DAFTAR ISI

LEMBAR JUDUL TUGAS AKHIR …………………………………………….. i

LEMBAR PERNYATAAN KEASLIAN TUGAS AKHIR……………………... ii

LEMBAR PERNYATAAN PERSETUJUAN PUBLIKASI KARYA ………… iii

LEMBAR PERSETUJUAN DAN PENGESAHAN TUGAS AKHIR ………… iv

LEMBAR KONSULTASI TUGAS AKHIR DOSEN PEMBIMBING I ……… v

LEMBAR KONSULTASI TUGAS AKHIR DOSEN PEMBIMBING II …….. vi

KATA PENGANTAR …………………………………………………………. vii

ABSTRACT ………………………………………………………………………………. ix

ABSTRAKSI .......................................................................................................... x

Bab I PENDAHULUAN .......................................... Error! Bookmark not defined.

1.1 Latar Belakang ................................................. Error! Bookmark not defined.

1.2 Rumusan Masalah ............................................ Error! Bookmark not defined.

1.3 Tujuan Perancangan ......................................... Error! Bookmark not defined.

1.4 Ruang Lingkup Perancangan ........................... Error! Bookmark not defined.

1.5 Manfaat Perancangan ....................................... Error! Bookmark not defined.

a.Manfaat Penulis ........................................ Error! Bookmark not defined.

b.Manfaat Client .......................................... Error! Bookmark not defined.

c.Manfaat Masyarakat ................................. Error! Bookmark not defined.

1.6 Metode Perancangan ...................................... Error! Bookmark not defined.

1.6.1 Metode Pengumpulan Data ................... Error! Bookmark not defined.

a.Metode Wawancara .................................. Error! Bookmark not defined.

b.Metode Dokumentasi dan Kepustakaan ... Error! Bookmark not defined.

1.6.2 Analisis Data ......................................... Error! Bookmark not defined.

a. Analisis Kualitatif.................................... Error! Bookmark not defined.

b.Analisis SWOT ........................................ Error! Bookmark not defined.

1.7 Skematika Perancangan .................................. Error! Bookmark not defined.

Bab II LANDASAN TEORI .................................... Error! Bookmark not defined.

2.1 Pemasaran ...................................................... Error! Bookmark not defined.

2.1.1 Pengertian Pemasaran ...................... Error! Bookmark not defined.

2.1.2 Komunikasi Pemasaran .................... Error! Bookmark not defined.

2.1.3 Promotion Mix ................................ Error! Bookmark not defined.

2.2 Periklanan ....................................................... Error! Bookmark not defined.

2.2.1 Pengertian Periklanan....................... Error! Bookmark not defined.

2.2.2 Manfaat Periklanan .......................... Error! Bookmark not defined.

2.2.3 Proses Komunikasi Periklanan ......... Error! Bookmark not defined.

2.2.4 Strategi Kreatif Iklan ........................ Error! Bookmark not defined.

2.3 Kerangka Teori Judul Karya ........................... Error! Bookmark not defined.

2.3.1 Iklan Media Cetak ............................ Error! Bookmark not defined.

2.3.2 Brand ................................................ Error! Bookmark not defined.

2.3.3 Awareness ........................................ Error! Bookmark not defined.

2.3.4 Brand awareness .............................. Error! Bookmark not defined.

2.3.5 Jasa ................................................... Error! Bookmark not defined.

2.3.6 Cepat ................................................ Error! Bookmark not defined.

2.3.7 Bersahabat ........................................ Error! Bookmark not defined.

Bab III STRATEGI KREATIF IKLAN ................ Error! Bookmark not defined.

3.1 Profil Perusahaan dan Analisis Situasi ........... Error! Bookmark not defined.

3.1.1 Profil Perusahaan ................................. Error! Bookmark not defined.

3.1.2 Analisis Situasi .................................... Error! Bookmark not defined.

a. Kondisi pasar dan Perilaku konsumen .... Error! Bookmark not defined.

1. Kondisi pasar ....................................... Error! Bookmark not defined.

a. Market Share .................................... Error! Bookmark not defined.

b. Top of Mind ...................................... Error! Bookmark not defined.

2. Perilaku konsumen .......................... Error! Bookmark not defined.

a. Aspek politik ................................ Error! Bookmark not defined.

b. Aspek Ekonomi ................................... Error! Bookmark not defined.

c. Aspek Sosial ..................................... Error! Bookmark not defined.

d. Aspek Teknologi .............................. Error! Bookmark not defined.

b. Aspek Strategi Pemasaran ....................... Error! Bookmark not defined.

1. Product ................................................ Error! Bookmark not defined.

a. BII Tabungan Reguler ........................ Error! Bookmark not defined.

b. Tabunganku BII Maybank ................... Error! Bookmark not defined.

