Jumaga Marbun, Victor (2012) STRATEGI KREATIF IKLAN BLACK CANYON COFFEE DI YOGYAKARTA DALAM MENARIK MINAT PENGUNJUNG (Analisis Deskriptif Kualitatif Mengenai Strategi Kreatif Iklan Black Canyon Coffee di Yogyakarta dalam Menarik Minat Pengunjung). Other thesis, UPN ''VETERAN'' YOGYAKARTA.
|
Text
Cover, Daftar Isi & Abstrak.pdf Download (428kB) | Preview |
Abstract
Kreatifitas dalam beriklan merupakan salah satu kunci utama dari usaha Black Canyon Coffee dalam mencapai titik kesuksesan, sehingga produk-produknya mampu memikat dan dibeli oleh banyak konsumen. Black Canyon Coffee mampu menyajikan iklan mengenai berbagai produk mereka dengan cara menampilkan public figure yang mampu mencari perhatian konsumen dalam Grand-Opening event, sehingga strategi pemasaran yang berkaitan dengan iklan secara tepat dapat membentuk preferensi terhadap merek mereka.Penelitian ini dilakukan dengan tujuan untuk mengetahui bagaimana strategi kreatif yang dikembangkan oleh Black Canyon Coffee dan untuk mengetahui persepsi pengunjung terhadap iklan Black Canyon Coffee di Yogyakarta. Dalam penelitian ini menggunakan teori periklanan dan komunikasi pemasaran dengan metode deskriptif kualitatif. Metode ini disebut juga sebagai metode artistik, karena proses penelitian lebih bersifat seni (kurang terpola), dan disebut sebagai metode interpretative karena data hasil penelitian lebih berkenaan dengan interpretasi terhadap data yang ditemukan di lapangan. Terdapat dua kesimpulan yang dapat ditarik dari penelitian ini, yang pertama adalah bahwa strategi kreatif iklan Black Canyon Coffee lebih menerapkan menerapkan strategi jangka pendek, dimana di dalamnya terdapat penggunaan media radio, flyer, baliho, billboard dan media jejaring sosial Twitter yang dianggap sebagai media yang paling efektif dan efisien. Kedua, yaitu bahwa persepsi pengunjung terhadap iklan Black Canyon Coffee melalui kelima media tersebut secara keseluruhan bersifat positif, dimana pengunjung beranggapan bahwa tim kreatif iklan dari Black Canyon Coffee Yogyakarta sangat kreatif dalam berpromosi. Creativity in advertising is one of the key in the Black Canyon Coffee struggle in reaching their point of success, so that it's products were able to attract and purchased by many of their consumers. Black Canyon Coffee is able to present their advertisements on their various products by featuring public figures which are able to catch the attention of consumers in their Grand-Opening event, so the marketing strategies relating to advertising are able to form a preference for their brand appropriately. The research is made to find out how the creative strategies developed by Black Canyon Coffee and to determine visitor perceptions about Black Canyon Coffee's advertisements in Yogyakarta. This study are using the theory of advertising and marketing communications with qualitative descriptive method. This method is also known as the artistic method, because the research process is more like the work of art (less patterned), and referred to as the interpretative method as research datas are more related to the interpretation of the data found in the field. There are two conclusions that can be drawn from this study, the first is that the Black Canyon Coffee advertising creative strategy further implement short-term strategy, which included the use of some media, including radio, flyers, baliho, billboards and mostly, social media Twitter is considered as the most effective and efficient medium. The second is that the perception of visitors to the Black Canyon Coffee advertising through this five medias are overall positive, where visitors assume that the advertising creative team of Black Canyon Coffee Yogyakarta is very creative in their promotion.
| Item Type: | Thesis (Other) |
|---|---|
| Subjects: | H Social Sciences > H Social Sciences (General) |
| Divisions: | Faculty of Law, Arts and Social Sciences > School of Social Sciences |
| Depositing User: | Erny Azyanti |
| Date Deposited: | 21 Nov 2016 02:28 |
| Last Modified: | 21 Nov 2016 02:28 |
| URI: | http://eprints.upnyk.ac.id/id/eprint/9105 |
Actions (login required)
 |
View Item |