An Innovative Advertising of Simanalagi Banana Fritter At Bandung Info Media Advertising Newspaper.
ABSTRACT
Dalam skripsi ini saya ingin mencoba untuk memperkenalkan Pisang Goreng Simanalagi kepada masyarakat melalui sebuah iklan inovatif di Koran Iklan Bandung Info Media.
Pisang goreng merupakan jajanan yang paling popular karena pisang goreng dijual mulai dari pedagang kaki lima sampai di hotel bintang lima. Pisang goreng Simanalagi memulai usaha menjual pisang goreng sejak tahun 1948 dan tetap eksis sampai saat ini. Salah satu alasan Simanalagi tidak ditingggalkan oleh para pelanggannya karena produk mereka dibuat dari bahan yang berkualitas. Saya berniat untuk membuat iklan cetak yang dapat mempertahankan minat para pembeli, karena selama ini para pembeli hanya mengetahui Simanalagi melalui informasi yang disebarkan dari mulut kemulut.
Proyek ini dibuat berdasarkan fakta bahwa Pisang Goreng Simanalagi belum pernah memasang iklan produk mereka di Bandung Info Media. Adapun iklan ini saya buat berdasarkan target market dari Pisang Goreng Simanalagi yaitu penduduk kota Bandung.Ukuran iklan cetak yang saya buat akan disesuaikan dengan kebutuhan.
Alasan saya memilih Koran Bandung Info Media sebagai media karena Koran Bandung Info Media merupakan Koran yang disebarkan secara gratis dan memuat informasi tentang produk makanan dan jasa yang ada di kota Bandung
Saya harap hasil karya saya dapat membantu pihak penjual Pisang Goreng Simanalagi dalam mempertahankan para pelanggannya.
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TABLE OF CONTENTS
ABSTRACT……….. ……I
Declaration of originality ………ii
Preface ……….iii
Table of Content……….. iv
Chapter I Introduction………..1
1.1 Background of the Project 1.2 Project Identification 1.3 Objectivities of the Study 1.4 Layout of the thesis Chapter II Justification of the Project……….5
Chapter III Project Realization………..13
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Chapter One
Introduction
1.1 Background of the study
Advertising has an important role in business industry. It can help companies introducing their product to the customer. ‘Without advertising process, distributors and sellers can’t deliver goods and product to the customer directly ‘(free translated Jefkins, 1995:1). Advertisement helps a customer to understand product information better. ‘Advertisement makes a consumer aware of the new product, informs them about specific brands and educates the consumer about particular product features and benefits’ (Shimp, 1999: 219).
Many companies are mobile in food industry because food is primarily needed. Nowaday food industry is growing rapidly especially in Bandung. There are some Television Stations that competes one another to make a program that explores food industry, either modern or traditional.
One of those food is banana flitter ‘banana flitter is one of the famous snacks that were eaten in relaxing situation, especially at afternoon’ (http://www.pintunet.com/lihat_opini.php?pg=2001/07/31072001/1192).
Maranataha Christian University
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Banana fritter are eaten by many people. They can be found on the pavement of big streets or five star hotels. Banana flitter are made from banana and mixed with some plovers, and sugar.
One of famous banana fritter sellers in Bandung is Simanalagi. It has been operated since 1948, and it is still making products now. Simanalagi Banana Flitter is available at Dalem Kaum Street no 10, and Pasirkaliki Hyper Square Food Court. One of the factors why Simanalagi still exists now is because the product is made from high quality banana. There is a says that qualified products come together with high price. It happens that the price of Simanalagi Banana Flitter is higher than others.
Every company always tries to maintain their consumer. ‘To maintain consumer loyalty, a company should produce continually advertising processes’ (free translated Jefkins, 1995:210). There are several kinds of advertising. One of them is print advertising. I choose print advertisement for my project because it has more advantages compared with other kinds of advertisement. ‘Print advertisement ... can be produced in various sizes, shapes, and formats’ (Belch, 2004: 417). Print advertising also more durable.. ‘Newspapers advertising…can be studied at leisure time and kept for future reference’ (Hildic, 1969: 42).
I will put my advertisement on Bandung Info Media Advertising Newspaper. Bandung Info Media Advertising Newspaper is a local monthly free newspaper. ‘Freely newspaper has their own benefits because they guarantee bigger readers scooping’ (free translated Jefkins, 1995: 17).
