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DAYA TARIK VISUAL SEBAGAI BRAND RECALL PADA IKLAN TELEVISI (STUDI KASUS : IKLAN MIZONE 2012 VERSI âTILTâ) Utama, Jiwa; Swasty, Wirania
Jurnal Bahasa Rupa Vol 2 No 1 (2018): Jurnal Bahasa Rupa Oktober 2018
Publisher : LPPM STMIK STIKOM Indonesia

The power of visual and audio messages on television commercial (TVC) is critical to create the advertised brand awareness. The use of popular songs as an advertisement attraction is often used in television commercials. This paper is a case study of Mizone TVC in 2012. The popular song should be able to help the visual appeal used in helping audiences remember brands and advertisements. This study aims to determine the role and impact of visual appeal on TVC that use popular song as the appeal of music to brand reminders. The method used in this study is based on marketing approach and advertisement evaluation research through advertising stimulus recall test method. The first stage is an audio stimulus test by playing a popular song from the case study. The second stage is a visual stimulus test by showing some advertising frames as a visual stimulus. The third stage is to show the ads as a whole to know the response about the attractiveness of the ad to brand recall. This method is tested on the respondent which is the target audiences of Mizone. The analysis of the visual stimulus visual recall shows the use of visual appeal not only from TVC talents but also through advertising messages packaged with unique, distinct visual approaches and identity that can help audiences to better remember the brand.

KAJIAN PENDEKATAN VISUAL IKLAN PADA INSTAGRAM Arumsari, Rizki Yantami; Utama, Jiwa
Jurnal Bahasa Rupa Vol 2 No 1 (2018): Jurnal Bahasa Rupa Oktober 2018
Publisher : LPPM STMIK STIKOM Indonesia

Social media technology as a medium of communication has progressed quite rapidly and has a significant role for human life until 2018. One of the role of social media that feels quite influential is to help businesses in advertising their products. Although Instagram provides Ads features for business people, but they do not always use the Ads feature to advertise their products. Most of them just use personal accounts and display photos of their products to advertise. The technique they use in advertising is pure photography, digital imaging, and photography combined with text. Despite having a technique quite different from conventional advertising in general, the businessman can still advertise his product even very helpful in the sale of its products. It will provide a different persuasive approach for those who see it. Through observation, literature studies and interviews, attempts are made to elaborate the persuasiveness resulting from the visual approach commonly found in Instagram. The results of this study indicate that visual advertising using photography approach but without mentioning tagline that reflects positioning as product differentiator. The approach is used based on the main needs of social media Instagram which prioritizes the photo as a medium of communication.

Warna sebagai Identitas Merek pada Website Wirania Swasty; Jiwa Utama
ANDHARUPA: Jurnal Desain Komunikasi Visual & Multimedia Vol 3, No 01 (2017): February 2017
Publisher : Dian Nuswantoro University

