Analisis Pengaruh Penggunaan Teks di Gambar Iklan terhadap Jangkauan dan Interaksi Konsumen

Fikri, Khairul

doi:10.14421/pjk.v11i2.1444

Cited by 3 publications

(1 citation statement)

References 2 publications

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“…Marketing presents to serve and satisfy consumers with refer to profit (Cornelissen, 2014, h. 70). Meanwhile, advertising is a form of strategy or media used by individuals or companies to optimize the benefits of their services or products (Fikri, 2018). Advertising is a means of communication in order to convey, present and promote ideas, goods or services carried out by communicators (companies/producers) to communicants (public, especially audiences /consumers) through non-personal media, namely mass media.…”

Section: Ircebmentioning

confidence: 99%

Advertising and Marketing Strategies to Gain Top of Mind

Putri

2021

KSS

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Technological progress and competition between companies in the globalization era are increasing. New media plays an increasingly important role in advertising and marketing. In addition, companies’ survival depends on the presence of audiences/ consumers. Therefore, it is important and interesting to study how to utilize this new media/technology; how effective and efficient digital advertising and marketing strategies are in appealing to the audience; and how to ensure the products offered are acceptable to the target audience. This study carried out a literature review using a qualitative approach to obtain a framework of important concepts and strategies for effective marketing and advertising. It is important to pay attention to the objectives, audience and distribution / media of advertising and marketing. The use of various media such as social media, online advertising, digital signage and endorsers are also important factors in advertising and marketing success. Advertising and marketing strategies help to better understand consumers and how best to engage and empower them. Here technology has created a new environment, where power has shifted from advertisers to consumers. This research produced a variety of important strategies to attract audiences, obtain the AIDA (Attention Interest Desire Action) effect of the audience and finally reach the Top of Mind. Keywords: communication, advertising, marketing, endorser

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Section: Ircebmentioning

confidence: 99%

Advertising and Marketing Strategies to Gain Top of Mind

Putri

2021

KSS

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Marketing and Advertising Strategy in Achieving the Top of Mind (Samsung Brand Case Study)

Putri

Eriyanto

2020

J.Kom.Profetik

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Technological progress and competition between companies in the globalization era is increasing. New media plays an increasingly important role in advertising and marketing. In addition, the companies’ survival depends on the presence of audiences/consumers. Therefore, determining how to utilize this new media/technology and determining how effective and efficient digital advertising and marketing strategies so that advertising has an appeal to the audience and the products offered are acceptable to the audience and right on target, and in accordance with the specified target is important and interesting to study. To obtain a framework of important concepts and the best strategy of effective marketing and advertising, the author utilizes the literature review method with qualitative approach. In doing advertising and marketing, it is important to pay attention to the objectives, audience, and distribution / media of advertising and marketing. The use of various media such as social media, online advertising, digital signage, and also endorsers are also important factors in advertising and marketing success. Advertising and marketing strategies help to better understand consumers and see how best to engage and empower the audience / consumers to get what they want. Here technology has created a new environment, where power has shifted from advertisers to consumers. This research produced a variety of important strategies and the best media which can succeed advertising and marketing, attract audiences, obtain the AIDA (Attention Interest Desire Action) effect of the audience and finally reach the Top of Mind.

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Aqua ads as an instrument of Indonesia national identity development

Narendra¹,

Habsari²,

Ardianto³

2020

j.info

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Advertising is not only present as a media that is able to introduce products of goods and service to encourage people to consume based on their needs, but rather to simulate life models and create fake needs made by producers. The research focused on analyzing the signs found on 600ml Aqua mineral water bottle labels with themed Temukan Indonesiamu. The study aims to find implicit purpose of using themed labels Temukan Indonesiamu in a 600 ml size Aqua mineral water bottle through the signs that appear on the ads. The study uses Rolland Barthes’s semiotics method to five motions advertisements namely friendly, polite, mutual cooperation, sharing, and kindship advertisement to find the meaning of denotation – connotations contained in the advertisement so as to produce myths or implicit goals from the production of the advertisement themed Temukan Indonesiamu. The result showed that changes of Aqua packaging using themed labels Temukan Indonesiamu with the theme of polite (santun), friendly (ramah), cooperation (gotong royong), sharing (berbagi) and kinship (kekeluargaan) not only as a Nation’s talent search program and a media representation of identity and culture of Indonesia, but encouragement of Aqua mineral water producers to consumers to buy Aqua mineral water not only based on the need of mineral water, but also based on simulations and false need created by advertisement, namely love for the Indonesia Nation as reflected in the 600ml Aqua bottle label. The author’s creation of the theme Aqua bottle was also seen by the author as a diversion of public attention by Aqua mineral water producers to the increasingly uncontrolled problem of plastic waste in Indonesia and the way to maintain the existence of products from Aqua mineral water producers. Iklan tidak hanya hadir sebagai media yang mampu memperkenalkan produk atau barang dan jasa untuk mendorong masyarakat berkonsumsi berdasarkan kebutuhan dirinya, melainkan menjadi simulasi model kehidupan dan menciptakan kebutuhan palsu yang dibuat oleh produser. Penelitian berfokus kepada penganalisisan tanda-tanda yang terdapat pada label botol air mineral Aqua ukuran 600ml bertema Temukan Indonesiamu. Penelitian bertujuan menemukan tujuan implisit digunakannya label bertema Temukan Indonesiamu pada botol air mineral Aqua ukuran 600ml melalui tanda-tanda yang muncul pada iklan. Penelitian menggunakan metode semiotika Rolland Barthes kepada kelima iklan gambar bergerak yaitu iklan versi ramah, santun, gotong royong, berbagi, dan kekeluargaan untuk menemukan makna denotasi – konotasi yang terkandung pada iklan sehingga menghasilkan mitos atau tujuan implisit dari diproduksinya iklan bertema Temukan Indonesiamu. Hasil penelitian menunjukan bahwa perubahan kemasan Aqua dengan menggunakan label bertema Temukan Indonesiamu bertema Santun, Ramah, Gotong Royong, Berbagi, dan Kekeluargaan tidak hanya sebagai program pencarian bakat anak Bangsa dan media representasi jati diri dan kebudayaan Indonesia, melainkan dorongan produsen air mineral Aqua kepada konsumen untuk membeli air mineral Aqua tidak hanya berdasarkan kebutuhan akan air mineralnya, namun juga berdasarkan simulasi dan kebutuhan palsu yang diciptakan oleh iklan yaitu rasa cinta kepada Bangsa Indonesia yang tercermin pada gambar label botol Aqua ukuran 600ml. Penciptaan botol Aqua bertema Temukan Indonesiamu juga dilihat penulis sebagai pengalihan perhatian masyarakat oleh produser air mineral Aqua terhadap semakin tidak terkendalinya persoalan sampah plastik di Indonesia dan cara mempertahankan eksistensi produk dari produser air mineral Aqua.

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Analisis Pengaruh Penggunaan Teks di Gambar Iklan terhadap Jangkauan dan Interaksi Konsumen

Cited by 3 publications

References 2 publications

Advertising and Marketing Strategies to Gain Top of Mind

Advertising and Marketing Strategies to Gain Top of Mind

Marketing and Advertising Strategy in Achieving the Top of Mind (Samsung Brand Case Study)

Aqua ads as an instrument of Indonesia national identity development

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