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(COVER NYA ERROR)KELOMPOK 6 KELAS C
ADVERTISING
Penerbit :
Penulis :
Najlaa Rasyifa Rianda, Naza Regi Mulyadi, Shiva Aprilia Azzahra, Qidran Muhammad Shidqi & Vahri Dhamar Aditya
ii
Advertising
Copyright@Najlaa Rasyifa Rianda, Naza Regi Mulyadi, Shiva Aprilia
Azzahra, Qidran Muhammad Shidqi & Vahri Dhamar Aditya
Hak Cipta Dilindungi Undang-Undang
All Right Reserved
Cetakan Pertama, Desember 2021
Penulis : Najlaa Rasyifa Rianda, Naza Regi Mulyadi, Shiva Aprilia
Azzahra, Qidran Muhammad Shidqi & Vahri Dhamar Aditya
Editor : Dr. Dini Safitri, M.SI.
Perancang Sampul : Naza Regi Mulyadi
Tata Letak : Shiva Aprilia Azzahra
Penerbit:
Yudha English Gallery (Member of Openbook Publisher)
Alamat : Jalan Karangan Blok D no 9 Komplek Untan,
Pontianak – Kalimantan Barat 78124
Telp : +6285252141648
Email : director@yudhaenglishgallery.com
xiii+84 halaman, 21 cm x 29,7 cm
ISBN: 978-623-5765-23-5 (EPUB)
Dilarang keras memfotokopi atau memperbanyak sebagian atau seluruh isi buku tanpa seizin tertulis dari penulis atau penerbit. Isi diluar tanggungjawab percetakan
Copyright@Najlaa Rasyifa Rianda, Naza Regi Mulyadi, Shiva Aprilia
Azzahra, Qidran Muhammad Shidqi & Vahri Dhamar Aditya
Hak Cipta Dilindungi Undang-Undang
All Right Reserved
Cetakan Pertama, Desember 2021
Penulis : Najlaa Rasyifa Rianda, Naza Regi Mulyadi, Shiva Aprilia
Azzahra, Qidran Muhammad Shidqi & Vahri Dhamar Aditya
Editor : Dr. Dini Safitri, M.SI.
Perancang Sampul : Naza Regi Mulyadi
Tata Letak : Shiva Aprilia Azzahra
Penerbit:
Yudha English Gallery (Member of Openbook Publisher)
Alamat : Jalan Karangan Blok D no 9 Komplek Untan,
Pontianak – Kalimantan Barat 78124
Telp : +6285252141648
Email : director@yudhaenglishgallery.com
xiii+84 halaman, 21 cm x 29,7 cm
ISBN: 978-623-5765-23-5 (EPUB)
Dilarang keras memfotokopi atau memperbanyak sebagian atau seluruh isi buku tanpa seizin tertulis dari penulis atau penerbit. Isi diluar tanggungjawab percetakan
iii
ADVERTISING
Penerbit :
Penulis :
Najlaa Rasyifa Rianda, Naza Regi Mulyadi, Shiva Aprilia Azzahra, Qidran Muhammad Shidqi & Vahri Dhamar Aditya
ii
Advertising
Copyright@Najlaa Rasyifa Rianda, Naza Regi Mulyadi, Shiva Aprilia
Azzahra, Qidran Muhammad Shidqi & Vahri Dhamar Aditya
Hak Cipta Dilindungi Undang-Undang
All Right Reserved
Cetakan Pertama, Desember 2021
Penulis : Najlaa Rasyifa Rianda, Naza Regi Mulyadi, Shiva Aprilia
Azzahra, Qidran Muhammad Shidqi & Vahri Dhamar Aditya
Editor : Dr. Dini Safitri, M.SI.
