xii
DAFTAR ISI
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 ..................................................................................................... viii
Abstraksi .................................................................................................................. x
Daftar Isi................................................................................................................ xii
Daftar Gambar ........................................................................................................ xv
Dartar Tabel ..........................................................................................................xvi
Daftar Lampiran .................................................................................................. xvii
BAB I PENDAHULUAN ................................................................................................. 1
1.1. Latar Belakang ................................................................................. 1
1.2. Rumusan Masalah ........................................................................... 3
1.3. Tujuan Perancangan ........................................................................ 4
1.4. Ruang Lingkup Perancangan ........................................................... 4
1.5. Manfaat Perancangan ...................................................................... 7
1.6. Metode Perancangan ........................................................................ 8
1.6.1. Metode Pengumpulan Data .................................................... 8
1.6.2. Analisa Data ......................................................................... 10
1.7. Skematika Perancangan ................................................................. 13
BAB II LANDASAN TEORI ........................................................................................ 14
2.1. Pemasaran dan Bauran Pemasaran ................................................ 14
2.1.1. Pemasaran ............................................................................ 14
2.1.2. Bauran Pemasaran ................................................................ 14
2.2. Komunikasi Pemasaran dan Bauran Promosi Pemasaran ............ 15
2.2.1. Komunikasi Pemasaran ........................................................ 15
2.2.2. Bauran Promosi Pemasaran ................................................. 16
2.3. Periklanan ...................................................................................... 18
2.4. Peran dan Manfaat Periklanan Bagi Perusahaan dan Konsumen .. 18
2.5. Proses dan Tahapan Strategi Kreatif Iklan .................................... 22
2.6. Proses Perancangan Iklan di Agency Periklanan ........................... 23
2.7. Kriteria Iklan yang Efektif .............................................................. 25
2.8. Pengertian Teoritis Judul Karya ................................................... 27
2.8.1. Kampanye Periklanan ........................................................... 27
2.8.2. Brand Awareness ................................................................. 27
xiii
2.8.3. Cokelat ................................................................................. 28
2.8.4. Jar ......................................................................................... 28
BAB III PERANCANGAN KAMPANYE PERIKLANAN ........................................ 29
3.1. Profile Perusahaan dan Analisis Situasi ........................................ 29
3.1.1. Profile Perusahaan ................................................................ 29
3.1.2. Analisis Situasi ..................................................................... 32
3.1.3. Tujuan Pemasaran ................................................................ 45
3.2. Strategi Kreatif Kampanye ........................................................... 45
3.2.1. Perencanaan Streategi Kreatif .............................................. 45
3.2.2. Konsep dan Strategi Media .................................................. 48
3.3. Eksekusi Perancangan ................................................................... 91
3.3.1. Pertimbangan Pemilihan Karya .......................................... 91
3.3.2. Karya Iklan Sesuai Pilihan Klien ......................................... 92
3.4. Justifikasi Strategi Kreatif dan Media ......................................... 128
3.4.1. Proses Kerja dan Justifikasi Strategi Kreatif Account
Executive (AE) .................................................................... 128
3.4.2. Proses Kerja dan Justifikasi Strategi Kreatif Copywriter
(CW) .................................................................................. 132
3.4.3. Proses Kerja dan Justifikasi Strategi Kreatif Art Director
(AD) .................................................................................. 137
3.4.4. Proses Kerja dan Justifikasi Strategi Kreatif Media Planner
(MP) .................................................................................. 150
3.5. Time Table dan Anggaran Produksi ............................................ 155
3.5.1. Time Table ........................................................................ 155
3.5.2. Anggaran Produksi ............................................................. 156
3.6. kendala dan pemecahannya ........................................................ 157
3.6.1. Kendala ............................................................................. 157
3.6.2. Pemecahan.......................................................................... 157
BAB IV PENUTUP ...................................................................................................... 158