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The other reasons why I chose Bandung Info Media Advertising Newspaper as the media because it covered a specific target market. Based on those explanations, I want to make an innovative advertisement of Simanalagi banana flitter at Bandung Info Media Advertising Newspaper
1.2. Project Identification
I want to make an innovative advertisement of Simanalagi Banana
Fritter at Bandung Info Media advertising Newspapers. The purpose of my advertisement is to maintain Simanalagi Banana Flitter consumer. I will put the advertisement at food and beverage section. The size of advertisement is 12 x 16 cm because it the standard advertisement size for food advertisement product at Bandung Info Media Advertising Newspaper. I will use Indonesian language because the target market is Indonesian people who live in Bandung.
I will also use some colorful photographs to make the advertisement more interesting. The photos will be placed at the left side of advertisement. I will put headline and company address at the right side of the advertisement. The slogan and company brand will be placed at the bottom side of advertisement. I will also use light yellow color for the background of advertisement.
Maranataha Christian University
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1.3. Objectives of the Study
Every copywriter has a goal in making advertisement. My objective in making this advertisement project is to maintain Simanalagi Banana Flitter customer.
1.4. Layout of the Thesis
This thesis starts with the abstract, a concise summary of the entire paper in Indonesian. This abstract is followed by the preface, in which acknowledgements are given to those contributing advises in writing my thesis and being involved in the process. After that is the table of contents and the appendices which is followed by its three chapters:
Chapter I is the introduction to the analysis Chapter II contains the literary research
Chapter III deals with the performance of the innovative project In the final part, I present the bibliography alphabetically.
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Bibliography
References:Arens, William. Contemporary Advertising, 9th edition, McGrow Hil Companies Inc 1221 Avenue of America New York, 2004
Belch, George, Michael. Advertising and Promotion an Integrated Marketing Communications Perspective, 6th edition, McGrow Hil Companies Inc 1221 Avenue of America New York, 2004.
Bolen, William. Advertising, 2 edition, John Wiley & Sons, New York, 1981
Cobal, Billy. The Book of Drawing and Painting, Random House, New York, 1981
Duncan, Tom. Principles of Advertising and Painting, McGrow Hill, New York, 2004.
Hildick. A Close Look at Advertising, 1th edition, Faber & Faber Ltd, London, 1969
Kotler., Philip. Principles of Marketing, 10th edition, Pearson Education Inc, New Jersey.2004
Ogilvy, David. Confession of an Advertising Man, Attleneum Publisher,1963 Shimp, Terence. Advertising Promotion and Supplemental Aspect of integrated Marketing Communication, 4th edition, The Dryen Press, Orlando. Florida, 1999
Electronic Publication:
Maranatha Chritian University
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UnSpun by Amazon: Best Advertising Books http://www.colorcom.com. 27october2007 Welcome to Color Matters
http://www.Colormatters.com/chatquest.htm. March2007
http://www.colormatters.com/market_whycolor.html. 5 May 2002
Color Meaning - Choosing Color for Meaning or Symbolism and Color ... desktop publishing
http://desktoppub.about.com/cs/colorselection/p/.htm september2007
CCICOLOR - Institute for Color Research. http://www.colorcom.com/consumercolor.html. May 2002
Journal of Experimental Psychology: Learning, Memory and Cognition Three Colors: Red - Wikipedia, the free encyclopedia
http://en.wikipedia.org/wiki/Color 27 October 2007. The Pschology or Colors in Advertising and Marketing by © Kurt Geer
http://www.toekangweb.or.id/07-tips-bentukwarna2.html29 march 2000 Advertising - Wikipedia, the free encyclopedia
http://en.wikipedia.org/wiki/Advertising 27 October 2007
.
Color it effective: How color influences the user - FrontPage
http://www.wisegeek.com/what-are-the-best-colors-for-advertising.htm http://www.colours-uae.com/index.php March 2003
(9)
desktop publishing
http://www.goodellgroup.com/color.html 02 November 2007
Maranatha Chritian University
(1)
Banana fritter are eaten by many people. They can be found on the pavement of big streets or five star hotels. Banana flitter are made from banana and mixed with some plovers, and sugar.
One of famous banana fritter sellers in Bandung is Simanalagi. It has been operated since 1948, and it is still making products now. Simanalagi Banana Flitter is available at Dalem Kaum Street no 10, and Pasirkaliki Hyper Square Food Court. One of the factors why Simanalagi still exists now is because the product is made from high quality banana. There is a says that qualified products come together with high price. It happens that the price of Simanalagi Banana Flitter is higher than others.
