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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.

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ASPEK KREATIF DALAM PERIKLANAN

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  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

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