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Course Description
This course is a course that aims to provide an understanding of digital advertising production as part of Communication science. The discussion in this course includes an introduction to creating advertising concepts, developing ideas, creating client briefs, stages of the production process, up to the final results of digital advertising which can be applied directly to real clients.
Program Objectives (PO)
- Mahasiswa mampu menjelaskan konsep, fungsi, pihak-pihak yang terlibat, dan tahapan perencanaan iklan dalam komunikasi pemasaran.
- Mahasiswa menganalisis kebutuhan periklanan dan menyusun tujuan, strategi pesan, media, brief, serta proposal proyek iklan secara sistematis.
- Mahasiswa mampu merencanakan, memproduksi, mengevaluasi, dan mempertanggungjawabkan proyek iklan secara kolaboratif, etis, dan sesuai dengan brief.
Aktifitas Pembelajaran
-
Pertemuan 1 Konsep dan tahapan perencanaan periklanan. -
Pertemuan 2 Klien, produk, dan merek sebagai dasar perencanaan iklan. -
Pertemuan 3 Merumuskan masalah komunikasi yang dapat ditangani melalui iklan. -
Pertemuan 4 Menganalisis situasi dan komunikasi kompetitor. -
Pertemuan 5 Target audiens dan merumuskan consumer insight. -
Pertemuan 6 Tujuan, pesan, dan media iklan. -
Pertemuan 7 Menyusun brief dan rencana proyek iklan. -
Pertemuan 8 UTS -
Pertemuan 9 Memfinalkan perencanaan produksi iklan. -
Pertemuan 10 Rancangan awal -
Pertemuan 11 Visual dan copy iklan. -
Pertemuan 12 Materi utama iklan. -
Pertemuan 13 Iklan ke dalam format media yang dipilih. -
Pertemuan 14 Memfinalkan dan memeriksa kualitas proyek iklan. -
Pertemuan 15 Memfinalkan dan memeriksa kualitas proyek iklan. -
Pertemuan 16 Ujian Akhir Semester
References
- Cheng, Hong. 2014. THE HANDBOOK OF INTERNATIONAL ADVERTISING RESEARCH. Wiley Balckwell
- Moriarty, Sandra. 2014. Advertising and IMC : Principles and Practice. Prentice Hall.
- Rodger, Shelly, Esther Thorson. 2012. Advertising Theory: Routledge Communication Series. Routledge. New York.
- Web, Rick. 2015. Starting A Creative Firm in The Age of Digital Marketing (Advertising Age). Pallgrave Macmillan. New York.
Lecturer
Difficult Things About Education.
$75$10
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