Perancang Sampul : Naza Regi Mulyadi
Tata Letak : Shiva Aprilia Azzahra
Penerbit:
Yudha English Gallery (Member of Openbook Publisher)
Alamat : Jalan Karangan Blok D no 9 Komplek Untan,
Pontianak – Kalimantan Barat 78124
Telp : +6285252141648
Email : director@yudhaenglishgallery.com
xiii+84 halaman, 21 cm x 29,7 cm
ISBN: 978-623-5765-23-5 (EPUB)
Dilarang keras memfotokopi atau memperbanyak sebagian atau seluruh isi buku tanpa seizin tertulis dari penulis atau penerbit. Isi diluar tanggungjawab percetakan
Copyright@Najlaa Rasyifa Rianda, Naza Regi Mulyadi, Shiva Aprilia
Azzahra, Qidran Muhammad Shidqi & Vahri Dhamar Aditya
Hak Cipta Dilindungi Undang-Undang
All Right Reserved
Cetakan Pertama, Desember 2021
Penulis : Najlaa Rasyifa Rianda, Naza Regi Mulyadi, Shiva Aprilia
Azzahra, Qidran Muhammad Shidqi & Vahri Dhamar Aditya
Editor : Dr. Dini Safitri, M.SI.
Perancang Sampul : Naza Regi Mulyadi
Tata Letak : Shiva Aprilia Azzahra
Penerbit:
Yudha English Gallery (Member of Openbook Publisher)
Alamat : Jalan Karangan Blok D no 9 Komplek Untan,
Pontianak – Kalimantan Barat 78124
Telp : +6285252141648
Email : director@yudhaenglishgallery.com
xiii+84 halaman, 21 cm x 29,7 cm
ISBN: 978-623-5765-23-5 (EPUB)
Dilarang keras memfotokopi atau memperbanyak sebagian atau seluruh isi buku tanpa seizin tertulis dari penulis atau penerbit. Isi diluar tanggungjawab percetakan
iii
DAFTAR ISI
COVER.....................................................................................i
DAFTAR ISI.............................................................................iv
DAFTAR GAMBAR.................................................................vii
KATA SAMBUTAN................................................................viii
KATA PENGANTAR................................................................ix
BIODATA PENULIS................................................................xi
BAB I PENGENALAN ADVERTISING.................................1
1.1 Pengenalan Advertising..................................................1
1.2 Tujuan Advertising...........................................................3
1.3 Macam-macam Advertising............................................4
1.4 Fungsi dan Manfaat Advertising....................................6
BAB II ADVERTISING DI DUNIA DAN INDONESIA..........9
2.1 PERKEMBANGAN ADVERTISING DUNIA.......................9
2.1.1 Iklan di Zaman Mesopotamia....................................9
2.1.2 Iklan di Zaman Yunani dan Romawi..........................9
2.1.3 Iklan di Zaman Pertengahan Sampai Abad 18.......10
2.1.4 Iklan Pasca Perang Dunia II.......................................11
2.1.5 Sebelum Ditemukan Mesin Cetak............................12
2.1.6 Setelah Ditemukan Mesin Cetak..............................13
2.2 PERKEMBANGAN ADVERTISING DI INDONESIA...........16
BAB III CIRI-CIRI, SIFAT DAN SYARAT PERIKLANAN.....19
3.1 Ciri-Ciri Iklan...................................................................20
3.2 Sifat Iklan........................................................................21
DAFTAR ISI.............................................................................iv
DAFTAR GAMBAR.................................................................vii
KATA SAMBUTAN................................................................viii
KATA PENGANTAR................................................................ix
BIODATA PENULIS................................................................xi
BAB I PENGENALAN ADVERTISING.................................1
1.1 Pengenalan Advertising..................................................1
1.2 Tujuan Advertising...........................................................3
1.3 Macam-macam Advertising............................................4
1.4 Fungsi dan Manfaat Advertising....................................6
BAB II ADVERTISING DI DUNIA DAN INDONESIA..........9
2.1 PERKEMBANGAN ADVERTISING DUNIA.......................9
2.1.1 Iklan di Zaman Mesopotamia....................................9
2.1.2 Iklan di Zaman Yunani dan Romawi..........................9
2.1.3 Iklan di Zaman Pertengahan Sampai Abad 18.......10
2.1.4 Iklan Pasca Perang Dunia II.......................................11
2.1.5 Sebelum Ditemukan Mesin Cetak............................12
2.1.6 Setelah Ditemukan Mesin Cetak..............................13
2.2 PERKEMBANGAN ADVERTISING DI INDONESIA...........16
BAB III CIRI-CIRI, SIFAT DAN SYARAT PERIKLANAN.....19
3.1 Ciri-Ciri Iklan...................................................................20
3.2 Sifat Iklan........................................................................21
3.3 Syarat-Syarat Iklan.................................................................21
3.4 Daya Tarik Iklan......................................................................22
BAB 4 ADVERTISING DAN MARKETING...................................24
4.1 Pengertian Marketing.............................................................24