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.33633/andharupa.v3i01.1294

Abstrak Website merupakan salah satu alat komunikasi berupa pemasaran-online interaktif yang dirancang untuk melibatkan pelanggan agar dapat meningkatkan kesadaran dan citra merek, atau memicu penjualan produk dan jasa. Website relatif terjangkau terutama bagi Usaha Mikro Kecil dan Menengah (UMKM). Permasalahan yang dihadapi UMKM di antaranya lemahnya kegiatan branding dan promosi serta kurang ahli dalam penguasaan teknologi. Menjembatani hal ini, maka diperlukan studi mengenai identitas merek pada website. Studi ini bertujuan untuk memberikan pemahaman akan pemanfaatan warna dalam identitas merek yang diaplikasikan pada website perusahaan. Diharapkan studi ini dapat berguna bagi UMKM dalam membangun merek dan melakukan program pemasaran dengan memanfaatkan warna identitas.Studi diawali dengan pengumpulan data melalui tinjauan literatur terkait dengan warna dan desain antarmuka website. Observasi kemudian dilakukan pada tiga website (zananachips.com, sneaklinid.com, dan kandurastudio.com) sebagai studi kasus, yang merupakan situs resmi UMKM dari Bandung. UMKM yang digunakan sebagai studi kasus dipilih secara acak dari berbagai industri (makanan, layanan, dan kerajinan). Kuesioner yang dibagikan kepada responden secara acak kepada warga Kota Bandung dan sekitarnya. Dari studi ini terungkap bahwa Zanana dinilai telah berhasil memanfaatkan peranan warna dalam membangun merek. Studi ini juga menyarankan bahwa penerapan warna yang konsisten juga dapat menjadi faktor penentu suatu sistem identitas visual. Â Kata Kunci: identitas, merek, UMKM, warna, websiteÂ AbstractWebsite is one of communication tool in the form of interactive online marketing which is designed to engage the customer in order to increase awareness and brand image, or trigger sales of products and services. Website relatively affordable, especially for Small and Medium Enterprises (SMEs). The problem faced by SMEs are weak branding and promotional activities as well as the lack of experts in the mastery of technology. Bridging this gap, the study of brand identity on the website is required. This study aims to provide an understanding of the use of color in brand identity that was applied to the company's website. This study is expected to be useful for SMEs in brand building and conducting marketing programs by utilizing color identity. The study begins with data collection by literature review related to the color and design of the website user interface. Observation on three websites (zananachips.com, sneaklinid.com, dan kandurastudio.com) as a multiple case study is carried out, which is the official website of the SMEs Bandung. SMEs that are used as a case study were randomly selected from a variety of industries (food, service, and crafts). The questionnaire distributed to respondents randomly to the citizens of Bandung and its surroundings. It was revealed that Zanana considered to have successfully utilized the role of color in brand building. This study also suggests that the application of consistent color can also be a determining factor of a visual identity system. Â Keywords: identity, brand, SMEs, color, website

DAYA TARIK VISUAL SEBAGAI BRAND RECALL PADA IKLAN TELEVISI (STUDI KASUS : IKLAN MIZONE 2012 VERSI â€œTILTâ€) Jiwa Utama; Wirania Swasty
Jurnal Bahasa Rupa Vol. 2 No. 1 (2018): Jurnal Bahasa Rupa Oktober 2018
Publisher : LPPM Institut Bisnis dan Teknologi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31598/bahasarupa.v2i1.228

The power of visual and audio messages on television commercial (TVC) is critical to create the advertised brand awareness. The use of popular songs as an advertisement attraction is often used in television commercials. This paper is a case study of Mizone TVC in 2012. The popular song should be able to help the visual appeal used in helping audiences remember brands and advertisements. This study aims to determine the role and impact of visual appeal on TVC that use popular song as the appeal of music to brand reminders. The method used in this study is based on marketing approach and advertisement evaluation research through advertising stimulus recall test method. The first stage is an audio stimulus test by playing a popular song from the case study. The second stage is a visual stimulus test by showing some advertising frames as a visual stimulus. The third stage is to show the ads as a whole to know the response about the attractiveness of the ad to brand recall. This method is tested on the respondent which is the target audiences of Mizone. The analysis of the visual stimulus visual recall shows the use of visual appeal not only from TVC talents but also through advertising messages packaged with unique, distinct visual approaches and identity that can help audiences to better remember the brand.

KAJIAN PENDEKATAN VISUAL IKLAN PADA INSTAGRAM Rizki Yantami Arumsari; Jiwa Utama
Jurnal Bahasa Rupa Vol. 2 No. 1 (2018): Jurnal Bahasa Rupa Oktober 2018
Publisher : LPPM Institut Bisnis dan Teknologi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31598/bahasarupa.v2i1.230

Social media technology as a medium of communication has progressed quite rapidly and has a significant role for human life until 2018. One of the role of social media that feels quite influential is to help businesses in advertising their products. Although Instagram provides Ads features for business people, but they do not always use the Ads feature to advertise their products. Most of them just use personal accounts and display photos of their products to advertise. The technique they use in advertising is pure photography, digital imaging, and photography combined with text. Despite having a technique quite different from conventional advertising in general, the businessman can still advertise his product even very helpful in the sale of its products. It will provide a different persuasive approach for those who see it. Through observation, literature studies and interviews, attempts are made to elaborate the persuasiveness resulting from the visual approach commonly found in Instagram. The results of this study indicate that visual advertising using photography approach but without mentioning tagline that reflects positioning as product differentiator. The approach is used based on the main needs of social media Instagram which prioritizes the photo as a medium of communication.

