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All Journal JURNAL KOMUNIKASI DAN BISNIS eCo-Fin Jurnal Ekonomi Trisakti Outline Journal of Management and Accounting Mount Hope Global Economic Journal GEMBIRA (Pengabdian Kepada Masyarakat) Proceeding of International Conference on Entrepreneurship (IConEnt) The Indonesian Journal of General Medicine
Jesslyn
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Journal : JURNAL KOMUNIKASI DAN BISNIS

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APPLICATION OF COPYWRITING ELEMENTS IN SOCIAL MEDIA ADVERTISING DRINKING PRODUCTS NOW IN CREATING CONSUMER INTEREST Jesslyn; Glorya Agustiningsih
Jurnal Komunikasi dan Bisnis Vol. 9 No. 1 (2021): May
Publisher : Lembaga Penelitian dan Pengabdian kepada Masyarakat Institut Bisnis dan Informatika Kwik Kian Gie

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.46806/jkb.v9i1.678

Abstract

ABSTRACT Advertising in social media is becoming a trend in business circles. One of the ways is to create creative content in social media in order to attract target market’s attention. Creative content is a form of content which is currently being developed on social media, especially Instagram. Diverse forms of creative contents can be found easily on Instagram accounts. One of them is creative contents uploaded by @xingfutang_indonesia on Instagram. Creative content creation cannot be separated from visual and copywriting elemts. In this case, copywriting becomes important in providing information to the target market. Referring to the concept, this study aims to determine the applied elements of copywriting which include headline and slogans, company taglines, and call to action used in creative contents on @xingfutang_indonesia account on Instagram. The research method used is a descriptive qualitative approach with content collection documentation and interviews as data collection techniques. The results of the research are beneficial for the scientific development of the field of communication, especially for the advertising industry in a practical way.
Co-Authors Alfonsius Andrea Bambang Sutejo, Bambang Calosa, Charen Candy Caroline Florencia Irena Ie Glorya Agustiningsih Khairani, Siti Kosasih, Jocelin Mahmuddin Syah Lubis MURTANTO Stefanie Sudirman Tanelwy, Aurellia Tina Muhardika Handayani Yusneni Afrita Nasution