xi

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 .................................................................................................. v

Kata Pengantar ....................................................................................................... vi

Abstrak .................................................................................................................. ix

Daftar Isi................................................................................................................ xi

Daftar Gambar .................................................................................................... xii

Daftar Tabel ...................................................................................................... xiii

Daftar Lampiran ............................................................................................... xiv

BAB I PENDAHULUAN

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

1.2. Rumusan Permaslahan ............................................................. 3

1.3. Tujuan Perancangan ................................................................. 3

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

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

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

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

1.6.2. Analisis Data ................................................................... 7

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

BAB II LANDASAN TEORI

2.1. Pengertian Pemasaran ............................................................ 10

2.1.1 Konsep Pemasaran ........................................................ 10

2.1.2 Komunikasi Pemasaran ................................................. 11

2.2. Periklanan ............................................................................... 11

2.2.1 Pengertian Periklanan ................................................... 11

2.2.2 Peran Periklanan............................................................ 12

2.2.3 Manfaat Periklanan ....................................................... 12

2.3 Proses Komunikasi Periklanan ............................................... 13

2.4. Strategi Kreatif ....................................................................... 13

2.5 Pengertian Teoritis Dari Judul Karya ..................................... 14

2.5.1. Brand Awareness ........................................................... 14

2.5.2 Penjelasan Teori Dan Kerangka Teoritis ....................... 15

BAB III PERANCANGAN KREATIF PERIKLANAN

3.1 Profil Perusahaan dan Analisis Situasi .................................... 18

3.1.1 Profil Perusahaan ........................................................... 18

3.1.2 Analisis Situasi ............................................................... 19

3.2 Strategi Kreatif Iklan ............................................................... 28

3.2.1 Perencanaan Strategi Kreatif .......................................... 28

3.2.2 Konsep dan Strategi Media ............................................ 31

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3.3 Eksekusi Perancangan ............................................................. 39

3.3.1 Pertimbangan Pemilihan Karya.................................... 39

3.3.2 Karya Iklan ................................................................... 39

3.4 Justifikasi Strategi Kreatif dan Media ................................... 51

3.4.1 Aspek Copy .................................................................. 51

3.4.2 Aspek Visual ................................................................ 53

3.5 Time Table dan Anggaran Produksi ....................................... 63

3.5.1 Time Table ................................................................... 63

3.5.2 Anggaran Produksi ...................................................... 64

3.6 Kendala dan Pemecahannya .................................................. 65

3.6.1 Kendala ....................................................................... 65

3.6.2 Pemecahannya .............................................................. 65

BAB IV PENUTUP

4.1. Kesimpulan .......................................................................... 67

4.2. Saran-saran ........................................................................... 68

DAFTAR PUSTAKA

DAFTAR RIWAYAT HIDUP

LAMPIRAN

xiii

DAFTAR GAMBAR

Halaman

1. Gambar I.1 Skematika Perancangan .............................................................. 9 2. Gambar II.1 Piramida Keasadaran Merek (brand awareness) ...................... 14 3. Gambar II.2 Kerangka Teoritis Judul Karya .................................................. 17 4. Gambar III.1 Posisi Penguasa Pasar Produk .................................................. 22 5. Gambar III.2 Karya Iklan Media Cetak Versi Skater Boy ............................ 41 6. Gambar III.3 Tata Letak Iklan Media Cetak Versi Skater Boy di

Surat Kabar Sindo ........................................................................................... 42

7. Gambar III.4 Tata Letak Iklan Media Cetak Versi Skater Boy di Tabloid Gadis ................................................................................................. 42

8. Gambar III.5 Tata Letak Iklan Media Cetak Versi Skater Boy di Tabloid Nova ................................................................................................. 43

9. Gambar III.6 Karya Iklan Media Cetak Versi Girl Street Style ...................... 45 10. Gambar III.7 Tata Letak Iklan Media Cetak Versi Girl Street Style di

Tabloid Surat Kabar Sindo ............................................................................. 46

11. Gambar III.8 Tata Iklan Media Cetak Versi Girl Street Style di Tabloid Gadis .................................................................................................. 46

12. Gambar III.9 Tata Letak Iklan Media Cetak Versi Girl Street Style di Tabloid Nova ................................................................................................. 47

13. Gambar III.10 Karya Iklan Media Cetak Versi Hijab Street Style .................. 49 14. Gambar III.11 Tata Letak Iklan Media Cetak Versi Hijab Street Style

Di Surat Kabar Sindo ...................................................................................... 50

15. Gambar III.12 Tata Letak Iklan Media Cetak Versi Hijab Street Style Di Tabloid Gadis ............................................................................................. 50

16. Gambar III.13 Tata Letak Iklan Media Cetak Versi Hijab Street Style Di Surat Tabloid Nova .................................................................................... 51

17. Gambar III.14 Layout Iklan Media Cetak Versi Skater Boy ........................... 55 18. Gambar III.15 Keterangan Warna Iklan Media Cetak Versi

Skater boy......................................................................................................... 56

19. Gambar III.16 Layout Iklan Media Cetak Versi Girl Street Style ............................................................................................... 58

20. Gambar III.17 Keterangan Warna Iklan Media Cetak Versi Girl Street Style ................................................................................................ 59

21. Gambar III.18 Layout Iklan Media Cetak Versi Hijab Street Style ................. 61 22. Gambar III.19 Keterangan Warna Iklan Media Cetak Versi

Hijab Street Style ............................................................................................ 62

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DAFTAR TABEL

Halaman

1. Tabel III.1 Tabel Diferensiasi Produk .................................................... 26

2. Tabel III.2 Print Media Schedule ............................................................... 38

3. Tabel III.3 Time Table ............................................................................. 63

4. Tabel III.4 Anggaran Produksi ................................................................ 64

xv

DAFTAR LAMPIRAN

Lampiran A

A.1 Surat Keterangan Riset

A.2 Surat Persetujuan Penggunaan Merek

A.3 Surat Approval Persetujuan Karya

Lampiran B

B.1 Client Brief

B.2 Call Report

Lampiran C

C.1 Kontrak Kerja Talent

C.2 Lembar Wawancara ke Klien

C.3 Lembar Wawancara ke Konsumen

C.4 Gambar Foto Asli Sumber Karya

C.5 Sketsa Iklan Media Cetak

C.6 Rate Card

C.7 Print Media Schedule

C.8 Media Habit Analysis