Pepk_kuliah 5_implementasi Perencanaan Program Komunikasi

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IMPLEMENTASI PERENCANAAN PROGRAM: STRATEGI DAN PRE-TESTING MEDIA Asti Tyas Nurhidayati 0606015940 Dian Arina Octavia 0606016123 Ika Wulan N. 0606016363 Ninesiana MD. Saragih 0606016552 Petty Fatimah 0606016634 Yolanda Nainggolan 0606016924

AGENDA 1. Implementasi Rencana Strategis 2.Perencanaan dan sistem delivery pesan 3. Evaluasi Kampanye Komunikasi

IMPLEMENTASI RENCANA STRATEGIS



Perencanaan Kampanye ( The Campaign Plan)



Penjadwalan Yang Efektif 1. Pola & frekuensi taktik komunikasi 2. Timeline yang realistis



Penyusunan Budget efektif 1. Yang termasuk dalam budget 2. Strategi budgeting sesuai situasi

Budget 5 elements:  Personnel → jumlah orang & alokasi waktu  Material - taktik: out of home, printed, audio, visual, souvenir/merchandise - riset: kuesioner & souvenir utk responden/FGD  Media buying → beli space & waktu di media komersial  Equipment & facilities → utk implementasi taktik  Administrative & overhead

Budget Approach 

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Competitive Parity → taktis sama, intip budget pesaing Same as before budgeting → ikuti tahun lalu Percentage of sales budgeting → persentase penjualan Unit of sales budgeting → unit penjualan All you can afford budgeting → tergantung kondisi perusahaan Cost benefit analysis → cost vs benefit What if not funded analysis → konsekuensi vs kerugian Zero based budgeting → sesuaikan kebutuhan Stage of lifecycle budgeting → beda tahapan, beda kebutuhan Objective based budgeting → sesuai objective

Budget 





Fixed Budget → kaku; tidak ada alternatif; hilang satu komponen, mengganggu pencapaian objective Variable Budget → fleksibel; banyak alternatif; hilang satu komponen, tidak mengganggu pencapaian objective Full cost budget: - donasi, sponsorship - revenue → fund raising, sales - discount → actual expenses vs real value

Budget vs Success 

Break Even Point (BEP) = c/v BEP = level of achievement needed to cover the cost of the program c = total project cost v = outcome value



Per capita cost = v/p PCC = cost associated with number of people needed to cover the cost of the program c = total project cost p = number of people

Perencanaan & Sistem pengiriman pesan 

Strategi pengiriman Pesan & Media 1. Jangkauan Rating, Share 2. Frekuensi - Continuity - Pulsing - Flighting

 

Perbedaan Media Planning & publisitas Perencanaan menggunakan PERT CPM

Evaluasi Kampanye Komunikasi Fungsi Evaluasi  Hambatan Evaluasi  Pengukuran Efektivitas Kampanye 

- Definitional Effectiveness - Ideological Effectiveness - Political Effectiveness - Contextual Effectiveness - Cost Effectiveness - Programatic Effectiveness

Evaluasi Kampanye Komunikasi STUDI KASUS : The Standford Community studies “ Kampanye untuk Mengurangi Penyakit Kardiovaskular”  Mengubah Perilaku Gaya Hidup Tidak Sehat Masyarakat  Menggunakan 2 studi : Jangka pendek (3 tahun) - kelompok tertentu Jangka Panjang (14 tahun) – kelompok luas Berbagai jenis program (individual hingga massal) Desain kampanye media mempengaruhi publik

TERIMAKASIH

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