2. Price .................................................... Error! Bookmark not defined.

3. Place .................................................... Error! Bookmark not defined.

4. Promotion ............................................ Error! Bookmark not defined.

c. Kompetitor dan Deferensiasi ................... Error! Bookmark not defined.

1. Kompetitor ........................................... Error! Bookmark not defined.

a. PT Bank Danamon Indonesia, Tbk. Error! Bookmark not defined.

b. PT Bank Mayora Tbk, ..................... Error! Bookmark not defined.

2. Diferensiasi .......................................... Error! Bookmark not defined.

d. Analisis SWOT ........................................ Error! Bookmark not defined.

e. Tujuan Pemasaran ................................... Error! Bookmark not defined.

3.2 Strategi Kreatif Iklan ..................................... Error! Bookmark not defined.

3.2.1 Perencanaan Strategi Kreatif Iklan ..... Error! Bookmark not defined.

a. Advertising Objective. .......................... Error! Bookmark not defined.

b. Target Audience ..................................... Error! Bookmark not defined.

1. Demografi ........................................ Error! Bookmark not defined.

2. Geografi ........................................... Error! Bookmark not defined.

3. Psycografi ........................................ Error! Bookmark not defined.

4. Behavioral ........................................ Error! Bookmark not defined.

5. Profile Consumer ............................. Error! Bookmark not defined.

6. Insight Consumer ............................. Error! Bookmark not defined.

c. Promise/Positioning............................. Error! Bookmark not defined.

d. The Support/Reason Why ..................... Error! Bookmark not defined.

e. Brand Character/Personality .............. Error! Bookmark not defined.

f. Thema/Big Ide ...................................... Error! Bookmark not defined.

g. Tone and Manner communication ....... Error! Bookmark not defined.

1. Pendekatan pesan iklan .................... Error! Bookmark not defined.

2. Gaya Penyampaian Pesan ................ Error! Bookmark not defined.

3. Daya tarik pesan : Positif ................. Error! Bookmark not defined.

h. Mandatories ......................................... Error! Bookmark not defined.

3.2.2 Konsep dan Strategi Media ................... Error! Bookmark not defined.

a. Tinjauan Media........................................ Error! Bookmark not defined.

1. Media lini atas (Above The Line) ..... Error! Bookmark not defined.

2. Media lini bawah (Below The Line) . Error! Bookmark not defined.

b. Strategi Eksekusi Media ....................... Error! Bookmark not defined.

1. Majalah Infobank ................................ Error! Bookmark not defined.

2. Majalah Investor ................................. Error! Bookmark not defined.

3.3 Eksekusi Perancangan ................................... Error! Bookmark not defined.

3.3.1 Pertimbangan Pemilihan Karya........ Error! Bookmark not defined.

3.3.2 Karya iklan ....................................... Error! Bookmark not defined.

a. Versi Pengusaha muda ......................... Error! Bookmark not defined.

b. Penempatan Iklan Cetak di Majalah .... Error! Bookmark not defined.

c. Versi Mahasiswa .................................. Error! Bookmark not defined.

d. Penempatan iklan cetak di majalah ...... Error! Bookmark not defined.

e. Versi Wanita karir ................................ Error! Bookmark not defined.

f. Penempatan iklan cetak di Majalah ..... Error! Bookmark not defined.

3.4 Juatifikasi Strategi kreatif iklan ...................... Error! Bookmark not defined.

3.4.1 Aspek Copy.......................................... Error! Bookmark not defined.

a. Versi Pengusaha Muda ........................... Error! Bookmark not defined.

b. Versi Mahasiswa ................................... Error! Bookmark not defined.

c. Versi Wanita karir ................................ Error! Bookmark not defined.

3.4.2 Aspek Visual .................................... Error! Bookmark not defined.

a. Versi Pengusaha muda ........................... Error! Bookmark not defined.

b. Versi Mahasiswa .................................... Error! Bookmark not defined.

c. Versi Wanita karir .................................. Error! Bookmark not defined.

3.5 Time table dan anggaran produksi .................. Error! Bookmark not defined.

3.5.1 Time table......................................... Error! Bookmark not defined.

3.5.2 Anggaran Produksi .............................. Error! Bookmark not defined.

3.6 Kendala dan Pemecahannya ........................... Error! Bookmark not defined.

3.6.1. Kendala ............................................... Error! Bookmark not defined.

3.6.2. Pemecahannya .................................... Error! Bookmark not defined.

Bab IV PENUTUP ................................................... Error! Bookmark not defined.

4.1 Kesimpulan ..................................................... Error! Bookmark not defined.

4.2 Saran-Saran ..................................................... Error! Bookmark not defined.

DAFTAR PUSTAKA ............................................ Error! Bookmark not defined.

DAFTAR RIWAYAT HIDUP ............................... Error! Bookmark not defined.

LAMPIRAN-LAMPIRAN ..................................... Error! Bookmark not defined.