xiv

DAFTAR ISI

Halaman

Lembar Judul Tugas Akhir............................................................................... i

Lembar Pernyataan Keaslian Tugas Akhir................................................ ...... ii

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

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

Lembar Konsultasi Tugas Akhir ...................................................................... vi

Kata Pengantar ................................................................................................. x

Abstraksi .................................................................................... ..................... xii

Daftar Isi........................................................................................................... xiv

Daftar Gambar .................................................................................................. xvi

Daftar Tabel ..................................................................................................... xvii

Daftar Lampiran ............................................................................................... xviii

BAB I PENDAHULUAN ........................................................................... 1

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

1.2. Rumusan Permasalahan ............................................................. 3

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

1.4. Ruang LingkupPerencanaan ...................................................... 4

1.5. Manfaat Perancangan ................................................................. 5

1.6. Metode Perancangan .................................................................. 6

1.6.1. Metode Pengumpulan Data ............................................. 6

1.6.2. Analisis Data.................................................................... 12

1.7. Sistematik Perancangan ............................................................. 14

BAB II LANDASAN TEORI .... .................................................................. 15

2.1. Pemasaran dan Bauran Pemasaran ............................................. 15

2.1.1. Definisi Pemasaran .......................................................... 15

2.1.1. Definisi Bauran Pemasaran ............................................. 15

2.2. Komunikasi Pemasaran dan Promotion Mix.............................. 17

2.2.1. Komunikasi ...................................................................... 17

2.2.2. Komunikasi Pemasaran ................................................... 17

2.2.3. Promotion Mix / Bauran Pemasaran ................................ 18

2.3. Pengertian Periklanan................................................................. 19

2.4. Peran dan Manfaat Periklanan bagi Perusahaan dan Konsumen 19

2.4.1. Peran Periklanan bagi Perusahaan dan Konsumen ......... 19

2.4.2. Manfaat Periklanan bagi Perusahan dan Konsumen ...... 19

2.5. Proses Komunikasi Periklanan ................................................... 22

xv

2.6. Strategi Kreatif dan Perancangan Iklan Agency Periklanan ...... 23

2.6.1. Strategi Kreatif ............................................................... 23

2.6.2. Perancangan Iklan Agency Periklanan ........................... 28

2.7. Penjelasan Teori Judul Kaya ...................................................... 29

BAB III PERANCANGAN KAMPANYE PERIKLANAN ............... 31

3.1. Profil Perusahaan dan Analisis Situasi ....................................... 31

3.1.1. Profil Perusahaan .......................................................... 31

3.1.2. Anlisis Situasi .................................................................. 32

3.1.3. Tujuan Pemasaran ............................................................ 51

3.2. Strategi Kreatif Kampanye ........................................................ 51

3.2.1. Perancangan Strategi Kreatif Kampanye ......................... 51

3.2.2. Konsep dan Strategi Meidia ............................................ 54

3.3. Eksekusi Perancangan ................................................................ 82

3.3.1. Pertimbangan Pemilihan Karya ....................................... 82

3.3.2. Karya Iklan Sesuai Pemilihan Klien ................................ 82

3.4. Justifikasi Strategi Kreatif dan Media ....................................... 105

3.4.1. Proses Kerja dan Justifikasi Strategi Kreatif (AE) .......... 105

3.4.2. Proses Kerja dan Justifikasi Strategi Kreatif (CW) ......... 106

3.4.3. Proses Kerja dan Justifikasi Strategi Kreatif (MP) .......... 111

3.4.4. Proses Kerja dan Justifikasi Strategi Kreatif (AD) .......... 113

3.5. Time Table & Anggaran Produksi ............................................ 136

3.5.1 Time Table ....................................................................... 136

3.5.2 Anggaran Produksi .......................................................... 138

3.6. Kendala dan Pemecahanya ........................................................ 138

3.6.1. Kendala ............................................................................ 138

3.6.2. Pemecahanya ................................................................... 139

BAB IV PENUTUP ................................................................................ 140

4.1. Kesimpulan dan Saran................................................................ 140

4.1.1. Kesimpulan ...................................................................... 140

4.1.2. Saran ................................................................................ 141

