{"id":3134,"date":"2018-07-12T12:22:05","date_gmt":"2018-07-12T05:22:05","guid":{"rendered":"http:\/\/binus.ac.id\/malang\/?p=3134"},"modified":"2018-07-12T12:22:05","modified_gmt":"2018-07-12T05:22:05","slug":"mau-sukses-riset-dulu","status":"publish","type":"post","link":"https:\/\/binus.ac.id\/malang\/2018\/07\/mau-sukses-riset-dulu\/","title":{"rendered":"MAU SUKSES? RISET DULU!"},"content":{"rendered":"<p>Oleh: Nur Kholis, S.S., M.I.Kom.<\/p>\n<p><strong>\u00a0<\/strong><\/p>\n<p>Sukses adalah tujuan hidup setiap\u00a0 manusia di muka bumi ini. Seorang mahasiswa, dosen, pekerja kantor, artis, semua memimpikan untuk sukses meraih mimpi. Tak terkecuali sebuah merek, ia pun berhak dan wajib sukses memenangkan kompetisi. Iklim kompetisi saat ini begitu ekstrim. Semua merek berjuang untuk menarik perhatian para konsumen. Periklanan adalah salah satu upaya baik yang harus dilakukan oleh setiap pengelola merek untuk memenangkan kompetisi tersebut. Lalu, apa langkah pertama yang harus ditempuh pengelola merek untuk melakukan praktik periklanan? Riset adalah jawabannya.<\/p>\n<p>Riset berasal dari kata <em>re-search<\/em> yang artinya menemukan kembali. Kegiatan riset berarti sebuah upaya untuk kembali menemukan beragam informasi penting sebagai panduan untuk mengambil sebuah keputusan. Sebelum kegiatan periklanan dimulai, pengelola merek harus menemukan kembali beberapa informasi penting, yaitu: karakterisitik khalayak yang disesuaikan dengan karakter produk, posisi produk di antara para kompetitor, sikap khalayak terhadap produk serta media mana yang dianggap paling efektif dan efisien sebagai media beriklan. Semua informasi tersebut bisa didapatkan melalui proses riset. Kegiatan riset memungkinkan pengelola merek mendapatkan data yang akurat tentang bagaimana karakter dari target pasar. Dalam hal ini, karakter berkaitan dengan apa yang disukai dan apa yang tidak disukai oleh target pasar. Posisi produk juga menjadi hal penting yang harus digali informasinya. Hal ini penting untuk mengukur seberapa besar pengaruh kompetitor terhadap produk yang dikelola. Pengelola juga harus mencari tahu sikap target pasar terhadap produk yang bersangkutan. Mereka menolak atau menerima? Hal terakhir yang harus digali oleh para pengelola merek sebelum melakukan aktifitas periklanan adalah apakah media yang tepat untuk melakukan aktiitas periklanan tersebut. Hal ini sangat terkait dengan hasil penggalian informasi sebelumnya.<\/p>\n<p>Dalam sebuah praktik periklanan, riset menjadi gerbang utama dari pengelola merek untuk melakukan aktifitas yang lebih spesifik dan tajam. Hasil riset akan menjadi pedoman bagi pengelola merek untuk mengambil langkah strategis dalam pengelolaan iklan yang sesuai dengan produk. Riset membuat langkah para pengelola merek akan lebih efektif dan mampu menciptakan peluang kesuksesan yang diharapkan. Mau sukses? Riset dulu!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Oleh: Nur Kholis, S.S., M.I.Kom. \u00a0 Sukses adalah tujuan hidup setiap\u00a0 manusia di muka bumi ini. Seorang mahasiswa, dosen, pekerja kantor, artis, semua memimpikan untuk sukses meraih mimpi. Tak terkecuali sebuah merek, ia pun berhak dan wajib sukses memenangkan kompetisi. Iklim kompetisi saat ini begitu ekstrim. Semua merek berjuang untuk menarik perhatian para konsumen. Periklanan [&hellip;]<\/p>\n","protected":false},"author":16,"featured_media":0,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[133],"tags":[],"class_list":["post-3134","post","type-post","status-publish","format-standard","hentry","category-communication"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>MAU SUKSES? 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