TY  - THES
N1  - Pembimbing : Niken Puspitasari, S.IP., M.A
ID  - digilib46631
UR  - https://digilib.uin-suka.ac.id/id/eprint/46631/
A1  - Nuri Meitasari, NIM.: 17107030018
Y1  - 2021/08/16/
N2  - A service and branding consulting agency are one of the keys to success in the
business sector. The right advertising creative strategy can produce effective
advertisements according to the intended target audience. This study aims to
determine the creative advertising strategy during the Covid-19 pandemic carried
out by the Syafa'at Marcomm agency as a provider of service and branding
consultants. This study uses a descriptive method with a qualitative approach. The
data in this study were collected using interviews, documentation, and observation
techniques. Interviews were conducted with the Strategic planner and the chief
creative director, Syafa'at Marcomm. The results of this study indicate that the
creative advertising strategy carried out by the Syafa'at Marcomm agency during
the covid-19 pandemic was to find a brand strategy to analyze the problem. Later,
a brand audit, brand principle, brand promise, and brand communication will be
made. After finding all the materials from the research problem, the next step is to
enter the strategic marcomm to create thematic and tactical strategies. After
determining the strategy and direction of communication, Syafa'at Marcomm set a
success goal, namely awareness, growth, engagement and sales leads which later
will be expected to create loyalty between clients and Syafa'at Marcomm.
PB  - UIN SUNAN KALIJAGA YOGYAKARTA
KW  - Strategi Kreatif; Covid 19; Iklan
M1  - skripsi
TI  - STRATEGI KREATIF IKLAN DIMASA PANDEMI COVID-19
(STUDI DESKRIPTIF PADA AGENCY SYAFA?AT MARCOMM)
AV  - restricted
EP  - 104
ER  -