Abstract

This study aimed to determine types of advertising which is produced in LPP RRI Palu and its production process as well as determine supporting and inhibiting factors of radio advertising production process. The methodology used Action Research based on model characteristics, organizational structure and development goals, system design or scientific development and form of research involvement. The results showed that advertisement was produced in LPP RRI Palu was ad lib, ad spot, and sponsor program. Ad lib production process that was initial briefing, editing script, and broadcast. Ad spot was the initial briefing, creative strategy formulation, drafting, implementation, production of finished advertisement, and evaluation. While ad sponsors program was collaboration of ad spots and ad lib that aired alternately during one program of the event took place. Percentage for ad lib 50% and spot ads 50% per time of ad broadcast. Whereas the program sponsor's only has one or two even in one year there was no broadcast sponsor program. Overall ad impressions per day account for 15% of all broadcast programs.

Highlights

  • Perkembangan teknologi komunikasi saat ini, tidak bisa dipungkiri ikut mempengaruhi hasil kreatifitas seseorang untuk mengelolah dan menghasilkan suatu produk komunikasi yang lebih bernilai

  • This study aimed to determine types of advertising which is produced in Lembaga Penyiaran Publik (LPP) Radio Republik Indonesia (RRI) Palu and its production process as well as determine supporting and inhibiting factors of radio advertising production process

  • The results showed that advertisement was produced in LPP RRI Palu was ad lib, ad spot, and sponsor program

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Summary

Proses Produksi Iklan Radio di LPP Radio Republik Indonesia Palu

Abstrak Penelitian ini bertujuan untuk mengetahui jenis–jenis iklan yang diproduksi di LPP RRI Palu dan proses produksinya serta untuk mengetahui faktor –faktor pendukung dan penghambat dalam proses produksi iklan radio. Metodologi yang digunakan dalam penelitian ini adalah Action Research berdasarkan karakteristik model, struktur dan tujuan pengembangan organisasi, desain system atau pengembangan ilmiah dan bentuk keterlibatan peneliti. Hasil penelitian menyatakan bahwa iklan yang diproduksi di LPP RRI Palu yaitu iklan ad lib, iklan spot dan iklan sponsor program. Dengan proses produksi iklan ad lib yaitu briefing awal, pengeditan naskah, dan disiarkan. Iklan spot yaitu briefing awal, perumusan strategi kreatif, penyusunan konsep, pelaksanaan, produksi iklan jadi, dan evaluasi. Sedangkan iklan sponsor program yaitu kolaborasi iklan spot dan ad lib yang disiarkan bergantian selama satu program acara berlangsung. 66 | KANAL (JURNAL ILMU KOMUNIKASI), 6 (1), September 2017, 65-78 ISSN 2302-6790 (print), ISSN 2541-2841 (online)

Iklan Radio
Metode Penelitian
Hasil dan Pembahasan
Findings
Simpulan dan Saran
Full Text
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