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