ANALISIS STRATEGI KREATIF IKLAN “KISAH LEGENDA NUSANTARA” DALAM MENUMBUHKAN BRAND AWARENESS UNTUK INDOESKRIM NUSANTARA

OKTAFIANDI, IKHROMI (2018) ANALISIS STRATEGI KREATIF IKLAN “KISAH LEGENDA NUSANTARA” DALAM MENUMBUHKAN BRAND AWARENESS UNTUK INDOESKRIM NUSANTARA. S1 thesis, Universitas Mercu Buana.

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Abstract

Creative strategy is a planning carried out to achieve a specific goal to be achieved in an advertising. The problems want to be appointed is the thing that concerned with creative strategy Indoeskrim Nusantara "Kisah Legenda Nusantara" ads in cooperation with MullenLowe Indonesia as advertising agency that created the ads. While the aim of research is to find out how creative advertising strategy "Kisah Legenda Nusantara" ads to build brand awareness for Indoeskrim Nusantara The theory in this creative strategy refers to Sandra E. Moriarty's theory based on creative brief, objective, targeting, branding. And also based on extracting ideas.. Researchers also use the Belch theory for the exploration of big ideas and the attractiveness of advertising. And using theory advertising in Morrisan‟s book that describes ad execution. The research method used is a case study with a type of descriptive research and qualitative approaches. Techniques of data collection was in-depth interviews with some of the data sources and some documentation writers. The results of the study conclude that the creative strategy of the advertisement "Kisah Legenda Nusantara" uses the appeal of 'superior sense' (rational) of authentic Indonesian taste and the emotional appeal of integration that uses a contradictory combination of colossal (nostalgic) and contemporary elements (relevance). In execution in absurd humor, slice of life and dramatization. Keyword: Creative Advertising Strategy Strategi kreatif merupakan suatu perencanaan yang dilakukan untuk mencapai suatu tujuan tertentu yang ingin dicapai dalam suatu periklanan. Permasalahan yang ingin diangkat adalah hal yang berkaitan dengan strategi kreatif iklan Indoeskrim yang bekerjasama dengan MullenLowe Indonesia selaku biro iklan. Teori dalam strategi kreatif ini mengacu pada teori Sandra E. Moriarty yang berdasarkan creative brief, objective, targeting, branding. Peneliti juga menggunakan teori Belch untuk penggalian big idea dan daya tarik iklan. Serta menggunakan teori eksekusi iklan dalam buku yang ditulis Morrisan yang menjabarkan eksekusi iklan. Metode yang digunakan adalah studi kasus, sedangkan sifat penelitiannya yang digunakan adalah deskriptif dengan pendekatan kualitatif. Pengambilan data dilakukan dengan wawancara mendalam dengan narasumber. Hasil dari penelitian menyimpulkan bahwa strategi kreatif iklan "Legenda Kisah Nusantara" untuk Indoeskrim Nusantara ini menggunakan daya tarik „keunggulan rasa‟ (rasional) cita rasa asli Indonesia dan daya tarik emosional integrasi yang menggunakan kombinasi kontradiktif antara tema kolosal (nostalgia) dan unsur masa kini (relevansi). Di eksekusi dalam humor absurd, slice of life keluarga dan dramatisasi. Keyword: Strategi kreatif iklan

Item Type: Thesis (S1)
NIM: 44314110054
Uncontrolled Keywords: Strategi kreatif iklan
Subjects: 000 Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 000. Computer Science, Information and General Works/Ilmu Komputer, Informasi, dan Karya Umum > 004 Data Processing, Computer Science/Pemrosesan Data, Ilmu Komputer, Teknik Informatika > 004.6 Interfacing and Communications/Tampilan Antar Muka (Interface) dan Jaringan Komunikasi Komputer > 004.65 Computer Communications Networks/Jaringan Komunikasi Komputer
300 Social Science/Ilmu-ilmu Sosial > 300. Social Science/Ilmu-ilmu Sosial > 302 Social Interaction, Interpersonal Relations/Interaksi Sosial, Hubungan Antarpersonal > 302.2 Communication/Komunikasi > 302.22 Kinds of Communication/Jenis-jenis Komunikasi > 302.222 Nonverbal Communication/Komunikasi Nonverbal
300 Social Science/Ilmu-ilmu Sosial > 380 Commerce, Communications, Transportation (Perdagangan, Komunikasi, Transportasi) > 384 Communications Telemunications/Komunikasi Telekomunikasi > 384.3 Computer Communication/Komunikasi Komputer
Divisions: Fakultas Ilmu Komunikasi > Penyiaran
Depositing User: Virda Syifa
Date Deposited: 30 Nov 2018 06:35
Last Modified: 30 Nov 2018 06:35
URI: http://repository.mercubuana.ac.id/id/eprint/45804

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