An Innovative Advertising of Simanalagi Banana Fritter At Bandung Info Media Advertising Newspaper.

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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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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

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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

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