DAFTAR PUSTAKA ............................................................................. 143

DAFTAR RIWAYAT HIDUP .............................................................. 145

SURAT KETERANGAN PKL/RISET ................................................ 146

LAMPIRAN-LAMPIRAN .................................................................... 147

xvi

DAFTAR GAMBAR

Halaman

1. Gambar III.1 Harga Future Digital Cutsom .............................................. 45

2. Gambar III.2 Majalah Provoke ................................................................. 90

3. Gambar III.3 Tshirt Printing Workshop .................................................... 92

4. Gambar III.4 Flayer ................................................................................... 101

5. Gambar III.5 X Banner ............................................................................. 104

xvii

DAFTAR TABEL

Halaman

1. Tabel I.1 Penjelasan Skematik ................................................................... 14

2. Tabel II.1 Strategi Periklanan Kreatif ........................................................ 23

3. Tabel III.1 Harga Latasha House of Printing ............................................. 39

4. Tabel III.2 Price List Tshirt Bar Online ..................................................... 43

5. Tabel III.3 Deferensiasi Produk ................................................................. 47

6. Tabel III.4 Budget Media Lini Bawah ....................................................... 72

7. Tabel III.5 Media Master Plan ................................................................... 77

8. Tabel III.6 Biaya Radio .............................................................................. 78

9. Tabel III.7 Biaya Media Cetak ................................................................... 79

10. Tabel III.8 Biaya Media Internet ................................................................ 80

11 Tabel III.9 Biaya Media Sosial .................................................................. 81

11. Tabel III.10 Naskah TVC ........................................................................... 94

13. Tabel III.11 Storyboard .............................................................................. 133

13. Tabel III.12 Time Table ............................................................................. 136

14. Tabel III.13 Anggaran Produksi ................................................................. 138

xviii

DAFTAR LAMPIRAN

Halaman

A.1 Surat Keterangan Riset ............................................................................. 146

A.2 Surat Keterangan PKL ............................................................................ 147

A.3 Surat Call Report ..................................................................................... 148

A.4 Surat Persetujuan Approval ..................................................................... 152

B.1 Client Brief ............................................................................................. 153

B.2 Creative Brief .......................................................................................... 163

C.1 Gambar Sketsa Instastory ........................................................................ 184

C.2 Gambar Flayer Event ............................................................................... 185

C.3 Gamar Majalah Event .............................................................................. 186

C.4 Gambar Instagram Carousel ................................................................... 187

C.5 Gambar Flayer ......................................................................................... 190

D.1 Story Board 15 Detik ............................................................................. 191

D.2 Story Board 30 Detik ............................................................................. 194

E.1 Sketsa Story Board 15 Detik.................................................................... 195

E.2 Sketsa Story Board 30 Detik.................................................................... 196

E.3 Seketsa Carosel 2 ..................................................................................... 197

E.4 Seketsa Instastory .................................................................................... 197

E.5 Seketsa Poster .......................................................................................... 198

E.6 Seketsa Majalah 2 dan Poster .................................................................. 198

E.7 Seketsa Majalah 1 .................................................................................... 199

E.8 Seketsa Instagram .................................................................................... 199

E.9 Seketsa Carosel 1 ..................................................................................... 199

E.10 Seketsa Poster Event ............................................................................... 200

E.11 Seketsa X Banner ..................................................................................... 200

E.12 Media Master Plan ................................................................................... 201

E.13 Biaya Media Radio .................................................................................. 202

E.14 Biaya Media Cetak .................................................................................. 203

E.15 Biaya Media Internet ............................................................................... 204

E.16 Biaya Media Sosial .................................................................................. 205