measuring the effectiveness of the promotional program

Measuring the Effectiveness of the Promotional Program

Tujuan1. Menghitung efektivitas Program Marketing yang sudah dilakukan oleh Team

Marcomm dalam sebuah perusahaan2. Menghitung R.O.I dalam Program Marketing

Tools Media1. Konvensional Media:• Broadcast: Television and radio news• Print: Majalah, koran dan Tabloid• Out of Home: Billboard, Bus Advertising, Umbul-Umbul, Neon signate2. Digital Media• Banner ads, Email Marketing, Social Media

Measuring Program

CRI =(Audience)

(COST OF INVESTMENT)

1. Cost Ratio for Impression

2. Cost Ratio for Sales

CRS =Revenue in Program

COST OF INVESTMENT

Contoh Campaign

S Nexian Mahakarya RCTI

Contoh Campaign

S Nexian Selamat Begi Prambors

Contoh Campaign

TEBS Java Jazz

Contoh Campaign

Tehbotol Sosro PRJ

Contoh Digital Campaign

S Nexian Corporate Branding

R.O.I

Invesment

Action

•Campaign•Advertising

Reacti

on

Non-

Financia

l Prof

it

Financial Profit

• Selling

Rumus R.O.I

ROI =COST OF INVESTMENT

(PROFIT FROM INVESTMENT - COST OF INVESTMENT)

ROI =Rp. 140.000.000

(Rp. 590.099.000 - Rp. 140.000.000)

ROI = 3.21

Terima Kasih

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