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DAFTAR ISI

Halaman

Halaman Judul Tugas Akhir.............................................................................. i

Surat Pernyataan Keaslian Tugas Akhir ........................................................... ii

Lembar Pernyataan Persetujuan Publikasi Karya Ilmiah .................................. iii

Lembar Persetujuan dan Pengesahan Tugas Akhir ........................................... iv

Lembar Konsultasi Dosen Pembimbing (AE).................................................... v

Lembar Konsultasi Asisten Pembimbing (AE) ................................................. vi

Lembar Konsultasi Dosen Pembimbing (MP) .................................................. vii

Lembar Konsultasi Asisten Pembimbing (MP) ................................................ viii

Lembar Konsultasi Dosen Pembimbing (CW) ................................................. ix

Lembar Konsultasi Asisten Pembimbing (CW) ................................................. x

Lembar Konsultasi Dosen Pembimbing (AD) .................................................. xi

Lembar Konsultasi Asisten Pembimbing (AD) ................................................ xii

Kata Pengantar ................................................................................................. xiii

Abstrak ............................................................................................................. xiv

Abstract ............................................................................................................. xv

Daftar Isi........................................................................................................... xvi

Daftar Gambar .................................................................................................. xviii

Daftar Tabel ..................................................................................................... xix

Daftar Lampiran ................................................................................................ xx

BAB I PENDAHULUAN

1.1. Latar Belakang ..................................................................... 1

1.2. Rumusan Masalah ................................................................ 4

1.3. Tujuan Perancangan ............................................................. 4

1.4. Ruang Lingkup Perancangan ............................................... 4

1.5. Manfaat Perancangan ........................................................... 4

1.6. Metode Perancangan ............................................................ 5

1.6.1 Metode Pengumpulan Data ......................................... 5

1.6.2 Analisa Data ................................................................ 7

1.7. Skematika Perancangan ....................................................... 9

BAB II LANDASAN TEORI

2.1. Pengertian Dan Konsep Teoritis Pemasaran ........................ 10

2.1.1 Pengertian Pemasaran ................................................. 10

2.2. Komunikasi Pemasaran ........................................................ 10

2.2.1 Bauran Pemasaran ....................................................... 10

2.2.2 Bauran Promosi ........................................................... 11

2.2.3 Komunikasi Pemasaran Terpadu................................. 12

2.3. Pengertian Periklanan........................................................... 13

2.3.1 Tujuan Periklanan ........................................................... 14

2.3.2 Peran Dan Manfaat Periklanan Bagi Perusahaan ........... 14

2.3.3 Proses Komunikasi Periklanan ....................................... 15

2.4. Strategi Kreatif Iklan ............................................................ 15

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2.5.Proses Perancangan Iklan Di Agency .................................... 16

