PERIKLANAN (Sumber:Lintas ADV.)
ALUR KERJA AGENCY Client Agency Product Brief CS Consumer Creative Based: positioning Brief CS Consumer Segmentation Planning Targeting Agency Creative Positioning Media
STRUKTUR BIRO IKLAN Creative Media Client Service Account Handler Production Media Commercial
Aktivitas Client Service (CS) Brief Client Service Account Handler Consumer STP Planning Theme Image Creative Tactics Metode dan Jangka waktu
Proses awal, Kerja CS K Client O N S U M E Client Creative Service First understand To give understood Creative Client Service
Relasional berbagai pihak Konsumen (insight + barrier) Strategy creative Base on Consumer’s map Manufacturer Agency Media To determination Bargaining Give reference By research
Proses Kreatif Kreatif Client Konsep (big idea) Produksi Eksekusi Strategi kreatif Konsep Axe: double drop Konsep (big idea) Kreatif Film Format Testimonial Client Slice of life Audio Visual Humor PH: Film Produksi Eksekusi Print Studio Rec. Photografer
Penemuan Ide ? Focus group Proses Brain ‘In-out storming Listening’ Alternative Facilitator Ideagiver Problem Owner ?
Theme of Advertising Contoh kasus: CLEAR Shampo EXOTIC Thema Amazon: Bangkok / 1,5 M (1 bulan) Matrix: menggunakan 50 kamera Thema
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