1.

Bisa dijelaskan perbedaan penggunaan cara tradisional serta modern dari

pemasaran dan kehumasan? Tolong deskripsikan secara detil minimal lima perbedaan
tersebut.

 Nontargeted broadcast of press release

 Idealist journalist will seek idea on the web to look for interesting story,
companies, people
 PR people used to write release and then approach the reporter or editor so that
they interested put it as story
 Media is still important. Positive story in Rolling Stone propel a rock band.
Article in WSJ Brand a company as player.
 The only way to be the news is through media
 Companies communicated to journalists via press release
 Nobody saw the actual press release except a handful of reporters and editors
 Companies had to have significant news before they were allowed to write release
 You weren’t supposed to send a release unless it included quotes from third party
(costumers, analyst, expert)
 The only way buyers would learn about the press release’s content was if media
wrote a story about it
 The only way to measure effectiveness of press release wash through “clip books”
 PR and marketing were separate disciplines run b different people with separate
goals, strategies and measurement techniques.

Sedangkan

 Marketing is more than advertising

 PR is for more than just a mainstream media audience
 You are what you publish
 People want authenticity not spin
 People want participation not propaganda
 Marketing is delivering content at the precise moment your audience needs it.
 Marketers must shift their thinking from mainstream marketing to a strategy of
reaching a vast numbers of undeserved audiences via the web
 PR its about seeing your company in the web
 Marketing is about your organization winning business
 The internet has made PR public again, after years focusing on media
 Companies must drive people into the purchasing process with great online
content
 Blogs, podcasts, e-books, new releases & other on-line form let organization
communicate directly with buyers
 On the web the line between marketing and PR become blur,
2. Berdasarkan pengertian anda bisa dijelaskan lima karakteristik dari konsumsi
media atau informasi generasi muda saat ini dibandingkan dengan generasi
sebelumnya? Mohon dijabarkan lima karakteristik tersebut secara rinci.

• High Tv consumption folow by Radio and Internet.

• Fast adopter
• Following trends when context is relevan as peer pressure
Indonesia Led TV viewing inthe quarter final with 47,3 % of Tv population
watched Argentina VS germany

*3 juli 2010, TV audience Measurement International-World Cup audience.

 • Lifestyle Sensitive,
• Price sensitive

• Have different opinion

3. Anda adalah seorang kepala humas dari BKKBN (Badan Keluarga Berencana
Nasional) diberi tugas untuk membuat strategi Pemasaran dan kehumasan gerakan
keluarga berencana selama lima tahun kedepan di seluruh pelosok Indonesia dengan
target 80 persen suami-istri di Indonesia mengikuti program Keluarga Berencana.
Bisa dibuatkan strategi serta rencana aksi pemasaran dan kehumasan tersebut dengan
memasukkan komponen diantaranya:
• Target dari strategi komunikasi tersebut dengan memperhitungkan unsur: usia,
pendapatan, geografis, budaya atau etnis.
• Metode serta media komunikasi dan pemasaran yang digunakan untuk
mensukseskan insiatif ini.
• Dijabarkan pula jangka waktunya dari penggunaan metode serta media
komunikasi untuk mensukseskan kampanye Keluarga Berencana ini.