1. Measuring the Effectiveness of the
Promotional Program

2. Tujuan
1. Menghitung efektivitas Program Marketing yang sudah dilakukan oleh
Team Marcomm dalam sebuah perusahaan
2. Menghitung R.O.I dalam Program Marketing

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

4. Measuring Program
1. Cost Ratio for Impression
(COST OF INVESTMENT)
CRI =
(Audience)
2. Cost Ratio for Sales
COST OF INVESTMENT
CRS =
Revenue in Program

5. Contoh Campaign
S Nexian Mahakarya RCTI

6. Contoh Campaign
S Nexian Selamat Begi Prambors

7. Contoh Campaign
TEBS Java Jazz

8. Contoh Campaign
Tehbotol Sosro PRJ

9. Contoh Digital Campaign
S Nexian Corporate Branding

10. R.O.I
Non-Financial Financial
Invesment Action Reaction
Profit Profit
• Campaign • Positive respons • Awareness • Selling
• Advertising • Negative respon • Interest

11. Rumus R.O.I
(PROFIT FROM INVESTMENT - COST OF INVESTMENT)
ROI =
COST OF INVESTMENT
(Rp. 590.099.000 - Rp. 140.000.000)
ROI =
Rp. 140.000.000
ROI = 3.21

12. Terima Kasih
www.agungsetiawan.com
http://marketingpalsu.wordpress.com
@AgungpumA