Motion Graphic Production to Increase Brand Awareness of Local Newspaper: A Case Study

Endina Oktavianti, Condra Antoni

Abstract

Motion graphic is one of the promotion media that comes with a video format. The video is produced by benefitting from illustration mixing, typography, photography, and videography that wrapped attractively following the latest trend to be easier for consumers to understand the company product. Local companies need video promotion as an effort to increase the company's brand awareness. In the case of local newspapers, the promotion media availability is undeniably urgent since this literacy me dia is facing tremendous competition either against one’s self with a larger coverage like regional or national newspaper or against other types of information media like blogs or social media. This study design s, implements, and evaluates motion graphics used in a video profile of Haluan Kepri, a local newspaper in Batam, Indonesia. By using Multimedia Development Life Cycle (MDLC) in video production and a quantitative approach in customer analysis this study reveals that a video company profile using motion graphic techniques can increase respondent’s awareness of local newspaper brands. Pre-test and the post-test results indicated a mean increase of approximately 20% from 41.8% to 62%.

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Paper Citation


in Harvard Style

Oktavianti E. and Antoni C. (2020). Motion Graphic Production to Increase Brand Awareness of Local Newspaper: A Case Study. In Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS, ISBN 978-989-758-517-3, pages 85-93. DOI: 10.5220/0010356400850093


in Bibtex Style

@conference{icaess20,
author={Endina Oktavianti and Condra Antoni},
title={Motion Graphic Production to Increase Brand Awareness of Local Newspaper: A Case Study},
booktitle={Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,},
year={2020},
pages={85-93},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0010356400850093},
isbn={978-989-758-517-3},
}


in EndNote Style

TY - CONF

JO - Proceedings of the 2nd International Conference on Applied Economics and Social Science - Volume 1: ICAESS,
TI - Motion Graphic Production to Increase Brand Awareness of Local Newspaper: A Case Study
SN - 978-989-758-517-3
AU - Oktavianti E.
AU - Antoni C.
PY - 2020
SP - 85
EP - 93
DO - 10.5220/0010356400850093