KULIAH II

CREATIVE RESEARCH

MMKOM - UI
 MEDIA CLIENT SERVICE CREATIVE

CLIENT
PRODUSEN RISET MEDIA
ADVERTISER

KHALAYAK
CREATIVE RESEARCH

Consumers
(Audience)
RESEARCH

Creative
People

Creative Concept
Development
Mengapa perlu melakukan riset program
komunikasi?

• Mengurangi risiko kerugian finansial  Efisiensi

program komunikasi.

3. Mengembangkan dan evaluasi berbagai alternatif

strategi dan konsep komunikasi.

3. Meningkatkan efektifitas komunikasi 

Communication Effectiveness
 3 KEY POINTS OF EVALUATION

1. It is important to measure the

effectiveness against the objective (if
it fails to meet objectives, it is a
failure).

2. It is important to take soundings

before as well as after, to establish
changes.
Proses Evaluasi dan
Pemantauan
1. Analisa Situasi Khalayak

3. Pengembangan Konsep Program

Komunikasi

5. Mengukur Dampak/Effektivitas
Program
 Selama program berjalan  Pemantauan
 Pada akhir program Evaluasi akhir
A. ANALISA SITUASI KHALAYAK

• Bagaimana situasi seputar isu yang akan

diiklankan ?

• Siapa sasaran program iklan itu ? – Demografis

• Bagaimana sasaran program iklan itu ?

Psikografis; Persepsi; Perilaku

• Bagaimana pola berpikir mereka terhadap isu

yang akan diiklankan?
Situasi Geografi

• Wilayah : Propinsi-propinsi, kotamadya, kecamatan

• Jenis dan Kepadatan : Urban, Sub-Urban, Rural
• Iklim : Panas, dingin, sejuk, gunung, pantai.

Situasi Demografi

• Usia
• Jenis kelamin
• Pendapatan/pengeluaran
• Pendidikan
• Pekerjaan
• Suku
• Agama
• Tahap daur hidup keluarga
Contoh

Analisa Situasi

Dalam pembuatan
Pustaka Anak Bangsa
PENELITIAN

AKU ANAK
INDONESIA

DESA SINGKAWANG
PROPINSI KALIMANTAN
BARAT
Deskripsi Perjalanan
Kota Singkawang :
• 175 km di Utara Pontianak
• 3-4 jam melalui jaln darat melalui
desa-desa dipesisir pantai
• hampir setiap desa beda tempat
ibadah
✦ masjid

✦ vihara (Tae Pek Kong)

Deskripsi Geografis
Batas Wilayah Kota Singkawang
• Sebelah Utara berbatasan dengan
kota Sambas
• Sebelah Selatan berbatasan dengan
kota Mempawah
• Sebelah Barat berbatasan dengan
Selat Karimata
• Sebelah Timur berbatasan dengan
Kabupaten Sangau

Letak Kota Singkawang

• Dekat Laut
• Ditumbuhi banyak pohon
kelapa
Profile Ekonomi
Mata Pencaharian

• Pedagang ➙ Cina
• Warung makan, transportasi ➙ Melayu
• Pegawai pemerintah, buruh kasar ➙ jawa
di pasar
penarik becak
• Gabungan ➙ Dayak
Profile Etnis
• 4 Kelompok besar
1. Cina terdiri dari marga-marga
2. Dayak
3. Melayu
4. Jawa

• Tempat tinggal berbaur kecuali orang Jawa

Jawa : Kampung Jawa, sebelah Utara

• Melayu : ada 2 jenis

❍ Melayu pribumi : Dayak/Cina yg memeluk agama Islam
❍ Melayu Sumatera : Berasal dari Minang
 2
DUNIA ANAK
Kehidupan Keluarga
• Pagi : Sekolah
• Siang : Anak perempuan membantu orang tua di rumah
Anak laki-laki bermain ding-dong/video game
• Sore : - Kumpul bersama bermain dg teman-teman
- Di rumah : radio
TV
PR

Sekolah : Kristen ➙ Sekolah Swasta

Cina ➙ Sekolah Negeri
Sore : Les Bahasa Indonesia
Permainan Anak
Beberapa nama permainan
• Ting Ting Jan Jan (Ola Oop) • Nen Kien - memutar di pinggang
• Tin Kirang - memutar di leher
• Fa Nin Can (Tokadal) / Cagar Kayu
• Sam Khong (Petak Umpat)
• Killin (Petak lari jongkok)

Contoh
Anak-anak - Kerukunan Bermain Barongsay
Sebelum bermain, menentukan Awalnya : Hari Besar Kong Hu Tsu di Tae Pe Kong
1. Memakai aturan Melayu atau Cina tapi sekarang : pernikahan
Aturan Melayu : ketat ulang tahun
Aturan Cina : toleransi sejumlah kecurangan selamatan
2. Memakai bahasa penghantar Melayu atau Cina Pelombaan : Kejuaraan Barongsay anak
masing-masing memakai bahasa sendiri se-Kalimantan Barat
saling mengerti
Alam Fikiran Anak
Dongeng :
➙ Fabel binatang
• asal mula ikan tongkol
• libun kui (kancil suka mencuri)
Mantera Landak

Takhayul :
• Orang meninggal bisa hidup kembali

Cita-cita :
• Berkembang dengan apa yang dialami sehari-hari
- penjual baju
- penjual kursi
Contoh
 Analisa Situasi

