advertizer

However, not all of the discount is taken by the agency for itself, some of it given to the client (advertizer) as a "bonus." Thus, for the advertizer, an agency not only facilitates its promotional campaign activity but also provides it with an opportunity to enjoy some of the discount provided by the media.

Nowadays, ads in mass-media no longer serves only as a way of informing the public of a certain product; they also form part of the advertizer's overall strategy to market its products/services.

Seen from ad spending budget allocations, PT Unilever has been the largest advertizer. According to data from Media Scene 1998, the company spent at least Rp 92.59 billion on advertizing five of its brands, namely Sunsilk shampoo (Rp 36.78 billion), Clear (Rp 25.55 billion), Lux bath-soap (Rp 16.83 billion), Rinso detergent (Rp 12.42 billion), and Pepsodent tooth-paste (Rp 11 billion).

In other words, through a small-scale agency, an advertizer can enjoy some 20% discount which should have been paid to the agency.

These figures are presented here with the assumption that the projected ad spending is exclusive of the discounts which the media often provide to advertizers.

Therefore, this medium has become the main choice among advertizers.

In particular with regard to cigarettes, advertizers use printed media as an alternative because television is not supposed to show cigarettes as they are while printed media are allowed to do so as well as to present the verbal message.

The radio is usually used by advertizers as part of their broader marketing strategy, namely to broaden their audience coverage and to strengthen their brand image.