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Strategi Pesan Kreatif di Era Disruptif

Dr. Hifni Alifahmi, M.Si.

Bahan Diskusi Kuliah Umum Magister Ilmu Komunikasi Universitas Mercubuana Jakarta, 30 Maret 2019

. alifahmi21@yahoo.com Bahan Diskusi Kuliah Umum Magister Ilmu Komunikasi Universitas Mercubuana Jakarta, 30 Maret 2019 1

Humanity:

Universal

Messages

Humanity: Universal Messages
Humanity & Social Marketing Untuk visual ini, apa Judul dan Tagline yang pas?

Humanity & Social

Marketing

Untuk visual ini, apa Judul dan Tagline yang pas?

Humanity & Social Marketing Untuk visual ini, apa Judul dan Tagline yang pas?
World Humanitarian Day

World Humanitarian Day

World Humanitarian Day
World Humanitarian Day
World Humanitarian Day
World Humanitarian Day
Konsistensi Pesan Kreatif

Konsistensi Pesan Kreatif

Konsistensi Pesan Kreatif
Konsistensi Pesan Kreatif
Konsistensi Pesan Kreatif
Marcom Trilogy: Multi-screen Consumer Behavior, Creative Messages, Media-mix Marketing Communications Multi-screen

Marcom Trilogy:

Multi-screen Consumer Behavior, Creative Messages,

Media-mix Marketing Communications

Creative Messages, Media-mix Marketing Communications Multi-screen Consumer Behavior Creative Messages

Multi-screen

Consumer

Behavior

Media-mix Marketing Communications Multi-screen Consumer Behavior Creative Messages Media-mix (Convergence)

Creative

Messages

Media-mix

(Convergence)

Media-mix Marketing Communications Multi-screen Consumer Behavior Creative Messages Media-mix (Convergence)
Source: www.google/ipsos/sterling,2012
Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012
Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012
Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012
Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012
Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012
Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012
Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012
Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012
Source: www.google/ipsos/sterling,2012

Source: www.google/ipsos/sterling,2012

Creative Strategy Your creative strategy will translate the content of your intended, desired messages to

Creative Strategy

Your creative strategy will translate the content of your

intended, desired messages to specific communications.

1.

Keep it simple and clear (short & simple).

2.

Focus on audience benefits.

3.

When using fear, follow-up with solutions and use credible

sources.

4.

Try for messages that are vivid, personal, concrete.

5.

Make messages easy to remember.

6.

Sometimes have a little fun.

7.

Try for a big idea.

8.

Consider a question instead of a nag (celoteh/ngomel).

9.

Highlight relevan social norms.

Source: Kotler & Lee, 2008:276-282.

A Hierarchy-of-Effects Model of Creative Element ATTENTION Headlines, visuals INTEREST Subheads, Lead paragraph DESIRE

A Hierarchy-of-Effects Model of Creative Element

ATTENTION

Headlines,

visuals

INTEREST

Subheads, Lead paragraph

DESIRE

ACTION
ACTION

Body copy, boxes, Supporting visuals

Closing paragraph, logo/slogan,

Tagline, addresses, toll-free number

Source: Duncan, 2005: 314

Creative Pyramid Scan Source: William F Arens, 2004: 417

Creative Pyramid

Scan
Scan

Source: William F Arens, 2004: 417

Seaweed Solution vs Plastics
Seaweed Solution vs Plastics
Seaweed Solution vs Plastics

William F Arens, Contemporary Advertising, 2004: 15

Creative Message

Arens, Contemporary Advertising, 2004: 15 Creative Message Selected Advertising Appeals Approach/ Selected

Selected Advertising Appeals

Approach/

Selected advertising appeals

Needs

Rational Appeals

 

Emotional Appeals

Self-

Opprotunity for more leisure Efficiency in operation or use

Ambition Avoidence of laborious task Curiosity Entertainment

Pleasure of reaction Simplicity Sport/play/physical activity

actualization

Esteem

Dependability in quality

Pride of personal

Style/beauty

Dependaility in use Enhancement of earnings Variety of selection

appearence Pride of possession

Taste

Social

Cleanliness

Cooperation

Romance

Economy in purchase

Devotion to

Sexual attraction

others

Social achievement Social approval

Guilt

Humor

Sympathy for others

Home comfort

Safety

Durability

 

Protection of others

Fear

Health

Security

Safety

 

Physiological

Rest or sleep

Apetite

Personal comfort

Little Turtle vs Plastic Drinking Straw
Little Turtle vs Plastic Drinking Straw
Little Turtle vs Plastic Drinking Straw
Perception is (not) a reality Persepsi merupakan pengetahuan berdasarkan pengalaman subyektif, sehingga bisa berbeda
Perception is (not) a reality Persepsi merupakan pengetahuan berdasarkan pengalaman subyektif, sehingga bisa berbeda

Perception is (not) a reality

Persepsi merupakan pengetahuan berdasarkan pengalaman subyektif, sehingga

bisa berbeda setiap orang. Persepsi seringkali (tidak) mencerminkan realitas.

