THE PROCEDURE OF MAKING SPOT ADVERTISEMENT AT PAS FM BUSINESS RADIO SEMARANG - UDiNus Repository

THE PROCEDURE OF MAKING SPOT ADVERTISEMENT
AT PAS FM BUSINESSRADIO SEMARANG

PAPER

Presentedin partial fulfillment of the requirements
for the complefionof Diploma III Program
'
of the English Department
specializedin office management

. UDINUS
**"A

n F$e

By:

MAYAI\G PARAMITHA DEWI

czr.2003.00470

FACULTY OF LANGUAGES AND LETTERS
DIAN NUSWANTORO UNIVERSITY
SEMARANG
2006

PAGE OF APPROVAL
This paper has been approved by Board of Examiners, Diploma III Study
Programme of English Depaftment, Faculty of Languages and Letters, Dian
Nuswantoro Universitv on Ausust 9. 2006.

Board of Examiners

Fat

Adviser

ArdinirSuryo A,
Approved by'

Letters

ACKNOWLEDGEMENT

At this happiestmoment,I wish a prayerto JesusChrist who has blessedme
duringthe writing of this paper.I alsowould like, furlhermore,to expressmy sincere
ihanksto:
1. Mr. Mahmud, SE, MM., the Dean of Faculty of Languagesand Letters of Dian
Nuswantoro University, who gave me permission to conduct this study.
l.

Mrs. Ardini Suryo Andriani, S.S., the Paper Coordinator of Diploma III study
program of English Languages and Letters of Dian Nuswantoro University,and
also my aviser in completing this study, who gave me permission to conduct this
studv.
Mrs. Claudia Valencia, the station manager of PAS FM Business Radio Semarang
and its staff who gave me oppoftunity, permission and material to conduct this
study.

-t. All lecturers at English Deparlment of Faculty of Languages and Letters of Dian

Nuswantoro University, who have taught, motivated, and given guidance during
the writing of this paper.
My family, who always pray, help and support me in rny entire step.
6

Adhika Maheswara, My beloved person who always becomes my spirit and also
my bestfriend in the bad and good time.
My best friends, Fajar, Nino, Andika and Silvi, who always enteftain and
understandme.

lll

Finally, I do reahze that due to my limited ability this paper must have
For this I welcomeany suggestionandcriticism.
shortcomings.

l0 July 2006
Semarang,

Mayang Paramitha Dewi

IV

ABSTRACT

This paper entitled " The Procedureof making Spot Advertisement at PAS FM
Business Radio Semarang ", is the result of filed study conducted from 3 - 28
February 2006 on PAS FM Business Radio Semarang. This study is aimed at
describing the procedure that PAS FM Business Radio Semarangtakes in making its
advertisement.
The data of this study were collected by using interview, observation, and
library research. The interview method was conducted to get information about the
making advertisement in the company. The observation method was aimed at
understandingthe activities of making the advertising. The library researchwas used
to find information that connected with the study.
From the data analysis, it can be concluded that the procedure of making spot
advertisementat PAS FM BusinessRadio Semarangincludes:
l. Preparing the advertisementmaterial.
l. Manufacturing advertisement material into a script.
-1. Proposing advertisement'sscript to the customer.

-1. Choosing the talents (the person who does voice over).
5. Voicing over.
6. Mixing the voice over result
Finishing the advertisement's result.
S. Relaying the advertisement.
Meanwhile, the equipments and media used for making spot advertisement at
PAS FM Business Radio Semarang are script, hardwares, softwares, talent and
recording media.

TABLE OF CONTENTS

I

PAGE OF TITLE ...

.... 11

PAGE OF APPROVAL

iii

ACKNOWLEDGEMENT.

. . . .. . . v

ABSTRACT..
TABLE OF CONTENTS

VI

LIST OF FIGURE

viii

LIST OF APPENDICES....

rx

CHAPTER

I

INTRODUCTION

1

1.1Reasonfor ChoosingThe Title.

I

1.2 Statementof The Problem

2

1.3 Objectiveof The Study

2

1.4 Significanceof The Study.

2

1.5ImplementationofTheStudy-..:..,.....o.....!.:..'.

CHAPTER

1.6Methodsof DataCollection....

4

1.7 Paperof Organuation

5

II LITERATURE REVIEW

7
. . .. . .. 7

2 . 1M a s sM e d i a

7

2.2 Radio....
2.2.1Typesof Radio

8

2.2.2 The Advantagesand Disadvantagesof Radio

9

VI

t0

2.3 Advertising.

11

2.3.1Kindsof RadioAdvertisittg..
2.3.2TheAdvantagesandDisadvantages
of Radio

CIIAPTER

Advertising..

t4

2.4 SpotAdvertising..

15

2.5 The Making of Advertisement.

16

M TI{E PROCEDUREOF MAKING SPOTADVERTISEMENT
AT PASFM BUSINESSRADIO SEMARANG....

18

3.1 TheHistoryof PASFM Business
RadioSemarang...
..... 1 8
3.2 Structureof Organization.

vll

19

LIST OF FIGURE

Fi-zure
3.1.Organizatronal
Structureof PAS FM BusinessRadioSemarans.......

LIST OF APPENDICES

-\ppendix I . Letter of Field Study

2g

-\ppendix2, The Script of Talk Show.

29

-\ppendix3. The Scriptof Adlibs.....

30

-\ppendix4. The Scriptof Spot.

3l

IX

CHAPTER I
TNTRODUCTION

l-l Reasonfor Choosingthe Title
In a modern community, people need some information which can be
accessedfrom several media, for example radio. Radio is an audio media
s'hich givesbig influencern daily life. Every radio has its own targetaudience
u'hich is aimed to certain community by having suitable broadcast format
through its program,its music or its advertisement.
As one of powerful media, radio has some important roles in marketing
through advertisement.Advertisementon radio gives sustainableawarenessto
fte listener,becauseof its power, which is able to establishpeople'sinterests
throughthe effective massages.
There are many kinds of advertisement,and one of them is spot
edr-ertisement.Spot advertisementis a recordecl udrrertir"meht, which has
durationabout 15 until 60 seconds.In PAS FM BusinessRadio Semarang,spot
:dr.ertisementis the most chosenadvertisement
bv the clients.
The knowledse of radio advertisementhas been studied.but as the
I

.lstenerthere are only few people know about the procedureof making spot
'dr-ertisement.That's why the writer choosesthe title of paper'The Procedure
-.f \laking SpotAdvertisementat PAS FM BusinessRadio Semarang'