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DAFTAR ISI COVER DALAM..................................................................................................... i LEMBAR PENGESAHAN...................................................................................... ii LEMBAR ORISINALITAS KARYA..................................................................... iii LEMBAR PERNYATAAN PUBLIKASI...............................................................iv KATA PENGANTAR............................................................................................. v DAFTAR ISI.............................................................................................................vii DAFTAR TABEL..................................................................................................... xi DAFTAR GAMBAR................................................................................................ xii BAB I PENDAHULUAN 1.1 Latar Belakang Penelitian........................................................................ 1 1.2 Permasalahan dan Ruang Lingkup........................................................... 2 1.3 Tujuan Perancangan................................................................................. 3 1.4 Sumber dan Teknik Pengumpulan Data................................................... 3 1.5 Skema Perancangan.................................................................................. 4 BAB II LANDASAN TEORI 2.1 Penjelasan Kampanye Sosial..................................................................... 5 2.2 Kandungan Nutrisi Ikan............................................................................. 5 2.3 Pengertian Asam Lemak Omega – 3.......................................................... 7 2.3.1 Fungsi Omega – 3 dalam Tubuh.................................................. 8 vii 2.3.2 Kelebihan Asupan Omega – 3..................................................... 11 2.3.3 Omega – 6 dan Omega – 9......................................................... 11 BAB III DATA DAN ANALISIS MASALAH 3.1 Data dan Fakta........................................................................................... 14 3.1.1 Sumber Data............................................................................... 14 1. Sumber data dari Dinas Perikanan dan Kelautan............................ 14 A. Profil Dinas Perikanan dan Kelautan.............................................. 14 B. Wawancara...................................................................................... 15 2. Observasi daerah yang menjadi sumber penghasil ikan................... 17 A. Pulau Condong Laut........................................................................ 17 B. Perairan Kalianda............................................................................. 19 3. Kwesioner terhadap masyarakat kota Bandung yang menjadi batasan dalam ruang lingkup............................................................... 21 4. Studi Pustaka terhadap buku, jurnal penelitian dan internet............ 24 A. Histamin.......................................................................................... 24 B. Upaya mendapatkan ikan segar....................................................... 25 3.1.2 Tinjauan Proyek........................................................................... 29 1. Gemarikan......................................................................................... 29 2. Si Mila............................................................................................... 31 3.2 Analisis Terhadap Permasalahan Berdasarkan Data dan Fakta.................. 33 3.2.1 Segmentasi, Targeting, Positioning.............................................. 33 viii 3.2.2 S.W.O.T........................................................................................ 34 BAB IV PEMECAHAN MASALAH 4.1 Konsep Komunikasi.................................................................................. 36 4.2 Konsep Kreatif.......................................................................................... 37 4.3 Konsep Media........................................................................................... 38 4.4 Timeline..................................................................................................... 41 4.5 Hasil Karya................................................................................................ 42 1. Logo................................................................................................. 42 2. Poster................................................................................................ 44 3. Brosur............................................................................................... 51 4. Media percetakan umum seperti majalah dan koran........................ 52 5. Billboard........................................................................................... 55 6. Website............................................................................................. 59 7. Booklet.............................................................................................. 61 8. Ambient media.................................................................................. 62 9. Internet banner.................................................................................. 65 10. Merchandise.................................................................................... 68 4.6 Budgeting.................................................................................................... 69 BAB V PENUTUP 5.1 Kesimpulan.................................................................................................. 73 5.2 Saran Penulis................................................................................................ 74 ix DAFTAR PUSTAKA.................................................................................................... xv DAFTAR ISTILAH...................................................................................................... xviii DAFTAR LAMPIRAN DAN LAMPIRAN................................................................. xx SARAN DAN KOMENTAR DOSEN PENGUJI SIDANG TUGAS AKHIR............ xxi UCAPAN TERIMA KASIH........................................................................................ xxii DATA PENULIS.......................................................................................................... xxiii x DAFTAR TABEL BAB II LANDASAN TEORI Tabel 1. Pengelompokkan asam lemak tak jenuh............................................. 12 BAB IV PEMECAHAN MASALAH Tabel 2. Jadwal implementasi media dalam 1 tahun......................................... 41 xi DAFTAR GAMBAR BAB II LANDASAN TEORI Gambar 1. Ikan Tenggiri..................................................................................... 5 BAB III DATA DAN ANALISIS MASALAH Gambar 2. Logo Departemen Kelautan dan Perikanan....................................... 14 Gambar 3. Atih Rachlan...................................................................................... 15 Gambar 4. Pulau Condong Laut.......................................................................... 17 Gambar 5. Nelayan Pulau Condong Laut............................................................ 18 Gambar 6. Perairan Kalianda............................................................................... 19 Gambar 7. Nelayan Kalianda............................................................................... 19 Gambar 8. Logo Gemarikan................................................................................. 29 Gambar 9. Si Mila 1............................................................................................. 31 Gambar 10. Si Mila 2........................................................................................... 31 Gambar 11. Si Mila 3........................................................................................... 32 Gambar 12. Si Mila 4........................................................................................... 32 BAB IV PEMECAHAN MASALAH Gambar 13. Logo Mari Makan Ikan.................................................................... 42 Gambar 14. Font Calibri...................................................................................... 42 Gambar 15. Warna Dasar..................................................................................... 43 Gambar 16. Tagline Mari Makan Ikan................................................................. 43 xii Gambar 17. Poster Melancarkan Peredaran Darah.............................................. 44 Gambar 18. Poster Menunjang Pertumbuhan serta Kecerdasan Otak................. 45 Gambar 19. Poster Menjaga Kesehatan Mata...................................................... 46 Gambar 20. Poster Membantu Mengontrol Asma............................................... 47 Gambar 21. Poster Mengatasi Depresi................................................................. 48 Gambar 22. Poster Membantu Mengontrol Rematik........................................... 49 Gambar 23. Poster Meningkatkan Massa Otot Tubuh......................................... 50 Gambar 24. Brosur bagian depan......................................................................... 51 Gambar 25. Brosur bagian dalam......................................................................... 52 Gambar 26. Media Majalah / Koran Mencegah Depresi...................................... 52 Gambar 27. Media Majalah / Koran Mengontrol Asma....................................... 53 Gambar 28. Media Majalah / Koran Mencegah Rematik..................................... 54 Gambar 29. Billboard............................................................................................ 55 Gambar 30. Implementasi Billboard 1.................................................................. 56 Gambar 31. Implementasi Billboard 2.................................................................. 56 Gambar 32. Implementasi Billboard 3.................................................................. 57 Gambar 33. Implementasi Billboard 4.................................................................. 57 Gambar 34. Implementasi Billboard 5.................................................................. 58 Gambar 35. Website page 1.................................................................................. 59 Gambar 36. Website page 2.................................................................................. 60 Gambar 37. Booklet 1........................................................................................... 61 xiii Gambar 38. Booklet 2........................................................................................... 61 Gambar 39. Booklet 3........................................................................................... 62 Gambar 40. Ambient Media 1.............................................................................. 62 Gambar 41. Implementasi Ambient Media 1....................................................... 63 Gambar 42. Ambient Media 2.............................................................................. 63 Gambar 43. Implementasi Ambient Media 2....................................................... 64 Gambar 44. Ambient Media 3.............................................................................. 64 Gambar 45. Implementasi Ambient Media 3....................................................... 65 Gambar 46. Internet Banner 1.............................................................................. 65 Gambar 47. Implementasi Internet Banner 1....................................................... 66 Gambar 48. Internet Banner 2.............................................................................. 66 Gambar 49. Implementasi Internet Banner 2....................................................... 67 Gambar 50. Internet Banner 3.............................................................................. 67 Gambar 51. Implementasi Internet Banner 3....................................................... 68 Gambar 52. Merchandise 1................................................................................... 68 Gambar 53. Merchandise 2................................................................................... 69 xiv