ISU COVID-19 SEBAGAI IDE BESAR DALAM STRATEGI KREATIF IKLAN, SEBAGAI KEPENTINGAN PENJUALAN ATAUKAH PENCITRAAN? Jiwa Utama; Rahmiati Aulia
Jurnal Bahasa Rupa Vol. 5 No. 1 (2021): Jurnal Bahasa Rupa Oktober 2021
Publisher : LPPM Institut Bisnis dan Teknologi Indonesia

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.31598/bahasarupa.v5i1.862

Using something currently popular among the intended target audience is a natural thing to be appointed as a big idea in an advertisement. However, what if the COVID-19 (coronavirus) pandemic that is hitting many countries worldwide, including Indonesia, causes many sufferers and casualties? The issue wants to show the care of the brand towards the audience as consumers, or is it just for the sake of selling? This study uses purposive sampling from identifying problems, namely analyzing several product advertisements that used the covid-19 pandemic issue with a qualitative method. Where advertisements will be studied using content analysis to find out how to approach communication and visuals, then will be discussed with a creative strategy theory approach in advertising. This study aims to find out the pattern of creative strategies used and to answer what interests are contained in the pattern of creative strategies based on the formulation of the problems that have been mentioned. The study results do not show any sales interest solely in categories that display the coronavirus based on an assessment of advertising messages. However, one of the findings of communication that says can use other brand products where the advertisement of a product usually only prioritizes the interests of the product so that the audience believes in the product and will only use the product, which of course will not recommend competing products.

Pica Magz/Pica Fest: Creative Economy In Bali Subculture Bastari, Rendy Pandita; Resmadi, Idhar; Utama, Jiwa
Komunitas Vol 14, No 1 (2022): March 2022
Publisher : Universitas Negeri Semarang

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.15294/komunitas.v14i1.36334

.Bali's creative economy in 2020 shows that 26.26% was dominated by music, 12.64% from performing arts, 8.29% from culinary, and 52.81% from other sub-sectors. By looking at the data, there are one sub-sector that is not quite as significant as the others and that is fashion. One subculture actor who is quite active in the local fashion industry is Pica, subdivided by Picamagz and Pica Fest. They are quite constant in holding subcultural events such as music shows and fashion festival. This proves that local fashion industry can give contribution and can also be supported by other industry. The purpose of this study is to analyze the social creative field of Picamagz and Pica Fest. The method used for this study is qualitative descriptive with the validation from interviews and observation. The result of this study shows that that the field of expression, production, dissemination and appreciation filled with active actors who holds their respective role.

STRATEGI PROMOSI DESTINASI WISATA ALAM KAPALO BANDA TARAM DI DESA TARAM PROVINSI SUMATERA BARAT Arsya Rahmanda Putri; Jiwa Utama; I Gusti Agung Rangga Lawe
eProceedings of Art & Design Vol 10, No 5 (2023): Oktober 2023
Publisher : Telkom University

Show Abstract | Download Original | Original Source | Check in Google Scholar

Tingginya minat dari masyarakat Indonesia untuk kembali melakukan kegiatan travelling padawaktu libur membuat banyak desnasi wisata baik yang alami atau buatan meningkatkan kualitas dari fasilitas, pelayanan, promosi dan sebagainya agar semakin dilirik oleh calon wisatawan. Sumatera Barat adalah salah satu provinsi yang memiliki potensi besar pada desnasi wisata alam baik yang ada pada kawasan perairan ataupun daratan. Salah satu desnasi wisatanya yaitu Wisata Alam Kapalo Banda. Target jumlah pengunjung dan wisatawan yang datang belum mencapai target dan harapan dari pengelola menjadikan faktor yang melatarbelakangi penelian ini, selain itu keterbatasan media yang digunakan dalam mempromosikan desnasi wisata ini membuat Wisata Alam Kapalo Banda Taram masih kurang dikenal oleh target audiens yang dituju. Sehingga dibutuhkan strategi promosi dan pemilihan media yang tepat agar terjadi peningkatan jumlah pengunjung atau wisatawan yang datang. Penelian ini menggunakan metode observasi, wawancara, kuisioner, dan kajian pustaka. Selanjutnya dilakukan analisis menggunakan metode SWOT, Matriks, AOI dan juga AISAS. Setelah dilakukannya pengumpulan data dan analisis maka diperoleh jawaban untuk menjawab bagaimana strategi danpromosi yang tepat dalam mempromosikan desnasi wisata dari Kapalo Banda TaramKata Kunci: Wisata Alam, Promosi, Stategi Kreaf.

