GDL

Commercial Advertising Video of KidCity Buah Batu in Effort to Enhance Brand Awareness Using Social Media Instagram

Tugas Akhir, 007 / 2020 / MPE
Undergraduate Theses from JBPTPPOLBAN / 2021-01-25 09:41:57
Oleh : Edri Risanti Susanto - 175231008 (edri.risanti.mpem17@polban.ac.id)
Dibuat : 2021-01-25, dengan 4 file

Keyword : video advertising, commercial advertising, social media advertising, brand awareness
Subjek : video advertising, commercial advertising, social media advertising, brand awareness

Iklan merupakan salah satu media promosi yang biasa digunakan perusahaan untuk memperkenalkan brand nya kepada pangsa pasar. Jenis iklan yang digunakan pada proyek ini adalah iklan komersil yang bertujuan untuk mengembangkan brand dan menjaga hubungan baik antara perusahaan dengan konsumen dalam jangka panjang. Proyek video commercial advertising ini dikonsep untuk meningkatkan brand awareness konsumen terhadap KidCity Buah Batu dengan menggunakan media sosial Instagram. Instagram merupakan salah satu media sosial yang popular di kalangan masyarakat karna fiturnya yang lengkap dan mudah untuk digunakan. Selain itu, pemilihan iklan dalam bentuk video dikarenakan konsumen lebih tertarik untuk melihat iklan secara audio visual agar mereka dapat memahami lebih jelas informasi yang disampaikan. Dalam penyusunan laporan ini, penulis menggunakan desain riset deskriptif melalui pendekatan kualitatif. Tahapan dalam pembuatan proyek video commercial advertising ini dilakukan secara sistematis dimulai dari pra-produksi dimana pada tahap ini dilakukan wawancara dengan Branch Manager KidCity Buah Batu dan ahli konten creator serta mencari referensi video advertising dan membuat konsep desain video advertising KidCity Buah Batu, lalu pada tahap produksi dilakukan pengambilan video serta melakukan proses editing, dan tahap terakhir pasca produksi memperlihatkan hasil video commercial advertising kepada Branch Manager dan melakukan focus group discussion dengan 7 perwakilan followers Instagram KidCity Buah Batu untuk mengevaluasi video tersebut. Setelah dievaluasi, video commercial advertising ini diunggah pada media sosial Instagram. Setelah video tersebut diunggah pada Instagram, ditemukan hasil bahwa konten video commercial advertising merupakan strategi iklan yang cukup efektif untuk meningkatkan brand awareness konsumen terhadap KidCity Buah Batu karena terdapat peningkatan views, like, dan comment. Kata Kunci: video advertising, commercial advertising, social media advertising, brand awareness.

Deskripsi Alternatif :

Advertising is one of the promotional media that companies commonly use to introduce their brand to market share. The type of advertisement that used in this project is commercial advertising which aimed to develop the brand and maintain a good relationship between the company and consumers in the long term. This project of commercial advertising video conceptualized to increase brand awareness consumer of KidCity Buah Batu by using social media Instagram. Instagram is one of the most popular social media among the public because of its complete features and easy to use. In addition, the choice of advertisements in the form of video is because consumers are more interested in viewing advertisements audio-visual so that they can understand more clearly the information presented. In preparing this report, the authors used a descriptive research design through a qualitative approach. The stages in making a project of commercial advertising video carried out systematically starting from pre-production where at this stage interviews were carried out with the Branch Manager of KidCity Buah Batu and content experts creator and also looking for references video advertising and making the design concept of video advertising of KidCity Buah Batu, then at the production stage were taking videos and doing the process editing, and the last stage of post-production shows the results of the video commercial Advertising to the Branch Manager and doing a focus group discussion with 7 followers of KidCity Buah Batu Instagram to evaluate the video. After evaluated, this commercial advertising video was uploaded via Instagram social media. After the video was uploaded on Instagram, it was found that content commercial advertising video was an effective advertising strategy to increase brand awareness consumer of KidCity Buah Batu because there was an increase in views, likes, and comments. Keyword: video advertising, commercial advertising, social media advertising, brand awareness.

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