PERIKLANAN

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