4.2 Pemeran Advertising dan Marketing.....................................25
4.3 Perkembangan Advertising di Dunia Marketing .................28
BAB 5 ADVERTISING DI MASYARAKAT...................................31
5.1 Fungsi Advertising dalam Masyarakat..................................31
5.2 Etika dalam Advertising..........................................................33
BAB 6 PROFESI DAN PROSPEK INDUSTRI ADVERTISING......35
6.1 Media Advertising Sebagai Industri......................................35
6.2 Peran Yang Dibutuhkan........................................................36
BAB 7 BIRO IKLAN.................................................................38
7.1 Pengertian Biro Iklan.............................................................38
7.2 Divisi dalam Biro Iklan...........................................................39
7.3 Jenis-Jenis Biro Iklan..............................................................40
7.4 Tipe-Tipe Biro Iklan................................................................41
BAB 8 MEDIA ADVERTISING.......................................................44
8.1 Pemilihan Media Advertising.................................................44
8.2 Jenis Periklanan Media Cetak...............................................45
8.3 Periklanan Koran...................................................................47
8.4 Tipe-Tipe Periklanan Koran..................................................49
BAB 9 BRANDING....................................................................51
Pengertian Branding....................................................................51
3.4 Daya Tarik Iklan......................................................................22
BAB 4 ADVERTISING DAN MARKETING...................................24
4.1 Pengertian Marketing.............................................................24
4.2 Pemeran Advertising dan Marketing.....................................25
4.3 Perkembangan Advertising di Dunia Marketing .................28
BAB 5 ADVERTISING DI MASYARAKAT...................................31
5.1 Fungsi Advertising dalam Masyarakat..................................31
5.2 Etika dalam Advertising..........................................................33
BAB 6 PROFESI DAN PROSPEK INDUSTRI ADVERTISING......35
6.1 Media Advertising Sebagai Industri......................................35
6.2 Peran Yang Dibutuhkan........................................................36
BAB 7 BIRO IKLAN.................................................................38
7.1 Pengertian Biro Iklan.............................................................38
7.2 Divisi dalam Biro Iklan...........................................................39
7.3 Jenis-Jenis Biro Iklan..............................................................40
7.4 Tipe-Tipe Biro Iklan................................................................41
BAB 8 MEDIA ADVERTISING.......................................................44
8.1 Pemilihan Media Advertising.................................................44
8.2 Jenis Periklanan Media Cetak...............................................45
8.3 Periklanan Koran...................................................................47
8.4 Tipe-Tipe Periklanan Koran..................................................49
BAB 9 BRANDING....................................................................51
Pengertian Branding....................................................................51
iv
v
DAFTAR ISI
COVER.....................................................................................i
DAFTAR ISI.............................................................................iv
DAFTAR GAMBAR.................................................................vii
KATA SAMBUTAN................................................................viii
KATA PENGANTAR................................................................ix
BIODATA PENULIS................................................................xi
BAB I PENGENALAN ADVERTISING.................................1
1.1 Pengenalan Advertising..................................................1
1.2 Tujuan Advertising...........................................................3
1.3 Macam-macam Advertising............................................4
1.4 Fungsi dan Manfaat Advertising....................................6
BAB II ADVERTISING DI DUNIA DAN INDONESIA..........9
2.1 PERKEMBANGAN ADVERTISING DUNIA.......................9
2.1.1 Iklan di Zaman Mesopotamia....................................9
2.1.2 Iklan di Zaman Yunani dan Romawi..........................9
2.1.3 Iklan di Zaman Pertengahan Sampai Abad 18.......10
2.1.4 Iklan Pasca Perang Dunia II.......................................11
2.1.5 Sebelum Ditemukan Mesin Cetak............................12
2.1.6 Setelah Ditemukan Mesin Cetak..............................13
2.2 PERKEMBANGAN ADVERTISING DI INDONESIA...........16
BAB III CIRI-CIRI, SIFAT DAN SYARAT PERIKLANAN.....19
