Advertising Campaign of Im3

Advertising campaign is activity to make consument interst with the product or service with use media promotion like ATL (Above The Line), BTL (Below The Line) and OOH (Out Of Home),  and advertising campaign have time limited.
ATL (Above The Line) is a form of media advertising, where a commission or free is paid to an agency working for its client. The commission represents a percentage of the media investment – that is, how much is spent on media during the advertising campaign.
BTL (Below The Line) refers to any non-media advertising or promotion. Marketing servies agencies are expert in BTL tactics, such as dirrect mail, exhibitions, point-of sale, or street marketing.
OOH (Out Of Home) advertising can really grab your attention or get your face. Advertisers have a wide choice of poster sites, sizes and format from 4 sheets to 96 sheets. Advertisers can buy a network of sites to target their consumers or to reach people in their geographical area, or catchment zone.
Im3 is product of provider telecomunication that produce by PT. Indosat TBK. Recently Im3 launching their new programe is “MU24H itu IM3” that programe want to show that only Im3 which have low price in service provider telecomunication in Indonesia.This advertising campaign have limited time for 3 month since November 2010 until January 2011.

MEDIA PROMOTION OF IM3
1.    Commercial in TV
2.    Print Media

•  Brochure
• Banner
• Poster
• Sticker, etc

3.    OOH (Billboard)

ANALYZE OF ADVERTISING

ADVERTISING  TECHNIQUES 

Advertising techniques that use Im3 is peer aproval and celebrity endorsement. Peer aproval associates the product with social acceptence by friends or peers. And celebrity endorsement use a famous person, such as a footballer or film star, to recommend the product. Celebrity endorsement of Im3 use Nikita Willy for commercial TV.

SCEDULE OF IM3 COMMERCIAL TV SHOW

Market Segment and Consumer Behaviour

1.    MARKET SEGMENTATION OF AQUA

Market segmentation is identifies group of buyers within a market who share similar needs and demonstrate similar purchasing behavior. Market segments are described by demographics and psychographics. Demographics and psychographics are used to target a segment by using data to build up a customer profile. Aqua use demographic and psychographic market segmentation. For demographics Aqua use demographic and psychographic market segmentation. For demographics market segmentation like age group, sex, religion, income, and life cycle. And psychographic market segmentation like education, attitude and opinion, and life style. Look at this picture! (This picture is describe market segmentation of Aqua gallon package).

2.   CONSUMER BEHAVIOUR OF AQUA

•    Maslow’s Hierarchy of Needs

In Maslow’s Hierarchy of Needs AQUA  including physiological needs. Why? Because AQUA  is            drinking product and physiological needs its mean that how he will pay for his food and housing (this major customer concern), so AQUA is including primary of need.

•    Purchasing Behaviour
Purchasing behaviour or purchasing patterns refer to what a consumer buys, and when and how they make their final purchasing decision.
Consuments and customers of AQUA can buy AQUA anytime they want to drink or they feel thirsty. They can buy AQUA in all retail like modern and traditonal retail, AQUA available in there.