ARWANTO, VERY
(2011)
ANALISIS ISI IKLAN ROKOK PADA MEDIA LUAR RUANG DI YOGYAKARTA
Pada Periode Maret-Agustus 2011.
Other thesis, UPN "VETERAN" YOGYAKARTA.
Abstract
Advertising is the communication activities of the company to costumers
in the same direction. The diversity of consumer products and the diversity of
communication pattern from manufacturers through advertising requires the
advertising industry to be more creative and campaign for a product. Outdoor
advertising is a considerable interest because it is relatively cheaper than
advertising on television. Key strength in outdoor advertising is having a good
creative that is usually displayed on the headline, sub-headline, bodycopy, tagline,
and visualization products that provoke concern. The objective of this research is
to know and understand the contents of tobacco outdoor advertising in
Yogyakarta (Kota Yogyakarta, Kabupaten Sleman, Kabupaten Bantul) month
period from March to August and also knowing that how an advertiser do creative
strategy to make message, visual, and advertising activity beside the rule of
government . In the process of producing an advertisement that are innovative,
effective and efficient is not separated from creative strategy to be done. Creative
strategy according to an adviser is often regarded as the result of a variety of
information about products and target consumers into a particular position. Kind
of method that used in this research is content analysis, based on the analysis of
the results of research that has been done, the majority of cigarette outdoor
advertising under study showed that the majority in cigarette advertising activities
in Yogyakarta (Kota Yogyakarta, Kabupaten Sleman, Kabupaten Bantul) is an ads
that uses type of persuasive communication reinforced with creative strategy in
terms of visual ads that reincforce the text, in terms of content focuses on the
process of persuading or influencing, and reminding the target market or
consumer of the company and its product to be willing to accept, purchasing, and
be loyal to the products offered through the company advertising. Consumer
needs and felling of attractiveness used as the base that serves ads affect.
Consumer on an emotional level so that ultimately the consumer will be entagled
in the overall advertising activity which will ultimately make consumers interest,
try, until loyal to its products.
Keyword: Contents in cigarette advertising, outdoor media, advertising creative
strategy
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