Every company always tries to maintain their consumer. ‘To maintain consumer loyalty, a company should produce continually advertising processes’ (free translated Jefkins, 1995:210). There are several kinds of advertising. One of them is print advertising. I choose print advertisement for my project because it has more advantages compared with other kinds of advertisement. ‘Print advertisement ... can be produced in various sizes, shapes, and formats’ (Belch, 2004: 417). Print advertising also more durable.. ‘Newspapers advertising…can be studied at leisure time and kept for future reference’ (Hildic, 1969: 42).
I will put my advertisement on Bandung Info Media Advertising Newspaper. Bandung Info Media Advertising Newspaper is a local monthly free newspaper. ‘Freely newspaper has their own benefits because they guarantee bigger readers scooping’ (free translated Jefkins, 1995: 17).
(2)
The other reasons why I chose Bandung Info Media Advertising Newspaper as the media because it covered a specific target market. Based on those explanations, I want to make an innovative advertisement of Simanalagi banana flitter at Bandung Info Media Advertising Newspaper
1.2. Project Identification
I want to make an innovative advertisement of Simanalagi Banana Fritter at Bandung Info Media advertising Newspapers. The purpose of my advertisement is to maintain Simanalagi Banana Flitter consumer. I will put the advertisement at food and beverage section. The size of advertisement is 12 x 16 cm because it the standard advertisement size for food advertisement product at Bandung Info Media Advertising Newspaper. I will use Indonesian language because the target market is Indonesian people who live in Bandung.
I will also use some colorful photographs to make the advertisement more interesting. The photos will be placed at the left side of advertisement. I will put headline and company address at the right side of the advertisement. The slogan and company brand will be placed at the bottom side of advertisement. I will also use light yellow color for the background of advertisement.
(3)
1.3. Objectives of the Study
Every copywriter has a goal in making advertisement. My objective in making this advertisement project is to maintain Simanalagi Banana Flitter customer.
1.4. Layout of the Thesis
This thesis starts with the abstract, a concise summary of the entire paper in Indonesian. This abstract is followed by the preface, in which acknowledgements are given to those contributing advises in writing my thesis and being involved in the process. After that is the table of contents and the appendices which is followed by its three chapters:
Chapter I is the introduction to the analysis Chapter II contains the literary research
Chapter III deals with the performance of the innovative project In the final part, I present the bibliography alphabetically.
(4)
Bibliography
References:
Arens, William. Contemporary Advertising, 9th edition, McGrow Hil Companies Inc 1221 Avenue of America New York, 2004
Belch, George, Michael. Advertising and Promotion an Integrated Marketing Communications Perspective, 6th edition, McGrow Hil Companies Inc 1221 Avenue of America New York, 2004.
Bolen, William. Advertising, 2 edition, John Wiley & Sons, New York, 1981
Cobal, Billy. The Book of Drawing and Painting, Random House, New York, 1981
Duncan, Tom. Principles of Advertising and Painting, McGrow Hill, New York, 2004.
Hildick. A Close Look at Advertising, 1th edition, Faber & Faber Ltd, London, 1969
Kotler., Philip. Principles of Marketing, 10th edition, Pearson Education Inc, New Jersey.2004
Ogilvy, David. Confession of an Advertising Man, Attleneum Publisher,1963 Shimp, Terence. Advertising Promotion and Supplemental Aspect of integrated Marketing Communication, 4th edition, The Dryen Press, Orlando. Florida, 1999
(5)
UnSpun by Amazon: Best Advertising Books http://www.colorcom.com. 27october2007 Welcome to Color Matters
http://www.Colormatters.com/chatquest.htm. March2007
http://www.colormatters.com/market_whycolor.html. 5 May 2002
Color Meaning - Choosing Color for Meaning or Symbolism and Color ... desktop publishing
http://desktoppub.about.com/cs/colorselection/p/.htm september2007
CCICOLOR - Institute for Color Research. http://www.colorcom.com/consumercolor.html. May 2002
Journal of Experimental Psychology: Learning, Memory and Cognition Three Colors: Red - Wikipedia, the free encyclopedia
http://en.wikipedia.org/wiki/Color 27 October 2007. The Pschology or Colors in Advertising and Marketing by © Kurt Geer
http://www.toekangweb.or.id/07-tips-bentukwarna2.html29 march 2000 Advertising - Wikipedia, the free encyclopedia
http://en.wikipedia.org/wiki/Advertising 27 October 2007
.
Color it effective: How color influences the user - FrontPage
http://www.wisegeek.com/what-are-the-best-colors-for-advertising.htm http://www.colours-uae.com/index.php March 2003
(6)
desktop publishing