2.6. Kriteria Iklan Yang Baik ...................................................... 18

2.7 Brand Awareness ..................................................................... 20

2.8 Pengertian Teoritis Dari Judul Karya ....................................... 21

BAB III PERANCANGAN KAMPANYE PERIKLANAN

3.1 Profil Perusahaan dan Analisis Situasi .................................. 23

3.1.1 Profil Perusahaan ......................................................... 23

3.1.2 Analisis Situasi ............................................................. 24

3.1.3 Analisis PEST .................................................................. 27

3.1.4 Tujuan Pemasaran ........................................................... 37

3.2 Strategi Kreatif kampanye..................................................... 37

3.2.1 Perencanaan Strategi Kreatif ........................................ 37

3.2.2 Konsep dan Strategi Media .......................................... 41

3.3 Eksekusi Perancangan ........................................................... 63

3.3.1 Pertimbangan Pemilihan Karya.................................... 63

3.3.2 Karya Iklan Sesuai Pilihan Client ................................... 64

3.4 Justifikasi Strategi Kreatif dan Media ................................... 88

3.4.1 Proses Kerja dan Justifikasi Straegi Kreatif AE .......... 88

3.4.2 Proses Kerja dan Justifikasi Straegi Kreatif CW ......... 90

3.4.3 Proses Kerja dan Justifikasi Straegi Kreatif AD ............. 90

3.4.4 Proses Kerja dan Justifikasi Straegi Kreatif MP ............. 91

3.5 Time Table dan Anggaran Produksi ...................................... 92

3.5.1 Time Table ................................................................... 92

3.5.2 Anggaran Produksi ...................................................... 94

3.6 Kendala dan Pemecahannya .................................................. 94

3.6.1 Kendala ....................................................................... 94

3.6.2 Pemecahannya .............................................................. 95

BAB IV PENUTUP

4.1. Kesimpulan ........................................................................ 106

4.2. Saran-saran ......................................................................... 107

DAFTAR PUSTAKA ......................................................................................... 109

DAFTAR RIWAYAT HIDUP ........................................................................ 111

LAMPIRAN ...................................................................................................... 115

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DAFTAR GAMBAR

Halaman

1. Gambar II.1 Proses Komunikasi Periklanan .................................................. 15 2. Gambar III.1Top Of Mind ............................................................................... 25 3. Gambar III.2 Minat Beli Konsumen ............................................................... 27 4. Gambar III.3 Media Television ....................................................................... 56 5. Gambar III.4 Media Radio .............................................................................. 57 6. Gambar III.5 Media Cetak .............................................................................. 58 7. Gambar III.6 Media Website ........................................................................... 59 8. Gambar III.7 Media Sosial .............................................................................. 60 9. Gambar III.8 Promosi dan Event ..................................................................... 61 10. Gambar III.9 Master Plan ............................................................................... 62 11. Gambar III.10 Keterangan Warna Iklan Versi Diskon Akhir Tahun .............. 64 12. Gambar III.11 Layout Iklan Versi Akhir Tahun ............................................. 65 13. Gambar III.12 Iklan Versi Akhir Tahun Full Page ......................................... 66 14. Gambar III.13 Penempatan Iklan Di Majalah ................................................. 67 15. Gambar III.14 Penempatan Iklan Karosel Di Instagram ................................. 67 16. Gambar III.15 Penempatan Iklan Tunggal Di Instagram ................................ 68 17. Gambar III.16 Penempatan Iklan Karosel Di Facebook ................................. 68 18. Gambar III.17 Penempatan Iklan Tunggal Di Facebook ................................ 69 19. Gambar III.18 Keterangan Warna Iklan Promosi Acara ................................. 70 20. Gambar III.19 Layout Iklan Promosi Acara .................................................... 71 21. Gambar III.20 Iklan Versi Promosi Acara Full Page ...................................... 72 22. Gambar III.21 Penempatan Iklan Di Majalah ................................................. 73 23. Gambar III.22 Penempatan Iklan Tunggal Di Instagram ................................ 73 24. Gambar III.23 Penempatan Iklan Tunggal Di Facebook ................................ 74 25. Gambar III.24 Keterangan Warna Iklan Versi Diskon ................................... 75 26. Gambar III.25 Layout Iklan Koran Versi Diskon ........................................... 75 27. Gambar III.26 Iklan Koran Versi Diskon Full Page ....................................... 76 28. Gambar III.27 Penempatan Iklan Pada Koran ................................................ 76 29. Gambar III.28 Penempatan Iklan Pada Website ............................................. 77 30. Gambar III.29 Keterangan Warna Iklan Website ........................................... 78 31. Gambar III.30 Layout Iklan Koran Edisi Promosi Acara .............................. 78 32. Gambar III.31 Iklan Koran Edisi Promosi Acara Full Page ........................... 79 33. Gambar III.32 Penempatan Iklan Pada Koran ................................................ 79 34. Gambar III.33 Penempatan Iklan Pada Website ............................................. 80 35. Gambar III.34 Keterangan Warna Iklan Versi 4 Segitiga ............................... 81 36. Gambar III.35 Layout IklanVersi 4 Segitiga ................................................... 81 37. Gambar III.36 Iklan Versi 4 Segitiga Full Page .............................................. 82 38. Gambar III.37 Penempatan Iklan Di Facebook ............................................... 83 39. Gambar III.38 Penempatan Iklan Di Instagram .............................................. 83 40. Gambar III.39 Mockup Panggung ................................................................... 90 41. Gambar III.40 Backdrop Event ....................................................................... 90 42. Gambar III.41 X Banner .................................................................................. 90 43. Gambar III.42 Poster dan Flyer Event ............................................................ 91 44. Gambar III.43 Flag Chain Event .................................................................... 91

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45. Gambar III.44 Sticker ..................................................................................... 91 46. Gambar III.45 Paper Bag ............................................................................... 92 47. Gambar III.46 T-shirt Crew ............................................................................ 92

DAFTAR TABEL

Halaman

1. Tabel III.1 Deferensiasi Produk ................................................................ 35

2. Tabel III.2 Media Siar TV .......................................................................... 49

3. Tabel III.3 Media Siar Radio ...................................................................... 50

4. Tabel III.4 Media Cetak ............................................................................. 50

5. Tabel III.5 Media website ........................................................................... 51

6. Tabel III.6 Media Sosial ............................................................................. 52

7. Tabel III.7 Perincian Event ......................................................................... 53

8. Tabel III.8 Storyline Tvc ............................................................................ 82

9. Tabel III.9 Storyboard Iklan Tvc Dan Youtube ......................................... 83

10. Tabel III.10 Time table ............................................................................... 92

11. Table III.11 Anggaran Produksi ................................................................. 94

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DAFTAR LAMPIRAN

Halaman

Lampiran A

A.1 Surat Keterangan Riset ............................................................................. 115

A.2 Surat Persetujuan Penggunaan Merek ...................................................... 116

A.3 Surat Approval Persetujuan Karya TVC .................................................. 117

A.4 Surat Approval Persetujuan Karya Radio................................................. 118

A.5 Surat Approval Persetujuan Karya Iklan Cetak........................................ 119

A.6 Surat Approval Website ............................................................................ 120

A.7 Surat Approval Iklan Sosial Media .......................................................... 121

Lampiran B

B.1 Client Brief ...... ..................................................................................... 122

B.2 Creative Brief .... ..................................................................................... 127

B.3 Call Report ........ ..................................................................................... 144

Lampiran C

C.1 Kontrak Kerja Talent versi Skateboard .................................................. 147

C.2 Kontrak Kerja Talent versi 4 Segitiga ....................................................... 148

C.2 Lembar Wawancara ke Klien ................................................................. 149

C.3 Lembar Wawancara ke Konsumen ........................................................... 151

C.4 Gambar Foto Asli Sumber Karya ........................................................... 160

C.5 Sketsa Iklan Media Cetak .......................................................................... 168

C.6 Rate Card ......... ........................................................................................ 173

C.7 Media Habit Analysis ............................................................................... 117