3.1 Ciri-Ciri Iklan...................................................................20
3.2 Sifat Iklan........................................................................21
DAFTAR ISI.............................................................................iv
DAFTAR GAMBAR.................................................................vii
KATA SAMBUTAN................................................................viii
KATA PENGANTAR................................................................ix
BIODATA PENULIS................................................................xi
BAB I PENGENALAN ADVERTISING.................................1
1.1 Pengenalan Advertising..................................................1
1.2 Tujuan Advertising...........................................................3
1.3 Macam-macam Advertising............................................4
1.4 Fungsi dan Manfaat Advertising....................................6
BAB II ADVERTISING DI DUNIA DAN INDONESIA..........9
2.1 PERKEMBANGAN ADVERTISING DUNIA.......................9
2.1.1 Iklan di Zaman Mesopotamia....................................9
2.1.2 Iklan di Zaman Yunani dan Romawi..........................9
2.1.3 Iklan di Zaman Pertengahan Sampai Abad 18.......10
2.1.4 Iklan Pasca Perang Dunia II.......................................11
2.1.5 Sebelum Ditemukan Mesin Cetak............................12
2.1.6 Setelah Ditemukan Mesin Cetak..............................13
2.2 PERKEMBANGAN ADVERTISING DI INDONESIA...........16
BAB III CIRI-CIRI, SIFAT DAN SYARAT PERIKLANAN.....19
3.1 Ciri-Ciri Iklan...................................................................20
3.2 Sifat Iklan........................................................................21
3.3 Syarat-Syarat Iklan.................................................................21
3.4 Daya Tarik Iklan......................................................................22
BAB 4 ADVERTISING DAN MARKETING...................................24
4.1 Pengertian Marketing.............................................................24
4.2 Pemeran Advertising dan Marketing.....................................25
4.3 Perkembangan Advertising di Dunia Marketing .................28
BAB 5 ADVERTISING DI MASYARAKAT...................................31
5.1 Fungsi Advertising dalam Masyarakat..................................31
5.2 Etika dalam Advertising..........................................................33
BAB 6 PROFESI DAN PROSPEK INDUSTRI ADVERTISING......35
6.1 Media Advertising Sebagai Industri......................................35
6.2 Peran Yang Dibutuhkan........................................................36
BAB 7 BIRO IKLAN.................................................................38
7.1 Pengertian Biro Iklan.............................................................38
7.2 Divisi dalam Biro Iklan...........................................................39
7.3 Jenis-Jenis Biro Iklan..............................................................40
7.4 Tipe-Tipe Biro Iklan................................................................41
BAB 8 MEDIA ADVERTISING.......................................................44
8.1 Pemilihan Media Advertising.................................................44
8.2 Jenis Periklanan Media Cetak...............................................45
8.3 Periklanan Koran...................................................................47
8.4 Tipe-Tipe Periklanan Koran..................................................49
BAB 9 BRANDING....................................................................51
Pengertian Branding....................................................................51
3.4 Daya Tarik Iklan......................................................................22
BAB 4 ADVERTISING DAN MARKETING...................................24
4.1 Pengertian Marketing.............................................................24
4.2 Pemeran Advertising dan Marketing.....................................25
4.3 Perkembangan Advertising di Dunia Marketing .................28
BAB 5 ADVERTISING DI MASYARAKAT...................................31
5.1 Fungsi Advertising dalam Masyarakat..................................31
5.2 Etika dalam Advertising..........................................................33
BAB 6 PROFESI DAN PROSPEK INDUSTRI ADVERTISING......35
6.1 Media Advertising Sebagai Industri......................................35
6.2 Peran Yang Dibutuhkan........................................................36
BAB 7 BIRO IKLAN.................................................................38
7.1 Pengertian Biro Iklan.............................................................38
7.2 Divisi dalam Biro Iklan...........................................................39
7.3 Jenis-Jenis Biro Iklan..............................................................40
7.4 Tipe-Tipe Biro Iklan................................................................41
