STRATEGI KREATIF IKLAN DIMASA PANDEMI COVID-19 (STUDI DESKRIPTIF PADA AGENCY SYAFA’AT MARCOMM)

Nuri Meitasari, NIM.: 17107030018 (2021) STRATEGI KREATIF IKLAN DIMASA PANDEMI COVID-19 (STUDI DESKRIPTIF PADA AGENCY SYAFA’AT MARCOMM). Skripsi thesis, UIN SUNAN KALIJAGA YOGYAKARTA.

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Abstract

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.

Item Type: Thesis (Skripsi)
Additional Information: Pembimbing : Niken Puspitasari, S.IP., M.A
Uncontrolled Keywords: Strategi Kreatif; Covid 19; Iklan
Subjects: Ilmu Komunikasi
Covid-19
Divisions: Fakultas Ilmu Sosial dan Humaniora > Ilmu Komunikasi (S1)
Depositing User: Muchti Nurhidaya edt
Date Deposited: 06 Dec 2021 09:15
Last Modified: 06 Dec 2021 09:15
URI: http://digilib.uin-suka.ac.id/id/eprint/46631

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