chap 2. creative strategy and type of adv

6 March 2017

2.1 creative side

2.2 message strategy

2.3 advertising types

chap 1. Flashback iklan dan periklanan

26 February 2017

1.1 ( Flashback Iklan dan Periklanan )

RPS Strategi Kreatif Periklanan

26 February 2017

DESKRIPSI MATA KULIAH              

Kode                                 : ISK 4293

Prasyarat                      : Komunikasi Pemasaran  dan  Dasar broadcasting

Jumlah SKS                   : 3 sks (2-1)

 

Mata kuliah ini merupakan implementasi bagi mahasiswa ilmu komunikasi untuk memahami hakekat dan  aspek – aspek dalam bidang kreatif periklanan. Pada tataran akhir mahasiswa diarahkan agar mampu merencanakan dan mengeksekusi iklan dengan detil di berbagai media. Secara khusus, mata kuliah ini mengarahkan mahasiswa agar mampu bekerja di divisi creative advertising agency antara lain sebagai copy writer, art director dsb.

 

TUJUAN PEMBELAJARAN                

 

Mata kuliah ini bertujuan agar mahasiswa :

  1. Mampu Memahami strategi kreatif dalam periklanan
    1. Mampu merancang konsep dalam bentuk script, rough design, sketch, shooting (story/photo) board untuk berbagai jenis iklan , antara lain iklan visual (misal print, OOH, ambience), audio (misal : radio)  ,  audio visual (misal : TV/e-communications, ambience),
    2. Mampu mempresentasikan ide kreatif
    3. Mampu melakukan eksekusi baik  klan visual (misal print, OOH, ambience), audio (misal : radio)  ,  audio visual (misal : TV/e-communications, ambience),

 

RPS Strategi kreatif periklanan 2017

9. Brand Communication

13 October 2016

9.1 brand communication

9.2 Brand Touchpoints

9.3 cyber branding

6. Brand Element – Identity

13 October 2016

06. brand element or identity

5. Brand Positioning and Essence

13 October 2016

05. brand positioning

5.2 brand essence

chap 2. brand architecture

15 September 2016

chap 1. Brand – definition

15 September 2016
•The brand is and has been defined in many different ways over the years, depending on the perspective from which the brand is perceived.Often that  depends on the academic background of the author/ originator of the different definitions (Dinnie, 2009:9)

1.1. Brand

chap 3. Branding

15 September 2016

chap 6 : communication : message strategy – appeals

16 October 2015
•Communication is a part of social marketing
•The audience is actively involved in the communication process :
•what we understand from and how we react to particular messages is as much a function of us and our experiences as it is of the characteristics of the message
•(hasting, 2008 pp 83)

6.1.1 communication – message

6.1.2 brief for socmar

6.1.3 message strategy

6.1.4 message appeals

6.1.5 special issues – fear appeal

6.2 promotion-selecting communication channels

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