dasar-dasar pembuatan iklan

DASAR-DASAR
PEMBUATAN IKLAN
1.
Logical & Emotional Styles (Marti
Neau,1971)
Logical/Rational Approaches
Penjelasan/pemaparan suatu produk lebih
superior & berbeda dengan kompetitor
Emotional Approaches
Komunikasi non verbal yang meningkatkan
keinginan, kebutuhan, motif, fantasi yang
didasari oleh ketidaksadaran
2.
Social Motivation in Advertising (Mc
Clelland & Steele, 1972)
The Achievement Motive
The Affiliation Motive
The Power Motive
The Arousal of Anxiety in Advertising
ADVERTISING DLM
TINJAUAN PSIKOLOGI
LINTAS BUDAYA
KONSEP PERIKLANAN
1. Periklanan
Cerminan Nilai-nilai Kultural
“ Members of A Given Culture, Subculture or Marketing
Segment Behave in Uniform and Predictable Ways”
( Markin, 1974)
2. Dalam Realita Periklanan Lebih Banyak Di
Kaitkan dengan Persoalan Pendidikan dan
Tingkat Ekonomi
“ The Higher the Educational and Economical Levels of
Segment of the Population to Which Advertising is
Directed Within Particular Cultures, The More Similar
Will Be The Cultural Characteristics Reflected in the
Advertasing, when Cross Cultural Comparisons”