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Ikhromi Oktafiandi
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Humanities Languange, Linguistic, Communication & Media Social Sciences

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STRATEGI KREATIF IKLAN “KISAH LEGENDA NUSANTARA” DALAM MENUMBUHKAN BRAND AWARENESS INDOESKRIM NUSANTARA Ikhromi Oktafiandi
Jurnal Visi Komunikasi Vol 17, No 1 (2018): Mei 2018
Publisher : Universitas Mercu Buana

Show Abstract | Download Original | Original Source | Check in Google Scholar | Full PDF (652.662 KB) | DOI: 10.22441/visikom.v17i1.6507

Abstract

Creative strategy is a planning carried out to achieve a specific goal to be achieved in an advertising. The problems want to be appointed is the thing that concerned with creative strategy Indoeskrim Nusantara "Kisah Legenda Nusantara" ads in cooperation with MullenLowe Indonesia as advertising agency that created the ads. While the aim of research is to find out how creative advertising strategy "Kisah Legenda Nusantara" ads to build brand awareness for Indoeskrim Nusantara. Researchers also use the Belch theory for the exploration of big ideas and the attractiveness of advertising. And using theory advertising in Morrisan’s book that describes ad execution.The research method used is a case study with a type of descriptive research and qualitative approaches. Techniques of data collection was in-depth interviews with some of the data sources and some documentation writers. The results of the study conclude that the creative strategy of the advertisement "Kisah Legenda Nusantara" uses the appeal of 'superior sense' (rational) of authentic Indonesian taste and the emotional appeal of integration that uses a contradictory combination of colossal (nostalgic) and contemporary elements (relevance). In execution in absurd humor, slice of life and dramatization.
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