POTRET PERIKLANAN DI MEDIA MASSA INDONESIA
DOI:
https://doi.org/10.22441/jies.v13i2.2432Keywords:
Periklanan, Internet, Media massaAbstract
Periklanan adalah komunikasi komersil dan nonpersonal tentang sebuah organisasi dan produk-produknya yang ditransmisikan ke suatu khalayak target melalui media bersifat massal seperti televisi, radio, koran, majalah, direct mail (pengeposan langsung), reklame luar ruang, atau kendaraan umum. Periklanan modern merupakan anak kandung yang lahir dari invensi teknologi media massa, khususnya pada bentuk awal media massa yakni surat kabar. Media massa merupakan anak kandung dari berbagai invensi teknologi komunikasi dan informasi sejak ditemukannya mesin cetak pertama kali oleh Gutenberg tahun 1453, yang kemudian melahirkan media tercetak yang terbit secara periodik dan regular yang disebut dengan surat kabar dan kemudian majalah pada sekitar tahun 1775. Invensi teknologi komunikasi ini secara berturut-turut dalam kurun waktu yang berbeda melahirkan perangkat komunikasi massa lainnya yakni radio, film dan televisi. Untuk keempat media inilah yakni surat kabar/majalah, radio, film, dan televisi di kemudian hari dikenal dengan sebutan nama media massa. Dalam perkembangannya kegiatan periklanan juga menggunakan bentuk-bentuk media massa lainnya yaitu radio, film, dan televisi. Media-media inilah yang kemudian hari dikenal sebagai media utama yang digunakan dalam kegiatan periklanan atau lebih dikenal dengan sebutan media lini atas (above the line media). Selain itu ada juga media periklanan lainnya yang tidak termasuk dalam kategori media massa, yang sering disebut dengan media lini bawah (belowe the line media) (Jefkins, 2000). Media lini bawah merupakan media pendukung kegiatan periklanan di media utama dalam bentuk brosur, spanduk, flyer, neon box, flager, dan semua bentuk media yang memungkinkan dapat digunakan untuk menyampaikan pesan periklanan dalam bentuk headline, tagline, brandname, logotype, maupun slogan kepada konsumenDownloads
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