culture. Shared re!erences !eed into it and it in

turn !eeds into daily li!e: adertising catch phrases turn up in #$

comedy s%etches and eeryday conersation. And we "ecome &ironic'

a"out adertising, perhaps to show that we thin% we are a"le to resist

it.

TUJUAN PERKULIAHAN

Setelah mempela(ari materi per%uliahan, mahasiswa mampu:

• Mengerti "ahwa ada "e"erapa (enis sarana adertising.

  Mengerti "ahwa %e%uatan ter"esar dari i%lan adalah word)o!)mouth.

DESKRIPSI MATERI: ADVERTISING (PART 1)

 #$ adertising is still the most glamorous, een i! its heyday is oer

with the proli!eration o! channels and the saturation o! the mar%ets *at

least in adance economies+ o! the consumer oo!s  it normally

promotes. ut the other me!"# are not to "e ignored: radio, cinema

and the press, while $o#r!"ns  *BrE+ and %"&&%o#r!s  * AmE+ are an

integral part o! the ur"an landscape. All these will "e around !or some

time.

In'erne' #!er'"s"n  e-penditure is on the increase again. Some

people nd o*u #!er'"semen's hae "ecome a ma(or source o! 

irritation, "ut others nd them a use!ul source o! in!ormation.

Adertising can "e continued "y others means, with sonsors$"  o! 

particular eents o! ro!uc' cemen' in lms. #his latter is where

the product's ma%ers negotiate !or their products to appear and "e

used "y the lm's characters. A related phenomenon is ro!uc'

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en!orsemen', where a cele"rity is used in adertising a particular

product. #his can "e dangerous i!, !or whateer reason, the cele"rity

!alls !rom !aor.

Some ery creatie minds come up with seductie com"inations o! 

sound, image and words, "ut tests show that we o!ten don't remem"er

the "rand "eing adertised. 0uanti!ying the e1ect o! adertising is ery

di2cult and there has "een a "ac%lash against it in !aor o! other,

supposedly more '#re'e!, !orms o! communication. #his usually

means !"rec' m#r+e'"n, otherwise %nown as !"rec' m#"&  "ut, as

those liing in apartments who receie m#"&s$o's  !or gardening

products %now, the targeting can still "e ludicrously imprecise.

A!er'"s"n #enc"es may o1er to run direct mail campaigns, "ut

what they are "est at is creating traditional #!er'"s"n c#m#"ns.

When a client "ecomes dissatised and the agency loses the #ccoun'

this is ma(or news in the adertising industry and means a "ig loss o! 

reenue *and sel!)esteem+ !or the agency. Agencies deelop a cre#'"e

%r"e,   !or clients, with proposals on the ideas to "e used in the

campaign. 3ne %ey pro"lem is reaching the right '#re' #u!"ence *!or

e-ample, young women "etween /4 and 56+, so the election o! me!"#

*the right #$ channels, maga7ines, etc.+ is ery important. And the

adertising must t into the company's oerall m#r+e'"n s'r#'e-)

its plans on how it will compete and succeed in particular mar%ets.

All these actiities, all this e-penditure. ut the ultimate in adertising

is .or!*o,*mou'$: !riends and colleagues are o!ten our most relia"le

sources o! in!ormation. #his !orm o! adertising is usually !ree. All the

adertiser can do is hope that it is positie.

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