CHRISTIE, JENNIFER (2021) STRATEGI KOMUNIKASI ADVERTISING KIRANTI MELALUI VIDEO SUPER KIRANTI DI YOUTUBE. Bachelor thesis, UNIVERSITAS PELITA HARAPAN.
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Abstract
Iklan merupakan alat promosi perusahaan. Saat ini iklan digunakan oleh perusahaan untuk menjadi alat komunikasi dengan pelanggannya. Iklan bisa berbentuk satu arah maupun dua arah dan bisa berupa gambar dan video. Iklan dibuat dengan beberapa tujuan salah satunya menjadi pengingat. Pesan dalam iklan dapat membentuk persepsi orang yang menontonnya. Persepsi yang dimiliki pada akhirnya akan mempengaruhi keputusan pembelian. Dalam membuat pesan iklan dibutuhkan strategi. Tujuannya adalah agar persepsi yang ingin dibentuk sesuai tujuan dari iklan tersebut. Brand image merupakan sebuah persepsi. Agar brand image sebuah perusahaan positif, diperlukan usaha untuk membangun hal tersebut. Salah satu yang dilakukan Kiranti dalam membangun brand image adalah dengan membuat iklan video di YouTube dengan menampilkan karakter Super Kiranti sebagai simbol dari produk Kiranti. Tujuannya agar penonton mengingat karakter tersebut sebagai ganti dari produknya. Simbol dibentuk melalui interaksi manusia. Simbol biasanya dikaitkan dengan hal-hal lain yang membantu proses komunikasi. Interaksi yang dilakukan manusia akan membentuk makna yang dapat digunakan dalam kegiatan iklan. Salah satu premis dalam teori interaksi simbolik menyebutkan bahwa pembentukan makna dapat dengan cara pengulangan. Hal ini dimanfaatkan oleh Kiranti untuk memperkuat brand nya./ Advertising is a company’s promotion tools. Nowadays, advertisements are used by company as a communication tools with their customers. Advertisements can be one and two ways, and formed as pictures and videos. Advertisements are made for some purpose, as an example is construct watchers’ perception. Perception that has been possessed will be affected purchasing decisions. In creating ad messages it takes a strategy. The goal is for the perception to be shaped according to the purpose of the ad. Brand image is a perception. In order for the brand image of a company to be positive, it takes effort to build it. One of the things Kiranti does in building a brand image is to create a video ad on YouTube by displaying the character Of Super Kiranti as a symbol of Kiranti's products. The goal is for the audience to remember the character instead of the product. Symbols are formed through human interaction. Symbols are usually associated with other things that help the communication process. Human interactions will form meanings that can be used in advertising activities. One of the premises in the theory of symbolic interaction mentions that the formation of meaning can be by means of repetition. This is utilized by Kiranti to strengthen their brand.
| Item Type: | Thesis (Bachelor) | ||||||||
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| Subjects: | H Social Sciences > H Social Sciences (General) | ||||||||
| Divisions: | University Subject > Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science Current > Faculty/School - UPH Karawaci > Faculty of Social and Political Science > Communication Science |
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| Depositing User: | Users 9566 not found. | ||||||||
| Date Deposited: | 03 Mar 2021 00:28 | ||||||||
| Last Modified: | 03 Mar 2021 00:38 | ||||||||
| URI: | http://repository.uph.edu/id/eprint/15953 |
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