BAB 8 MEDIA ADVERTISING.......................................................44
8.1 Pemilihan Media Advertising.................................................44
8.2 Jenis Periklanan Media Cetak...............................................45
8.3 Periklanan Koran...................................................................47
8.4 Tipe-Tipe Periklanan Koran..................................................49
BAB 9 BRANDING....................................................................51
Pengertian Branding....................................................................51
iv
v
DAFTAR GAMBAR
9.2 Fungsi dan Tujuan Branding..........................................52
9.3 Unsur-Unsur Branding......................................................53
9.4 Macam-Macam Branding...............................................54
BAB X SEGMENTASI.........................................................56
10.1 Dasar Segmentasi........................................................56
10.2 Syarat Segmentasi yang Efektif..................................57
10.3 Manfaat Segmentasi....................................................58
10.4 Segmentasi Pasar Konsumen.....................................59
10.5 Segmentasi Pasar Industri...........................................61
10.6 Mengevaluasi Segmen Pasar......................................62
10.7 Seleksi Segmen Pasar..................................................63
10.8 Penempatan Produk....................................................66
10.9 Pola Segmentasi Pasar.................................................68
10.10 Menentukan Posisi Pasar..........................................69
10.11 Cara Menentukan Positioning....................................70
BAB XI KREATIVITAS DAN PINTASAN PERIKLANAN.....72
11.1 Peran Kreativitas dalam Periklanan............................72
11.2 Pedoman Kreatif di Periklanan....................................74
11.3 Pendekatan Strategi Kreatif.........................................75
11.4 Tujuan Pesan.................................................................78
11.5 Menyesuaikan Pesan dengan Tujuan Iklan................79
DAFTAR PUSTAKA.........................................................83
9.3 Unsur-Unsur Branding......................................................53
9.4 Macam-Macam Branding...............................................54
BAB X SEGMENTASI.........................................................56
10.1 Dasar Segmentasi........................................................56
10.2 Syarat Segmentasi yang Efektif..................................57
10.3 Manfaat Segmentasi....................................................58
10.4 Segmentasi Pasar Konsumen.....................................59
10.5 Segmentasi Pasar Industri...........................................61
10.6 Mengevaluasi Segmen Pasar......................................62
10.7 Seleksi Segmen Pasar..................................................63
10.8 Penempatan Produk....................................................66
10.9 Pola Segmentasi Pasar.................................................68
10.10 Menentukan Posisi Pasar..........................................69
10.11 Cara Menentukan Positioning....................................70
BAB XI KREATIVITAS DAN PINTASAN PERIKLANAN.....72
11.1 Peran Kreativitas dalam Periklanan............................72
11.2 Pedoman Kreatif di Periklanan....................................74
11.3 Pendekatan Strategi Kreatif.........................................75
11.4 Tujuan Pesan.................................................................78
11.5 Menyesuaikan Pesan dengan Tujuan Iklan................79
DAFTAR PUSTAKA.........................................................83
Gambar 1. Ilustrasi Digital Advertising..............1
Gambar 2. Ciri-ciri Iklan yang Baik..................19
Gambar 3. Marketing dan Advertising..............24
Gambar 4. Jurusan Periklanan........................35
Gambar 5. Biro Iklan........................................38
Gambar 6. Media Periklanan..........................44
Gambar 7. Iklan Media Cetak.........................45
Gambar 8. Iklan Film di Koran........................47
Gambar 9. Mengenal Branding.......................51
Gambar 10. Segmentasi Pasar.......................56
Gambar 11. Kreatifitas Membuat Iklan.........73
Gambar 2. Ciri-ciri Iklan yang Baik..................19
Gambar 3. Marketing dan Advertising..............24
Gambar 4. Jurusan Periklanan........................35
Gambar 5. Biro Iklan........................................38
Gambar 6. Media Periklanan..........................44
Gambar 7. Iklan Media Cetak.........................45
Gambar 8. Iklan Film di Koran........................47
Gambar 9. Mengenal Branding.......................51
Gambar 10. Segmentasi Pasar.......................56
Gambar 11. Kreatifitas Membuat Iklan.........73
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