Transcript Flashback Iklan dan Periklanan

Diyah Ayu Amalia Avina M.Si
FISIP Universitas Brawijaya
[email protected]
[email protected]
 (informal ad, UK also informal
advert)
 A picture, short film, song, etc
that tries to persuade people to
buy a product or service, or a
piece of text that tells people
about a job, etc.
example :
a television / newspaper
advertisement for a new car
http://www.coloribus.com/adsarchive/pr
ints/mazda-2-rock-climbing-14136505/
http://dictionary.cambridge.org/dictionary/english/advertisement
 Iklan, secara definitif dapat diartikan sebagai :
KITAB ETIKA PARIWARA INDONESIA
Iklan adalah pesan komunikasi pe masaran
tentang suatu produk yang disampaikan lewat
suatu media dan dibiayai oleh pemrakarsa yang
dikenal, serta ditujukan kepada sebagian atau
seluruh masyarakat.
Iklan adalah kandungan utama dari manajemen
promosi yang menggunakan ruang media
berbayar (televisi, radio, surat kabar, majalah)
guna menyampaikan pesan (Aitchison, 2005:15)
transitive verb
1: to make something known to :
notify
2 a : to make publicly and generally
known <advertising their readiness to
make concessions>
b : to announce publicly especially by
a printed notice or a broadcast
c : to call public attention to especially
by emphasizing desirable qualities so
as to arouse a desire to buy or
patronize : promote
intransitive verb
: to issue or sponsor advertising
<advertise for a secretary>
http://www.heartofcheer.com/adve
rtising/
http://www.merriam-webster.com/dictionary/advertise
Advertising is paid form of
persuasive communication that
uses mass and interactive media
to reach board audiences in
order to connect an identified
sponsor with buyers (a target
audience) and provide
information about products
(goods, services, and ideas)
(Wells, barnett and Moriarty.
2009:55)
http://tweakyourbiz.com/mar
keting/2012/07/26/8-practicalquestions-to-ask-aprospective-ad-agency/
The American Marketing Association defining Advertising as :
The placement of announcements and persuasive messages in
time or space purchased in any of the mass media by business
firms, nonprofit organizations, government agencies, and
individuals who seek to inform and/or persuade members of a
particular target market or audience about their products,
services, organizations, or ideas
(Tuten, 2008:2)
periklanan adalah komunikasi
persuasive berbayar yang
menggunakan media massa dan
media interaktif untuk meraih
audience yang luas untuk
menghubungkan sponsor
teridentifikasi dengan pembeli
(target audience) dan
menyediakan informasi
mengenai produk (barang, jasa ,
ide)
(Wells, Mitchell dan Moriarty,
2009:55)
http://alldubai.ae/dubaiadvertising-agencies-listdirectory/
 A complex form of communication using objectives and
strategies to impact consumer thoughts, feelings, and
actions.
 A form of marketing communication (all the techniques
marketers use to reach their customers and deliver their
messages).
1. Paid communication
2. Sponsor is identified
3. Tries to inform or persuade
4. Reaches a large audience
5. Message conveyed through many different kinds of
largely nonpersonal mass media and interactive media
Principle:
An effective advertisement is one that can be proven
to meet its objectives.
advertisement
advertising
 - products of ads (noun)
 Persuasive message
 Process to make an
(final message) that
captured by audience –
advertisement (Verb)
(planning, execution,
evaluation)
 Hasil –
“pengumuman/pesan
persuasi” yang dilihat
oleh target audience
Advertising (periklanan)

 dapat dilihat sebagai
proses pembuatan iklan
(mulai dariperencanaan,
eksekusi, dan evaluasi
pesan)
1-13
The strategy is the LOGIC AND PLANNING
behind the ad that gives it DIRECTION.
 Advertisers develop ads to meet objectives.
 Advertisers direct ads to identified audiences.
 Advertisers create a message that speaks to the
audience’s concerns.
 Advertisers run ads in the most effective media.
The creative concept is THE CENTRAL IDEA that GRABS
the consumer’s ATTENTION AND STICKS IN MEMORY.
Also :
 Planning strategy requires creative problem solving.
 Research involves creativity.
 Buying and placing ads requires creative thinking.
 Effective ads are well executed reflecting the
highest production values in the industry.
 Clients demand the best production the budget
allows.
http://www.liquidagency.com/blog/shouldstrategy-be-more-agile/#.VsCRJctp5bw
- Media research
- Media selection
- How much does it cost?
- negotiation
- Time schedule
etc
http://www.amplifymm.com/marketingproducts/traditionalmedia/
Principle:
In advertising how you say something and where you say it is
just as important as what you say.
Strategy
Dasar dalam menentukan arahan dan fokus
periklanan. Strategi adalah yang memberikan
arah dan fokus pada pencapaian tujuan.
Creative Idea
Menggali ide-de yang dapat menarik perhatian
dan tertanam dalam memori.
Kata ‘creative’ menggambarkan aspek – aspek
yang mendorong proses periklanan
Creative
execution
Iklan yang efektif adalah iklan yang dengan baik
dieksekusi oleh pengiklan.
Media Planning Merencanakan media apa yang digunakan dalam
and Buying
penyebaran iklan dan bagaimana mengatur
pembelian dan penjadwalan spot-spot iklan
secara menyeluruh