Knowledge and Understanding of the reality Pengetahuan dan pemahaman terhadap suatu obyek atau realitas akan
Knowledge and Understanding of the reality Pengetahuan dan pemahaman terhadap suatu obyek atau realitas akan

Knowledge and Understanding of the reality

Pengetahuan dan pemahaman terhadap suatu obyek atau realitas akan tertanam dalam alam pikiran dan hati konsumen atau wisatawan.

Keindahan ekosistem yang terjaga Ketika yang berada di dalam terawat, maka keindahan yang sesungguhnya akan

Keindahan ekosistem yang terjaga

Ketika yang berada di dalam terawat,

maka keindahan yang sesungguhnya akan terpancar di luar.

maka keindahan yang sesungguhnya akan terpancar di luar. Keindahan yang sesungguhnya berasal dari dalam dan dimulai

Keindahan yang sesungguhnya berasal dari dalam dan dimulai dari tubuh yang sehat.

Healthy Inside, Fresh Outside

Visualisasi beragam buah-buahan tropis Nikmatilah hari-harimu dengan tetap selalu sehat Memelihara daya tahan tubuh dan

Visualisasi beragam buah-buahan tropis

Nikmatilah hari-harimu dengan tetap selalu sehat

Memelihara daya tahan tubuh dan tetap sehat.

hari-harimu dengan tetap selalu sehat Memelihara daya tahan tubuh dan tetap sehat. Tagline: Healthy Inside, Fresh

Tagline:

Healthy Inside, Fresh Outside

Nation Brand Ad: Wonderful Indonesia

Nation Brand Ad: Wonderful Indonesia

Nation Brand Ad: Wonderful Indonesia

Nation Brand Ad: Wonderful Indonesia

Nation Brand Ad: Wonderful Indonesia
Pesona Indonesia – Pulau Komodo

Pesona Indonesia Pulau Komodo

Pesona Indonesia – Pulau Komodo
Pesona Indonesia - Wakatobi

Pesona Indonesia - Wakatobi

Pesona Indonesia - Wakatobi
Pesona Indonesia – Jawa Timur

Pesona Indonesia Jawa Timur

Pesona Indonesia – Jawa Timur
Mobile Travel Trends 2018: Next is Now

Mobile Travel Trends 2018: Next is Now

Mobile Travel Trends 2018: Next is Now
Mobile Travel Trends 2018: Next is Now
Mobile Travel Trends 2018: Next is Now

Mobile Travel Trends 2018: Next is Now

Mobile Travel Trends 2018: Next is Now
Mobile Travel Trends 2018: Next is Now
Mobile Travel Trends 2018: Next is Now Source: Travelport Digital Mobile Travel Trends Survey 2017

Mobile Travel Trends 2018: Next is Now

Mobile Travel Trends 2018: Next is Now Source: Travelport Digital Mobile Travel Trends Survey 2017

Source: Travelport Digital Mobile Travel Trends Survey 2017

Download Travel App Not Just Use a Mobile Web Source: Travelport Digital Mobile Travel Trends

Download Travel App Not Just Use a Mobile Web

Download Travel App Not Just Use a Mobile Web Source: Travelport Digital Mobile Travel Trends Survey

Source: Travelport Digital Mobile Travel Trends Survey 2017

Models of the Response Process Stages AIDA Hierarchy of Innovation Information Effects Model Adoption Processing

Models of the Response Process

Stages AIDA Hierarchy of Innovation Information Effects Model Adoption Processing (Lavidge-Steiner) Model Model
Stages
AIDA
Hierarchy of
Innovation
Information
Effects Model
Adoption
Processing
(Lavidge-Steiner)
Model
Model
Cognitive
Attention
Awareness
Awareness
Presentation
Stage
Attention
Comprehension
Knowledge
Affective
Interest
Liking
Interest
Yielding
Stage
Preference
Desire
Conviction
Evaluation
Retention
Behavioral
Trial
Stage
Action
Purchase
Adoption
Behavior

Source: Belch & Belch, 2007: 146

http://nghialemarketing.files.wordpress.com/2011/10/aisas.gif
http://nghialemarketing.files.wordpress.com/2011/10/aisas.gif
http://nghialemarketing.files.wordpress.com/2011/10/aisas.gif

http://nghialemarketing.files.wordpress.com/2011/10/aisas.gif

Advertising Effect on Consumer Related Movement Example of types of Behavior toward promotion or advertising

