Manik, Angela Ekinaginta (2018) Penerapan Consumer Insight dalam Pembentukan Strategi Kreatif Periklanan Iklan Men’s Biore Oil Buster oleh Dwi Sapta Pratama. Sarjana thesis, Universitas Brawijaya.
Abstract
Penelitian ini bertujuan untuk mengetahui dan mendeskripsikan penerapan consumer insight dalam pembentukan strategi kreatif periklanan iklan Men’s Biore Oil Buster oleh Dwi Sapta Pratama. Men’s Biore Oil Buster merupakan produk baru Men’s Biore dari Kao Corporation yang dirilis bulan Agustus tahun 2017. Fenomena metroseksual serta pangsa pasar sabun cuci muka khusus pria yang berkembang pesat menjadi peluang sekaligus tantangan bagi Men’s Biore dalam mengeluarkan produk baru. Jika ditelusuri dari prestasi Top Brand Award, produk sabun cuci muka Biore belum pernah menempati posisi Top of Mind. Oleh karena itu, Men’s Biore Oil buster menggunakan iklan sebagai media promosinya. Untuk membentuk iklan yang tepat sasaran, pengiklan membutuhkan consumer insight dalam membentuk strategi kreatif periklanan yang tepat. Melalui Dwi Sapta Pratama, Men’s Biore telah menyusun beberapa konsep iklan, punchline, dan logo. Namun untuk mengetahui konsep yang tepat, pengiklan membutuhkan consumer insight yang didapat melalui riset periklanan. Consumer insght merupakan pemahaman mendalam mengenai latar belakang tindakan, perilaku, dan pemikiran konsumen terhadap suatu produk. Objek dari penelitian ini adalah Dwi Sapta Pratama. Penelitian ini merupakan penelitian kualitatif dengan menganalisis hasil observasi, dokumentasi, dan wawancara. Hasil dari consumer insight yang telah didapat akan menjadi bahan dasar staretgi kreatif periklanan Iklan Men’s Biore Oil Buster. Dengan consumer insight, pengiklan akan mengetahui apakah keunikan produknya, evaluasi konsep alat pemasaran yang sudah dirancang, dan mengetahui hubungan produk dan konsep terhadap konsumen sehingga pengiklan dapat mengkomunikasikan pesan dengan baik dan mudah diterima. Melalui consumer insight pula, telah diketahui apakah pemasarannya telah mengontrol persepsi khalayak dan merubah perilaku sesuai yang diinginkan pengiklan.
English Abstract
The purpose of this research is to describing the application of consumer insight in the formation of creative advertising strategies for Men’s Biore Oil Buster by Dwi Sapta Pratama. Men’s Biore Oil Buster is a new product from Kao Corporation that released in August 2017. Metrosexual phenomenon and the increase of men’s facial wash market share have become opportunity and challenge for Men’s Biore to release a new product. However those things caused the competition of men’s facial wash products become tighter too. If we traced the Top Brand Award product for facial wash in Indonesia, Biore never been in the top of mind position. Therefore, to sell their new product, Men’s Biore needs ads as their media promotion. To form an ad that right on target, advertiser need to gain consumer insight to form creative advertising strategies. Through Dwi Sapta Pratama as advertising agency, Men’s Biore have compiled several advertising concept, punchline, and icon for Men’s Biore Oil Buster. However, to know the right concepts, advertisers need consumer insight obtained through advertising research. Consumer insight is a deep understanding about the background of an action, behavior, and consumer thought towards Men’s Biore product. The object of this research is Dwi Sapta Pratama. This is a qualitative research by analyzing the results of observation, documentations, and interview. The results of consumer insight become a basis for making the advertising strategies. With consumer insight, advertiser will know the unique things of their product, the evaluation of their advertising concepts in consumer perspectives, and the connections of their product and concept with consumer behavior, so advertiser can deliver the messages well and easily accepted by consumer. Through consumer insight, it has been known whether marketing has controlled the perception of audience and change the behavior as advertisers need.
| Item Type: | Thesis (Sarjana) |
|---|---|
| Identification Number: | SKR/FIS/2018/789/051810539 |
| Uncontrolled Keywords: | Consumer Insight, Strategi Kreatif Periklanan, Riset Periklanan Consumer Insight, Creative Advertising Strategies, Advertising Research |
| Subjects: | 600 Technology (Applied sciences) > 658 General management > 658.8 Managemet of marketing > 658.82 Sales promotion |
| Divisions: | Fakultas Ilmu Sosial dan Ilmu Politik > Ilmu Komunikasi |
| Depositing User: | Budi Wahyono Wahyono |
| Date Deposited: | 25 Feb 2019 02:31 |
| Last Modified: | 04 Jan 2021 05:35 |
| URI: | http://repository.ub.ac.id/id/eprint/13274 |
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