Bab 8.

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BAB VIII PENGEMBANGAN MEDIA AUDIO VISUAL SEBAGAI SALAH SATU BENTUK KOMUNIKASI PEMASARAN

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kesadaran setiap iklan harus kuat mempengaruhi khalayaknya terutama segi konatifnya sehingga khalayaknya langsung mencoba (trial) produk yang diiklankan. Harapan ketiga adalah proses peneguhan (reinforcement) iklan yang ditampilkan harus mempunyai kekuatan peneguh sikap tertentu. Pengkajian teori A-T-R dapat diawali dengan bagaimana kiat perusahaan mengundang simpati pemirsa melalui sajian pesan yang atraktif dan persuasif di televisi.

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B. Proses Produksi Sebuah Iklan

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Medium Long Shot (MLS)

MLS. Disebut juga knee Shot. Blia Objeknya orang maka yang tampak hanya dari kepala sampai lutut. Bagian belakang terlihat rinci.

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