Advertising Effect on Consumer

Related Movement Example of types of Behavior toward promotion or advertising Dimensions purchase relevant to
Related
Movement
Example of types of
Behavior
toward
promotion or advertising
Dimensions
purchase
relevant to various steps
The realm of motives
Purchase
Ads stimulate or
direct Desires
Conviction
The realm of
emotions
Ads change attitude
“image” copy status, glamour
appeals
Preference
and feelings
Liking
The realm of
thoughts
writing
Knowledge
Ads provide
information and facts
Teaser campaigns
Awareness

Announcements, descriptive copy,

classified ads, slogans, jingles, sky

Source: Belch & Belch, 2007: 207

Point of purchase retail store ads deals “last-chance” offers price appeals testimonials

Competitive ads argumentative copy

Fenomena di Sekitar Kita Menurut perhitungan FAO, lebih dari 1,3 miliar ton makanan terbuang sia-
Fenomena di Sekitar Kita Menurut perhitungan FAO, lebih dari 1,3 miliar ton makanan terbuang sia-

Fenomena di Sekitar Kita

Fenomena di Sekitar Kita Menurut perhitungan FAO, lebih dari 1,3 miliar ton makanan terbuang sia- sia

Menurut perhitungan FAO, lebih dari

1,3 miliar ton makanan terbuang sia-

sia menjadi sampah setiap tahunnya.

Dari kacamata pemasaran sosial, tema itu bertujuan untuk mendorong: 1. Perubahan pola berpikir agar lebih
Dari kacamata pemasaran sosial, tema itu bertujuan untuk mendorong: 1. Perubahan pola berpikir agar lebih

Dari kacamata pemasaran sosial, tema itu bertujuan untuk mendorong:

1.

Perubahan pola berpikir agar lebih

cermat dalam memilih makanan

(Think ) supaya sajian tak

berlebihan;

2. Memperbaiki kebiasaan belanja cermat, menyimpan, dan pola konsumsi (Eat);

3. Memanfaatkan makanan secara

optimal (Save ), tanpa terjadi

penghamburan atau pemborosan.

Tiap 5 Juni diperingati sebagai Hari

Lingkungan Hidup Sedunia (World

Environment Day).

Tahun 2013 bertema Think-Eat-Save secara global atas prakarsa United

Nations Environment Program

(UNEP) dan FAO .

Creative Strategy in Practices Be Under Your Own Influence

Creative Strategy in Practices

Be Under Your Own

Influence

Creative Strategy in Practices Be Under Your Own Influence
Creative Strategy in Practices

Creative Strategy in Practices

Creative Strategy in Practices
Creative Strategy in Practices
Creative Strategy in Practices
Creative Strategy in Practices
Creative Strategy in Practices
Creative Strategy in Practices
Creative Strategy in Practices
Message Factors Message Structure Descriptions Order of presentation The most important message points be placed

Message Factors

Message

Structure

Descriptions

Order of

presentation

The most important message points be

placed at the beginning (primacy effect) or

at the end (recency effect: the last

arguments are more persuasive).

Message

sidedness

A one-sided message (positive/benefits)

A two-sided message ( good & bad points)

Verbal versus

visual messages

Verbal: body copy, text

Visual: non-verbal, pictures

Message Appeals: comparative ad, fear and humor appeals.

Source: Belch & Belch, 2007: 179-185

The Think/Feel/Do Response Wheel • Problem recognition • Information search • Evaluation Brand Decision

The Think/Feel/Do Response Wheel

• Problem recognition • Information search • Evaluation Brand Decision Process • Try • Buy
• Problem
recognition
• Information
search
• Evaluation
Brand
Decision
Process
• Try
• Buy
• Other action
response
• Repurchase
• Attitudes • Liking • Preference • Conviction • Satisfaction
• Attitudes
• Liking
• Preference
Conviction
Satisfaction

What can cause the

order of think/feel/do

responses to vary?

DO

Source: Tom Duncan, 2005: 141.

Message Objectives, Strategies & Responses Responses Message Objectives Message Strategies Think

Message Objectives,

Strategies & Responses

Responses

Message Objectives

Message Strategies

Think

Awareness, brand knowledge, understanding,

Information, generic, pre-emptive, credibility

(cognitive)

conviction

 

Feel

Brand image or personality,

Emotion, association,

(emotional)

liking, desire, self identity

lifestyle

Do (action,

Buy, try, repeate, visit,

Incentive, reminder,

behavior)

contact, tell others

interactive

Source: Tom Duncan, 2005: 290.

The Consistency Triangle SAY BRAND INTEGRITY CONFIRM DO CONSISTENCY Gaps in the consistency triangle are

The Consistency Triangle

SAY BRAND INTEGRITY CONFIRM DO CONSISTENCY
SAY
BRAND
INTEGRITY
CONFIRM
DO
CONSISTENCY

Gaps in the consistency triangle are red flags for marketing communication planners.

Source: Tom Duncan, 2005: 335.