Aktivitas MAnajemen Periklanan Agensi Below The Line dalam Menangani Produk Kesehatan:(Studi kasus Deskriptif tentang Aktivitas Manajemen Periklanan TM Creative Communication dalam Menangani Klien Pro

Anggardika Ayu Parameswara, Pulung Setiosuci Perbawani

2014 | Skripsi | Ilmu Komunikasi

ABSTRACT As more products and services developed in the market, the needs of marketing activities are increasing, and it led to the increasing growth of advertising agencies in Indonesia. The advertising agency involved in addressing the needs of the marketing activities that cannot be handled by a company. Each advertising agency will be offering the marketing concept to the company as they will implement the marketing program of the company. Among the many advertising agencies in Indonesia, there is an agency that has a special uniqueness, namely TM Creative Communication. TM Creative Communication is an agency that specializes in below the line media and special handling clients that produce products with the category of drugs and nutrients. TM Creative Communication is one of the agencies in Indonesia and Southeast Asia who only handle healthcare products through marketing below the line media. The field of marketing services that deal with the health care products, pharmaceuticals, and nutrients are still relatively rare in the advertising agency industry. Unlike the advertising management conducted by an ad agency in general, advertising management activities TM Creative Communication as a special agency using BTL media involves many actors from other industries in it, like the company as a client, vendor, event organizers, and the target or consumers themselves. In addition, the field work is devoted to the health product companies, pharmaceutical and nutritional make any activity or advertising planning made by TM Creative Communication must follow the rules regarding supervision guidelines promotion and advertising of drugs that have been made by the Food and Drug Supervisory Agency (BPOM) . The existence of these regulations will affect the formulation of creative concept and execution of marketing activities that handled by TM Creative Communication. Various formulation stages of marketing concepts in TM Creative Communication’s advertising management are done by basing the provision of product marketing of these drugs. Overall the advertising management activities generate advertising and marketing concepts are different when compared with the advertising management activities undertaken by advertising agencies in general .

Kata Kunci : Manajemen Periklanan; Iklan