Untuk program komunikasi citra

USAID
 Total Awareness of USAID by City

74.0% Total Awareness USAID (N = 226)

38.7%
32.3%

19.0%
10.0%
7.0%

Banda Aceh DKI Jakarta Semarang Yogyakarta Makassar Total

N=74 N=116 N=10 N=7 N=19 N=226
 Where did you learn about USAID?
Base N = 226
Television 72.1%
Newspappers 43.4%
Banner 18.1%
Radio 16.4%
Flyers/Leaflet 9.7%
Friends 8.4%
Words of Mouth 5.3%
Tabloid 4.9%
Magazine 4.4%
Operational Vehicles of USAID 4.0%
Internet 3.5%
Workplace 2.7%
Educational institution 1.8%
USAID Office 0.9%
Library 0.4%
Books 0.4%
US Embassy 0.4%
Other 2.8%

FINDING:
• 72% people know or recognize USAID from television, 43.4% from newspaper, 18.1%
from banner and 16.4% from radio.
B. RISET PENGEMBANGAN KONSEP

1. Before the concept/program is created :

Concept development stage

3. When the concept/program is created :

Concept test

5. Before launching : Pre-test stage

7. After launching : Post-test stage for further

development

5. The end of program : Program impact and

evaluation stage
Unsur-unsur konsep komunikasi yang di riset

• Uji konsep

• Uji copy

• Uji media

• Uji kreatif komunikasi

 Uji tema  Uji jingle
 Uji ide dasar  Uji model/sosok, narator
 Uji story-line  Uji layout
 Uji pesan, body-copy, copy  Uji daya tarik visual
 Uji headline  Uji daya tarik audio
 Uji slogan

• Uji Efektifitas komunikasi – pra dan paska

Isi/Content dari Komunikasi yang diriset

1. The theme/the topic

3. The storyline

5. The characters : models, narrators

7. The MESSAGE

9. The presentation : format, visual appeal, audio appeal,

the approach

11. The source, the endorser, the facilitator approach (for

face-to-face communication)
 Contoh

Riset Pengembangan Konsep

 QUALITATIVE FINDINGS
USAID logo generally is sensed as friendship, and cooperation offered by US, especially for
humanitarian relief.
The impression is from a picture of ’handshake’.

Handshake is brotherhood (FGD NAD Group 2, Male 36-55

y.o, SES: CD)
Jabat tangan itu persaudaraan yang tidak membedakan
antara ras dan suku (FGD NAD Grup 2, Male 36-55 y.o,
SES: CD)

”Handshake means helping each other peacefully” (Jakarta Group 3

”Kalau jabat tangan sih istilahnya kita saling membantu dalam suasana perdamaian gituh” (Jakarta Grup 3

“From its’ picture/logo means friendship, peace. We cannot have prejudice, good people usually shake hands.(FGD
Jakarta Group 4, Female 36-55 y.o, SES: CD)
“Dari gambarnya/logonya artinya persahabatan, perdamaian. Kan kita gak boleh berburuk sangka, kalau orang
yang baik-baik biasa berjabat tangan” (FGD Jakarta Grup 4, Female 36-55 y.o, SES: CD)

Friendship from America. Handshake means assistance” (FGD Jogja Group 2, Female 18-35 y.o, SES: AB)
Persahabatan dari Amerika. Jabat tangan artinya pertolongan” (FGD Jogja Grup 2, Female 18-35 y.o, SES: AB)
 PSA Storyboard , Education Version
The parts of storyboard that are not accepted by respondents
In overall, all respondents feel that the PSA storyboard for education version is very
interesting. Only Picture 3 that illustrating “Parents assisting students to study in a
class” was considered as the parts being unacceptable by respondents in 4 cities.
The reasons are, this illustration will insult teachers’ role and also this PSA will make
students dependent because being helped by parents in the class.
 PSA Storyboard , Education Version
The part of storyboard which is controversial
Picture 6 of this PSA storyboard stimulates debates during the FGDs, especially in NAD and
Jakarta. Picture 6 showed “cooperation between schools and religions” theme.
All respondents in NAD and Jakarta do not question illustration regarding “cooperation between
schools”, but about “cooperation between religions” most respondents in NAD state that this
illustration should be “being alert” or even remove that part. A respondent in NAD give a reason that
the figures of Islam and Christian in this picture are carrying particular mission for education in
Aceh. This opinion is also mentioned during FGD in Jakarta.
Although, some respondents also criticize Picture 6, however, their reasons were focused on the
two people representing the religious community in Indonesia. They think it is tolerable that
cooperation between religions conducted at schools, but it would be better to show 5 figures
representing all religious communities in Indonesia.
C. PENGUKURAN DAMPAK KOMUNIKASI
• Perhatian – Pengenalan
Apakah iklan diperhatikan atau dikenal?

• Pemahaman
Apakah iklan dimengerti maksudnya?

• Sikap Positip atau Negatip – Minat

Apakah ada sikap positip dan minat terhadap hal yang
diiklankan?

• Keyakinan – Percaya
Apakah ada keyakinan dan kepercayaan pada pesan iklan?

 Perilaku - Tindakan
Apakah iklan berhasil merupah sikap dan perilaku? Apakah ada
tindakan ke arah yang diinginkan?