PERANCANGAN KAMPANYE TRANSPORTASI PUBLIK GUNA MENINGKATKAN MINAT MASYARAKAT KOTA BANDUNG UNTUK MENGGUNAKAN TRANS METRO PASUNDAN Iqbal Tawakkal; Jiwa Utama; I Gusti Agung Rangga Lawe
eProceedings of Art & Design Vol 10, No 5 (2023): Oktober 2023
Publisher : Telkom University

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Rasio pengguna transportasi pribadi dan pengguna kendaraan umum sangat jomplang, yaitu pengguna kendaraan pribadi sebanyak 81,77% sedangkan pengguna kendaraan umum hanya sebanyak 18,23%. Data observasi memperlihatkan bahwa banyak masyarakat Kota Bandung belum menggunakan Trans Metro Pasundan sebagai salah satu transportasi umum dikarenakan kebiasaan yang belum terbangun dan kurangnya informasi di lapangan serta belum ada sosialisasi yang tepat. Jika dibiarkan maka Kota Bandung akan mengalami kolaps dalam beberapa tahun ke depan. Metode yang digunakan dalam penelitian ini adalah metode kualitatif serta model analisis yang digunakan adalah AISAS. Sementara untuk teorinya menggunakan teori komunikasi, kampanye, desain komunikasi visual, fotografi, videografi, warna, layout, tipografi, dan media. Hasil akhir dari penelitian ini adalah perancangan kampanye transportasi publik.Kata kunci: kampanye, kebiasaan, trans metro pasundan

PERANCANGAN STRATEGI PROMOSI DESTINASI WISATA ALAM SITU CILEUNCA PANGALENGAN KABUPATEN BANDUNG Nuke Rahmadina Yusup; Jiwa Utama; I Gusti Agung Rangga Lawe
eProceedings of Art & Design Vol 10, No 5 (2023): Oktober 2023
Publisher : Telkom University

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Situ Cileunca merupakan destinasi wisata alam yang dikelola oleh Disbudpar Kabupaten Bandung. Hal yang menarik dari Situ Cileunca adalah pemandangan perbukitan yang hijau dan hutan yang lebat serta hamparan danau yang luas. Kegiatan yang dilakukan seperti menaiki perahu kayu atau melakukan berbagai outbond training. Di akhir tahun 2022 pihak Disbudpar mulai fokus melakukan penataan fasilitas, salah satunya amphiteater yang dapat digunakan masyarakat untuk berkreasi. Berdasarkan kuesioner, dari 104 responden terdapat 57,7% yang mengetahui tentang Situ Cileunca, bahkan terdapat 76,9% dari jumlah responden yang belum pernah berkunjung ke Situ Cileunca. Dari berbagai potensi yang dimiliki, ternyata belum adanya iklan yang mempromosikan Situ Cileunca secara lengkap dan spesifik. Oleh karena itu, dengan adanya laporan ini diharapkan dapat terancangnya strategi promosi dan media visual yang tepat untuk Situ Cileunca, sehingga khalayak dapat mengetahui segala informasi mengenai Situ Cileunca. Metode yang digunakan dalam perancangan berupa observasi, kuesioner, wawancara, dan studi pustaka. Media utama pada perancangan ini dengan melakukan brand experience berupa event yang dapat dilaksanakan setiap seminggu sekali, sedangkan media pendukungnya berupa media sosial, media luar ruang, media cetak, dan merchandise. Dengan adanya perancangan strategi promosi ini, diharapkan dapat diimplementasikan oleh pihak Disbudpar dalammempromosikan Situ Cileunca.Kata Kunci: Promosi, Brand Experience, Event.

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