xi

DAFTAR ISI

Halaman

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 ................................................................. v

Kata Pengantar ............................................................................................ vii

Abstraksi ...................................................................................................... ix

Daftar Isi ...................................................................................................... xi

Daftar Gambar ............................................................................................. xiii

Daftar Tabel ................................................................................................. xiv

Daftar Lampiran ........................................................................................... xv

BAB I PENDAHULUAN ........................................................................... 1

1.1 Latar Belakang ........................................................................... 1

1.2 Rumusan Permasalahan .............................................................. 4

1.3 Maksud dan Tujuan .................................................................... 4

1.4 Ruang Lingkup Perancangan ...................................................... 5

1.5 Manfaat Perancangan .................................................................. 5

1.6 Metode Perancangan ................................................................... 5

1.6.1 Metode Pengumpulan Data .............................................. 6

1.6.2 Analisa Data ..................................................................... 8

1.7 Skematika Perancangan .............................................................. 11

BAB II LANDASAN TEORI ..................................................................... 12

2.1 Pemasaran ................................................................................... 12

2.1.1 Pengertian Pemasaran ....................................................... 12

2.1.2 Konsep Pemasaran ............................................................ 13

2.2 Komunikasi Pemasaran .............................................................. 14

2.2.1 Kedudukan Periklanan Sebagai Alat Komunikasi IMC .. 15

2.3 Periklanan .................................................................................. 16

2.3.1 Pengertian Periklanan ....................................................... 16

2.3.2 Jenis-jenis Periklanan....................................................... 18

2.4 Peran Periklanan ........................................................................ 20

2.5 Manfaat Periklanan .................................................................... 20

2.6 Proses Komunikasi Periklanan .................................................. 21

2.6.1 Kriteria Periklanan yang Efektif ...................................... 22

2.7 Strategi Kreatif Iklan ................................................................. 24

2.8 Pengertian Teoritis dari Judul Karya ......................................... 24

xii

BAB III PERANCANGAN KREATIF IKLAN ..................................... 29

3.1 Profil Perusahaan dan Analisis Situasi ...................................... 29

3.1.1 Profil Perusahaan ............................................................. 29

3.1.2 Analisis Situasi ................................................................ 32

3.2 Strategi Kreatif Iklan ................................................................. 52

3.2.1 Perencanaan Strategi Kreatif ........................................... 52

3.2.2 Konsep dan Strategi Media ............................................. 56

3.3 Eksekusi Perancangan ............................................................... 70

3.3.1 Pertimbangan Pemilihan Karya ....................................... 70

3.3.2 Karya Iklan ...................................................................... 70

3.4 Justifikasi Kreatif Iklan ............................................................. 76

3.4.1 Aspek Copy ..................................................................... 76

3.4.2 Aspek Visual ................................................................... 83

3.5 Time Table dan Anggaran Produksi ......................................... 89

3.5.1 Time Table ...................................................................... 89

3.5.2 Anggaran Produksi ......................................................... 90

3.6 Kendala dan Pemecahan ........................................................... 91

3.6.1 Kendala ........................................................................... 91

3.6.2 Pemecahan ...................................................................... 92

BAB IV PENUTUP ................................................................................... 93

4.1 Kesimpulan ............................................................................... 93

4.2 Saran ......................................................................................... 94

DAFTAR PUSTAKA................................................................................. 96

DAFTAR RIWAYAT HIDUP................................................................... 101

SURAT KETERANGAN RISET.............................................................. 102

LAMPIRAN-LAMPIRAN......................................................................... 102

xiii

DAFTAR GAMBAR

Halaman

BAB I PENDAHULUAN

Gambar I.1 Bagan Skematika Perancangan................................................... 11

BAB III PERANCANGAN KREATIF IKLAN

Gambar III.1 Struktur Manajemen Organisasi PT Bahagia Idkho Mandiri.. 31

Gambar III.2 Proporsi Deodorant Powder MBK Berdasarkan Nilai Pasar.. 35

Gambar III.3 Proporsi Produk BB Harum Sari Berdasarkan Nilai Pasar...... 36

Gambar III.4 Proporsi Produk Hibka Powder Berdasarkan Nilai Pasar........ 37

Gambar III.5 Iklan Cetak Versi Mendaki Gunung........................................ 70

Gambar III.6 Layout Penempatan Iklan Versi Mendaki Gunung................. 71

Gambar III.7 Iklan Cetak Versi Mom........................................................... 72

Gambar III.8 Layout Penempatan Iklan Versi Mom..................................... 73

Gambar III.9 Iklan Cetak Versi Badminton.................................................. 74

Gambar III.10 Layout Penempatan Iklan Versi Badminton.......................... 75

xiv

DAFTAR TABEL

Halaman

BAB III PERANCANGAN KREATIF IKLAN

Tabel III.1 Data Top Award Brand Index Tahun 2018 Deodorant Powder.. 38

Tabel III.2 Tabel Produk Deodorant Powder MBK..................................... 43

Tabel III.3 Tabel Harga Deodorant MBK.................................................... 44

Tabel III.4 Analisis SWOT MBK Powder................................................... 49

Tabel III.5 Table Media Plan....................................................................... 68

Table III.6 Time Table.................................................................................. 89

Tabel III.7 Anggaran Produksi..................................................................... 90

xv

DAFTAR LAMPIRAN

Halaman

Lampiran A

1. Lampiran A1 Surat Izin Riset Perusahaan dan Izin Penggunaan Merek.. 102

2. Lampiran A2 Surat Approval Persetujuan Karya..................................... 104

3. Lampiran A3 Call Report......................................................................... 107

Lampiran B

1. Lampiran B1 Client Brief PT Bahagia Idkho Mandiri............................. 108

2. Lampiran B2 Creative Brief PT Bahagia Idkho Mandiri......................... 119

3. Lampiran B3 Data Pemasaran Deodorant Powder MBK......................... 149

Lampiran C

1. Lampiran C1 Kontrak Kerja Talent.......................................................... 150

2. Lampiran C2 Daftar Pertanyaan Klien..................................................... 159

3. Lampiran C3 Data Wawancara Konsumen.............................................. 162

Lampiran D

1. Lampiran D1 Gambar Foto Asli Karya.................................................... 172

2. Lampiran D2 Sketsa Iklan........................................................................ 175

3. Lampiran D3 Data-data Pendukung......................................................... 181