1 / 22

ASPEK KREATIF DALAM PERIKLANAN

ASPEK KREATIF DALAM PERIKLANAN. Konsep Kreatif dan Kreativitas dalam Periklanan Menentukan Daya Tarik Iklan Pengembangan Strategi Kreatif. Konsep Kreatif dan Kreativitas dalam Periklanan.

salaam
Download Presentation

ASPEK KREATIF DALAM PERIKLANAN

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript


  1. ASPEK KREATIF DALAM PERIKLANAN KonsepKreatifdanKreativitasdalamPeriklanan MenentukanDayaTarikIklanPengembanganStrategiKreatif

  2. KonsepKreatifdanKreativitasdalamPeriklanan Beberapapakarperiklananberpendapatbahwasupayasebuahkampanyeperiklananmenjadiefektif, iniharusmengandunggagasanbesar yang menarikperhatiankonsumen, mendapatkanreaksi, sertamemisahkanprodukdanjasa yang diiklankandariproduk lain dalampersaingan (Lee & Johnson, 2007:170-171).

  3. Mereka yang terlibatdalamproduksiiklanseringdisebutdengan ‘timkreatif’, atauorang ‘kreatif’. Tanggungjawabtimkreatifadalahmengubahseluruhinformasimengenaiproduk, sepertiatributataumanfaatprodukhinggatujuankomunikasi yang ditetapkanmenjadisuatubentukkreatif yang mampumenyampaikanpesanpemasarankepadakhalayak.

  4. Pandangan-pandanganmengenaiiklankreatif: • Iklan yang mampumeningkatkanpenjualanproduk. • Iklan yang berasaldariideorisinal, memilikinilaiartistikdanestetiksertamampumemenangkanpenghargaan. • Iklan yang mampumenarikperhatiandanmampumemberikanefekkepadaaudien.

  5. Alur Kerja Kegiatan Periklanan

  6. MenentukanDayaTarikIklan Dayatarikiklan (advertising appeal) mengacupadapendekatan yang digunakanuntukmenarikperhatiankonsumendan/ataumempengaruhiperasaanmerekaterhadapsuatuproduk (barangdanjasa) Belch & Belch (dalamMorissan, 2007: 265). Suatudayatarikiklandapat pula dipahamisebagaisesuatu yang menggerakkanorang, berbicaramengenaikeinginanataukebutuhanmerekadanmembangkitkanketertarikanmereka. Secara umum daya tarik dibagi 2 : • Dayatarikinformatif/rasional (infomational/rational appeal) • Dayatarikemosional (emotional appeal)

  7. 1. DayaTarikInformatif/Rasional Menekankanpadapemenuhankebutuhankonsumenterhadapaspekpraktis, fungsionaldankegunaansuatuprodukdanjugamenekankanpadaatribut yang dimilikisuatuproduk/jasadan/ataumanfaatataualasanmemilikiataumenggunakanmerekproduktertentu. Karakteristikpesaniklan : • Fakta • Cenderungbersifatinformatif • Bertujuanmembujuk target konsumenuntukmembeli

  8. Pesaniklan yang memilikidayatarikmenekankanpadaaspek: • Atribut (feature appeal, fokuspadasifatataukualitastertentu yang dimilikisuatubarangdanjasa (bersifatinformatif). • Keunggulan (competitive advantage), keuntungankompetitifdenganmembandingkanbaiksecaralangsungmaupuntidaklangsung. • Harga (favorable price appeal) sebagaifaktordominandalampesaniklannya. • Berita (news appeal), menggunakan data-data darihasilpenelitianlembagapenelitianatauakademis yang sifatnyacenderungilmiah. Atauinformasimengenaiperbaikanprodukataulayananjasa yang sebelumnya. • Popularitas (popularity appeal) menekankanketenaransuatubarang/jasadenganmenampilkansejumlahtokohatausejumlahahli.

  9. 2. DayaTarikEmosional Adalahdayatarik yang terkaitatauberhubungandengankebutuhansosialdanpsikologikonsumendalampembeliansuatuproduk. Dasar-dasar daya tarik emosional :

  10. Originality Appropriateness The Role of Creativity

  11. PengembanganStrategiKreatif • Pendekatanproposisipenjualanunik (Unique Selling Proposition Approach – USP) • Pendekatancitramerek • Pendekatan pemposisian • Pendekatanmerekgenerik • Pendekatanresonansi

  12. Unique Selling Proposition Creative Style (USP) An advertiser makes a superiority claim based on a unique product attribute that represents a meaningful, distinctive consumer benefit.

  13. Brand Image Creative Style • The brand image style involves psychosocial, rather than physical differentiation. • Transformational advertising

  14. Resonance Creative Style • Does not focus on product claims or brand images but rather seeks to present circumstances or situations that find counterparts in the real or imagined experience of the target audience. • Examples: Dove’s “Real Beauty” campaign • QuickStep laminate floors

  15. Generic Creative Style • An advertiser employs a generic style when making a claim that could be made by any company that markets a brand in a particular category. • Most appropriate for a brand that dominates a product category. • Example: Campbell’s Soup

  16. Preemptive Creative Style • An advertiser makes a generic-type claim but does it with an assertion of superiority. • Example: “Visine gets the red out.”

  17. In Summary • An advertiser might use two or more styles simultaneously. • Some experts believe that advertising is most effective when it addresses both functional product and symbolic benefits. • Effective advertising must establish a clear meaning of what the brand is and how it compares to competitive offerings.

  18. Means-End Chaining

  19. Attributes-Consequences-Values • Attributes are features or aspects of advertised brands. • Consequences are what consumers hope to receive (benefits) or avoid (detriments) when consuming brands. • Values represent those enduring beliefs people hold regarding what is important in life.

  20. Self-direction Stimulation Hedonism Achievement Power Security Conformity Tradition Benevolence Universalism The Nature of Values

  21. TERIMAKASIH

More Related