Introduction to

Presentation 01 40 %
Presentation 02 50 %
Homework 10 %
Presentation 01 will replaced mid exam,
presentation 02 will replaced final exam
Session #01 : Introduction to brand

Session #02 : TV ads awareness

Session #03 : Creating the brand’s logo

Session #04 : OFF day – preparation

Session #05 : Presentation : group 1 & 2

Session #06 : Presentation : group 3 & 4

Session #07 : Presentation : group 5 & 6

Session #08 : Presentation : group 7 & 8

Session #09 : Brand’s strategy

Session #10 : Soft selling in tv ads

Session #11 : Maximize tv ads to viewers

Session #12 : OFF DAY - preparation

Session #13 : Presentation : group 8 & 7

Session #14 : Presentation : group 6 & 5

Session #15 : Presentation : group 4 & 3

Session #16 : Presentation : group 2 & 1

 A brand is a name, term, design,
symbol, or other feature that distinguishes
an organization or product from its rivals in
the eyes of the customer

https://en.wikipedia.org/wiki/Brand
People’s perception
about a product / service !

If you make a good product

but show it with unclear
message,
It will make a bad perception /
confusion on consumers
 President university

Home of Living plaza

Jababeka golf
Awareness in PR must have
the ‘curiosity effect’ …

Cause if it’s not, then it just

ordinary news like the
others
https://online.maryville.edu/blog/what-is-copywriting-in-marketing/
 A copywriter has the task of
writing great headline for a
PR, or sparking company
slogans that are attractive and
easy for the public to
remember.

S/he processes words and

sentences to form title /
slogans that will drive the ads.
https://money.kompas.com/read/2021/11/27/071500626/-apa-itu-copywriter-serta-tugas-dan-tanggung-jawabnya-?page=all
 If your product / service
have unique selling point,
maximize on it.

If nothing special with

your product / service, then
put the ‘curiosity’ on title
as awareness
Every promotion (leaflet,
billboard, TV ads, etc.) will
help increase the brand
awareness of the product.

Can awareness be made

constant for the long
term, with less promotion ?
 How much promotion
costs must be added, if
the corporation has to pay
for creating the
merchandise ?
1. The merchandise cost covered, if the
consumers buying on specific price
1. The merchandise cost covered, if the
consumers buying on specific price
2. Set the merchandise as unique things /
trends, the consumers will buy it at full
price
2. Set the merchandise as unique things /
trends, the consumers will buy it at full
price
3. The consumers ‘must buy’ the
merchandise as parts of the product (either
they like it or not)
 Logo

Tagline Culture

Brand Brand
awareness ambassador
 ??

Positioning statement
(tagline)

Positioning
 A jingle is a short song or tune
used in advertising and for other
commercial uses.

Ad buyers use jingles in radio and

television commercials; they can also
be used in non-advertising contexts to
establish or maintain a brand image.

https://en.wikipedia.org/wiki/Jingle
 “Whether your listeners love it or hate it, a good jingle will relate your
brand name with a concept, idea, or promotion. Listeners who catch your
radio commercial may not notice a jaunty techno beat in the background, but
they will notice your snappy jingle.
The next time a listener sees a sign or ad for your business, they will
immediately associate your jingle with your advertising, creating a
relationship that increases the likelihood they’ll choose you next time they
need you”.

https://blog.leightonbroadcasting.com/blog/the-importance-of-jingles-for-advertising-your-business
 For top brand index brands in Indonesia

https://www.youtube.com/watch?v=J_j5UlJmxtU

https://www.youtube.com/watch?v=7wFaFeLeAdY

https://www.youtube.com/watch?v=Eow51yFyjyE

https://www.youtube.com/watch?v=zDzS8jW5wSQ
https://www.youtube.com/watch?v=STCo_
MNiD88
Okky jelly drink - new jingle

Okky .. Okky jelly drink

minuman jelly ... asyikkin harimu

Okky .. Okky jelly drink

semua suka ...

Ada jambu .. mangga jeruk apel

blackcurrant dan juga strawberry

penunda lapar ...

Okky jelly drink