WAHYUNINGSIH, SRI (2018) MODEL PRODUCT PLACEMENT DALAM MEMBANGUN BRAND EQUITY BERDASARKAN KATEGORI PRODUK. S2 thesis, Universitas Mercu Buana Jakarta.
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Abstract
Ad duration is too long cause a saturation that makes the audience tend to change the television channel. This is reinforced by an American study conducted by Forrester Research and the ANA (Association of National Advertisers) who gained the fact that advertising on television has become less effective and suffered a sharp decline and reduced effectiveness of television advertising. So marketers start looking for another way to keep marketing a product without having to interfere with the audience, one of them using Product Placement. Product placement is expected to lift the visibility of the brand in improving the memory of the audience will a brand and stimulate the creation of purchases and build brand awareness. The paradigm used in this research is constructivism paradigm using qualitative research type. This study uses a marketing model of communication. Data Analysis Techniques through in-depth interviews, literature books, researchrelated journals and references on product placement. Data collection techniques in this study using primary data and secondary data. Product Placement can be implemented through Media Television (Sinetron, FTV and TV Program) and Film. Product Placement can be implemented directly by cooperating through Television Station or through Intermediary Advertising Agency or Advertising Agencies in Indonesia. Product Placement is done by entering the brand based on the product category of Convenience Goods, Shopping Goods, and Specialty Goods. This Product Placement can be an alternative to reaching broad targets and messages can be delivered properly. In addition, the interest of watching television is relatively higher to be one of the advantages of using Product Placement strategy in Media Television on a product, it can be seen from the many products that advertise on television. If Product Placement strategy can be applied to the Company a certain Brand to advertise because with this Product Placement strategy can build Brand Awareness and increase sales of a product. Key word: Product Placement, Ads, Brand Equity, Media, Film. Durasi iklan yang terlalu lama dan panjang menimbulkan rasa jenuh yang membuat audience cenderung mengganti saluran televisi. Hal tersebut diperkuat oleh sebuah penelitian di America yang dilakukan oleh Forrester Research dan ANA (Association of National Advertisers) yang memperoleh fakta bahwa beriklan di televisi sudah semakin tidak efektif dan mengalami kemerosotan yang cukup tajam dan berkurangnya efektifitas iklan dalam televisi. Sehingga pemasar mulai mencari jalan lain untuk tetap memasarkan sebuah produk tanpa harus menggangu audience, salah satunya menggunakan Product Placement. Product Placement diharapkan bisa mengangkat visibilitas brand dalam meningkatkan ingatan audience akan sebuah merek dan merangsang terciptanya pembelian serta membangun brand awareness. Paradigma yang digunakan dalam penelitian ini adalah paradigma konstruktivisme dengan menggunakan jenis penelitian kualitatif. penelitian ini menggunakan model komunikasi pemasarn. Teknik Analisis Data melalui wawancara mendalam, buku-buku literature, jurnal yang berhubungan dengan penelitian dan referensi mengenai product placement. Teknik pengumpulan data pada penelitian ini dengan menggunakan data primer dan data sekunder. Product Placement bisa diimplementasikan melalui Media Televisi (Sinetron, FTV dan Program TV) maupun Film. Product Placement bisa diimplementasikan secara langsung dengan berkerjasama melalui Stasiun Televisi maupun melalui perantara Advertising Agency atau Agensi Periklanan di Indonesia. Product Placement dilakukan dengan memasukkan brand berdasarkan kategori produk yaitu Barang Kebutuhan Sehari-Hari (Convenience Goods), Barang Toko (Shopping Goods), dan Barang Khusus (Speciality Goods). Product Placement ini dapat menjadi alternatif untuk menjangkau target yang luas dan pesan dapat disampaikan dengan baik. Selain itu, minat menonton televisi relatif lebih tinggi menjadi salah satu keunggulan menggunakan strategi Product Placement di Media Televisi pada sebuah produk, hal tersebut dapat dilihat dari banyaknya produk yang memasang iklan di televisi. Sekiranya strategi Product Placement ini dapat diterapkan pada Perusahaan suatu Brand tertentu untuk beriklan karena dengan adanya strategi Product Placement ini dapat membagun Brand Awareness dan meningkatkan penjualan suatu produk. Kata Kunci: Product Placement, Iklan, Brand Equity, Media, Film.
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