RAHMAN, WILDAN AULIA (2018) PERANCANGAN MEDIA PLAN DALAM PRODUKSI IKLAN DIGITAL CORPORATE HOVER BEACH CAFE TAHUN 2018. S1 thesis, Universitas Mercu Buana Jakarta.
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Abstract
The development of technology, especially social media, is a driving force and plays an important role for entrepreneurs today. Because now social media can be used as a medium to promote and introduce a product / service. One of them is Hover Beach Cafe which is a restaurant that is quite interesting because it not only serves beach-style food as the main menu, but also presents looks café like the beach as its trademark. Therefore, designers are interested in creating a content to increase public brand awareness of the Hover Café. The planning concept used is Click To Web Ads which integrates two social media, namely Instagram and Youtube. The corporate digital advertisement itself is designed based on client briefs and several analyzes on STP (Segmentation, Targeting and Positioning) that have been carried out by the designer against the Hover Beach Café. The promotion is carried out within a period of 1 month with the duration of each advertisement for 4 days for Stories Ads and 5 days for Post Ads. Media Design The promotion of Hover Beach Café on Instagram stories can provide significant benefits as seen from the large number of impressions, of course, results in increased brand awareness and a visit to Hover beach Café, so that promotions are carried out by corporate digital advertisements and creative content material on Instagram. can be said to have succeeded. Keywords : Click To Web Ads, Corporate Digital Advertisement Perkembangan teknologi khususnya media social menjadi pendorong dan berperan penting bagi para pengusaha saat ini. Karena saat ini media social dapat dimanfaatkan sebagai media untuk mempromosikan serta memperkenalkan suatu produk/ jasa. Salah satunya adalah Hover Beach Cafe yang merupakan sebuah restaurant yang cukup menarik karena tidak hanya menyajikan makanan ala pantai sebagai menu utama, tetapi juga menyuguhkan looks café seperti pantai sebagai ciri khasnya. Oleh karena itu, perancang tertarik untuk membuat sebuah konten untuk meningkatkan brand awareness masyarakat terhadap Hover Café tersebut. Konsep perencanaan yang digunakan adalah Click To Web Ads yang mengintegrasikan dua media social yaitu Instagram dan Youtube. Iklan digital corporate itu sendiri dirancang berdasarkan client brief dan beberapa analisa mengenai STP (Segmentasi, Targeting dan Positioning) yang telah dilakukan oleh perancang terhadap Hover Beach Café. Promosi dilakukan dalam jangka waktu 1 bulan dengan durasi iklan masing-masing 4 hari untuk Stories Ads dan 5 hari Post Ads. Perancangan Media Promosi Hover Beach Café di Instagram stories dapat memberikan manfaat yang cukup signifikan terlihat dari besarnya jumlah impresi yang didapat, tentunya menghasilkan peningkatan brand awarness dan kunjungan ke Hover beach Café, sehingga promosi yang dilakukan iklan digital corporate dan materi konten – konten kreatif di instagram dapat dikatakan telah berhasil. Kata kunci : Click To Web Ads, Iklan digital corporate
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