PERAN STRATEGIC PLANNER DALAM PRODUKSI IKLAN KOMERSIAL PT. BINTANG INDO JAYA SURABAYA DENGAN PRODUK ROTIBOY

This final project discusses the design of a commercial advertisement for Rotiboy aimed at increasing brand awareness and audience engagement, particularly among Generation Z and Millennials. The advertising design process was conducted through research methods including interviews with PT. Bintang Indo Jaya, direct observations at outlets, and the distribution of questionnaires to consumers, in order to understand the characteristics, behaviors, and preferences of the target audience. The research findings indicate that the audience is more attracted to emotional and relatable content that presents storytelling close to their daily lives. Based on these findings, the advertising concept was developed by emphasizing warm everyday moments, the product’s aroma and practicality, and delivering a clear message through a Single Minded Proposition. The advertisement is presented through social media platforms, particularly TikTok, using engaging visual and narrative approaches to enhance audience interaction. The implementation of this advertising concept demonstrates that a research-based communication strategy, along with the application of AIDCA theory, semiotics, digital marketing, and social marketing communication, is able to effectively convey messages and build new perceptions. This final project highlights the importance of the role of a strategic planner in transforming research data into creative strategies that can be effectively implemented in the commercial advertising production process.