4.1. Kesimpulan .................................................................................. 158
4.2. saran-saran .................................................................................. 158
DAFTAR PUSTAKA .................................................................................................. 159
DAFTAR RIWAYAT HIDUP .................................................................................... 161
SURAT KETERANGAN PKL/RISET ...................................................................... 165
LAMPIRAN-LAMPIRAN .......................................................................................... 166
xv
DAFTAR GAMBAR
Halaman
1. Gambar I.1 Skema Perancangan ............................................................ 12
2. Gambar III.1. Struktur Organisasi STEAKOTAKINGDOM ................. 30
3. Gambar III.2. Iklan Media Cetak di Provoke Magazine .......................... 63
4. Gambar III.3. Iklan Media Televisi di NET TV .................................. 69
5. Gambar III.4. Iklan Gambar Tunggal di Instagram ................................. 71
6. Gambar III.5. Iklan Carousel di Instagram .............................................. 72
7. Gambar III.6. Iklan Cetak Versi Menghilangkan Stress .......................... 94
8. Gambar III.7. Iklan Cetak Versi Yang Manis Yang Romantis ................ 98
9. Gambar III.8. Iklan Gambar Tunggal di Instagram ................................. 108
10. Gambar III.9. Iklan Gambar Carousel di Instagram ................................ 111
11. Gambar III.10. Iklan Media Cetak Versi Comel Futsal 2018 ................. 116
12. Gambar III.11. Iklan Gambar Tunggal Versi Comel Futsal 2018 .......... 119
13. Gambar III.12. Flyer Event Comel Futsal 2018 ...................................... 121
14. Gambar III.10. Spanduk Event Comel Futsal 2018 ................................ 116
15. Gambar III.14. X-Banner Event Comel Futsal 2018 .............................. 123
16. Gambar III.15. Sticker Event Comel Futsal 2018 ................................... 127
17. Gambar III.16.Gantungan Kunci Event Comel Futsal 2018 ................... 127
xvi
DAFTAR TABEL
Halaman
1. Tabel III.1 Data Penjualan STEAKOTAKINGDOM ...................................... 32
2. Tabel III.2 Informasi Nilai Gizi ........................................................................ 37
3. Tabel III.3 Diferensiasi Produk ........................................................................ 42
4. Tabel III.4 Biaya Media Lini Bawah ................................................................ 76
5. Tabel III.5 Biaya Media Cetak .......................................................................... 85
6. Tabel III.6 Biaya Media Radio ......................................................................... 36
7. Tabel III.7 Biaya Media Televisi ...................................................................... 87
8. Tabel III.8 Biaya Media Instagram ................................................................... 88
9. Tabel III.9 Media Master Plan .......................................................................... 89
10.Tabel III.10 Time Table ................................................................................... 155
11.Tabel III.11 Anggaran Produksi ....................................................................... 156
xvii
DAFTAR LAMPIRAN
Halaman
A.1. Surat Ijin Penggunaan Merek ........................................................................ 167
A.2. Call Report .............................................................................................. ..... 168
A.3. Surat Persetujuan Karya Iklan Cetak 1 ......................................................... 172
A.4. Surat Persetujuan Karya Iklan Cetak 2 ........................................................ 173
A.5. Surat Persetujuan Karya Iklan Cetak Event ................................................. 174
A.6. Surat Persetujuan Karya Iklan TVC ............................................................. 175
A.7. Surat Persetujuan Karya Iklan Radio 1 ................................................... ..... 176
A.8. Surat Persetujuan Karya Iklan Radio 2 ......................................................... 177
A.9. Surat Persetujuan Karya Iklan Gambar Tunggal Instagram ........................ 178
A.10. Surat Persetujuan Karya Iklan Carousel Instagram ...................................... 179
B.1. Client Brief ................................................................................................... 181
B.2. Media Brief .................................................................................................. 195
B.3. Rate Card ...................................................................................................... 235
C.1. CV Talent ..................................................................................................... 241
C.2. Kontrak Kerja Talent ..................................................................................... 243
C.3. Wawancara Klien .......................................................................................... 252
C.4. Hasil Tabulasi Kusioner Target Audience .................................................. 255
C.5. Sumber Foto Asli Karya ............................................................................... 259
D.1. Naskah Iklan ................................................................................................. 261
D.2. Sketsa Karya Iklan ....................................................................................... 290
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