Mmkomui-kuliah Ii Creative Research

KULIAH II

CREATIVE RESEARCH

MMKOM - UI

MEDIA

CLIENT PRODUSEN ADVERTISER

CLIENT SERVICE

RISET

KHALAYAK

CREATIVE

MEDIA

CREATIVE RESEARCH Consumers (Audience) RESEARCH Creative People Creative Concept Development

Mengapa perlu melakukan riset untuk program komunikasi? • Mengurangi risiko kerugian finansial  Efisiensi program komunikasi. 3. Mengembangkan dan evaluasi berbagai alternatif strategi dan konsep komunikasi. untuk Meningkatkan efektifitas komunikasi  Communication Effectiveness

CREATIVE RESEARCH PROCESS

A. Situation Analysis of Audience B. Creative Concept Development C. Measuring Creative Content Effectiveness

A. ANALISA SITUASI KHALAYAK • Bagaimana situasi dikomunikasikan ? • Siapa sasaran Demografis

seputar

program

isu

yang

komunikasi

itu

akan

?

–

• Bagaimana sasaran program komunikasi itu ? Psikografis; Persepsi; Perilaku • Bagaimana pola berpikir mereka terhadap isu yang akan dikomunikasikan?

B. PENGEMBANGAN STRATEGI/KONSEP KOMUNIKASI Unsur-unsur konsep komunikasi yang di riset • Uji konsep • Uji copy • Uji media • Uji kreatif komunikasi      

Uji Uji Uji Uji Uji Uji

tema ide dasar story-line pesan, body-copy, copy headline slogan

    

Uji Uji Uji Uji Uji

jingle model , narator layout daya tarik visual daya tarik audio

• Uji Efektifitas Komunikasi – pra dan paska

C. PENGUKURAN DAMPAK KOMUNIKASI • Perhatian – Pengenalan Apakah pesan komunikasi diperhatikan atau dikenal? • Pemahaman Apakah program komunikasi dimengerti maksudnya? • Sikap Positip atau Negatip – Minat Apakah ada sikap positip dan minat dikomunikasikan?

terhadap

hal

yang

• Keyakinan – Percaya Apakah ada keyakinan dan kepercayaan pada pesan komunikasi?  Perilaku - Tindakan Apakah isi komunikasi berhasil merupah sikap dan perilaku? Apakah ada tindakan ke arah yang diinginkan?

Attitude Toward Ad Exposure an Ad Judgment about the Ad (Cognition)

Feeling from the Ad (Affect)

Beliefs about the Brand

Attitude toward the Ad Attitude toward the Brand

Product Life Cycle research ch r a se

re

research

research

research

THE STAGES FOR RESEARCH 1. Before the concept/program is created : concept development stage. 2. When the concept/program is created : Concept test. 3. Before launching : pre-test stage 4. After launching : post-test stage for further development. 5. The end of program : program impact and evaluation stage.

ONCE MORE : WHAT TO MEASURE? 1. Attention – Awareness. 2. Comprehension. 3. Attitude : positive – negative. 4. Conviction – believability. 5. Behavior – Action – impact on behavior.

Form and Execution Characteristics which greatly influence test scores Awareness 2. Unique visuals 3. Mood 4. Music

Communication 1. Slice-of-life 2. Comparative demonstration 3. Monadic demonstration 4. Factual/logical 5. Problem-solving

Persuasion 1. Comparative demonstration 2. Monadic demonstration 3. Factual/logical 4. Problem-

solving 5. Presenter Source: McCollum Spielman Worldwide Ad*Vantage/Act Executional analysis II, April 1990

CREATIVE CONTENTS     

The idea, the theme, the topic. The story line The character : models, narrators The message The presentation : • Format • Visual appeal • Audio appeal • The approach

EXAMPLE : MEDIA PROGRAM/CONTENT DEVELOPMENT/ RESEARCH 1. Awareness/knowledge : what media ? Source of awareness. 2. Motivation : why read/listen/watch the media ? 3. Opinions/attitudes : a. Editorial/redaksional • Themes and topics • Columns/rubrik/program • Communication style − Style of language − Formal/casual • Style of analysis/coverage − Credibility − Comprehensibility − Sharpness − Accuracy • Length • Advertising

b. Artistic aspects • Cover presentation • Lay out – copy – pictures – ads. • Typography • Quality of photos and illustration • Slogan • Advertising appearance & lay out. 4. Audience habits • Media usage experience • Times of reading – occasions to read/watch/listen • Length of time to read • Frequency • How read/watch/listen • Audience lifestyle 5. Perceptual map for positioning

PROBLEM PROPOSAL RISET BRIEF RISET

LEMBAGA RISET

• • • •

Tujuan Metodologi Jadwal Biaya

METODOLOGI RISET

RISET KUALITATIF • Focus Group Discussions (FGD) • Indepth Interviews RISET KUANTITATIF • • • • • •

Wawancara dari Rumah ke Rumah Respondent Intercept Central Location Test Wawancara Tilpon Mail Survey Diary Panel

Assignment  Each

group to find an ad to analyse through creative research.

 Individual

Interviews to a minimum sample of 30 respondents who fits the target segment of your product. Each member should get 5-6 respondents.

 Use

the questionnaire to ask about any aspect of the creative research process

 Process  Write

and analyse the data.

the report and present the data.