Matakuliah
Tahun
: U0504 Periklanan II
: 2009-2010
Pendekatan & Kategori Iklan
Pertemuan 2
Creative Strategy
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Creative Strategy
acts as a road map / guidline for the creative, helping
them find the direction in which to proceed with the
advertising they create
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Strategi penyampaian pesan
Factual
Penyampaian pesan dan argumentasi secara langsung
dan jelas memperlihatkan fakta-fakta yang ada.
Biasanya divisualisasikan dengan ilustrasi (gambar
atau foto) yang realis, bahkan dilengkapi data2 lain yang
dianggap perlu. Bersifat mendikte dan mengarahkan.
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LifeStyle Approach
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HardSell
Strong argument and call for action
Penyampaian pesan dan argumentasi secara langsung
dan jelas memperlihatkan kelebihan2 produk untuk
mengajak orang segera beraksi - membeli
Contoh iklan produk pakai - tujuan utama adalah menjual
produk
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SoftSell
Use mood, ambiguity and suspense to create and
intriguing massage
Pesan disampaikan tidak secara langsung memperlihatkan
produk tetapi membuat suasana yang dapat membangkitkan
emosi pemirsa, sehingga mempertimbangkan produk
tersebut
Contoh iklan produk jasa, produk pakai ternama/branded lebih ditujukan untuk membangun image produk/perusahaan
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Persuasive
Pesan disampaikan tidak secara langsung, secara
halus bersifat membujuk, tanpa disadari oleh audience.
Bersifat emosional.
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Imaginatif
Pesan disampaikan dengan cara yang penuh imajinasi,
mengajak orang untuk berpikir dalam memahami pesan.
Bisa bersifat simbolis, abstraksi, metafora bahkan
hiperbolik.
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Communication Objective
is a static “positioning” statement defining
how one expects to be perceived after the
communication is made
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Key Issue
is the most actual fact that represents the issue
of current condition in relation to pursuing the
mission & vision and bridging the gap
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GAP
“problem” that must be solved by communication.
”gap” between current situation and the expected
“to be” situation. a better defined “gap” gives more
accuracy in addressing a communication
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Barriers
are influential conditions of the public perceptions or
cultural aspect may be considerable in order to make
the communication clear and focus
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key message (what to say)
is a substantial message to be delivered in order to
reach the communication objective.
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Promise
is a key consumer benefit.
‘promise’ need to be set prior to a communication as
a beneficial thing we would deliver to the audience if
the audience react upon the communication
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Reason To Believe
are substantial benefit contain good will, proof and
believable things for the audience to drive an action
after they receive the communication.
Is there anything that support them? reason to believe
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Target Audience
The audience profile, which requires demographic
and psychographic information: Who are they?
What do they feel? What do they need? Try to
define them as clearly as possible.
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Key Perception
is an expressive statement that shows the audience’s
immediate feeling and impression after receiving the
communication
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Tone&Manner
should represent who the communicator’s personality to
the targeted audience in order to drive the expected
perception
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Mandatory
is a set of criteria in order to maintain the consistency
and commitment of the communicator across the past,
present and future communication.
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The End
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