PERANCANGAN STRATEGI KREATIF “ABI DENIM” DALAM MENINGKATKAN BRAND AWARENESS

Abstract

The creation of this work is intended to achieve brand awareness in ABI DENIM in promoting the products. Conducting a research and observations into the initial idea of the creation of this work in determining the creative strategy, in addition to the brief given client must also be adjusted. Writing this paper describes the creative process of making profile video strategy in improving brand awareness on products ABI DENIM ranging from receiving the brief from the client, data collection, determine creative strategy, to determine the appropriate media in promoting the products. Marketing Mix is the theoretical basis on which to base the creation of this work. Determining STP (segmentation, targeting, positioning) and 7P (product, price, promotion, place, people, process, Physical evidence) is a process to be followed in determining the creative strategy. The creation of a video of a brand identity can for well recognized by audience, the selection of the talent can amplify the meaning contained in the video to be shown the brand image you want built. Planning the right media can also make the promotion to be effective without spending huge advertising costs.