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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