%A NIM.:  15730022 Lucky Ayu Ria Septiana
%O Pembimbing : Dr.Diah Ajeng Purwani, M.Si
%T STRATEGI KREATIF RUANG IKLAN PITPAGANDA DALAM
MENGIKLANKAN AGENDA FESTIVAL KEBUDAYAAN
YOGYAKARTA TAHUN 2019
%X This research purposes to discuss about the Pitpaganda ads space's creativity
strategies in advertising “Festival Kebudayaan Yogyakarta” 2019. Creativity in
advertising
This research uses creativity in advertising theory of Robert E. Smith and
Xiaojing Yang with descriptive qualitative research method. The data validity
method is triangulation of data sources from advertising practitioners. The data
validity method is intended to cross-validation and compare data to obtain the
strengths and weaknesses of the strategies.
The results shows that 1) strategies of Pitpaganda's space contains five elements
or variables of creativity, that are creativity in communication process, creativity
in management process, creativity as a social process, creativity as a process
group, and creativity as personal processes; 2) Pitpaganda’s management
process still does not fully fulfill the orderly, systematic, and structured
organizational content, because the agency prefers a flexible and free system; 3)
the results of the data triangulation indicate that Pitpaganda has fulfilled
creativity in media and creativity in processing messages, however, it is not yet at
the level of creativity in organization budgeting; 4) from the results of
triangulation, Pitpaganda's creativity strategy in management process can be
used as an evaluation as a recommendation to advertise in the long run.
%K Advertising Strategies, Creativity In Ads, Pitpaganda, Outdoor Ads, FKY
%D 2022
%I UIN SUNAN KALIJAGA YOGYAKARTA
%L digilib51989