Main Article Content

Margareta Habibah
Haderiansyah
Andri Setiawan
Syahrial Shaddiq
H. M. Zainul

Abstract

There are six strategies and group them into three categories: functionally oriented, symbolically / experience oriented, and product category oriented. Functionalally oriented advertising appeals to consumers, the need for tangible / physical / concrete benefits. This oriented style is a Unique Selling Proposition. Experience-oriented advertising strategies are geared towards psychosocial needs. (There are: Brand Image Strategy, Resonance Strategy, and Emotional Strategy). Domination strategy categories (there are: Generic Strategy and Preemtive Strategy) do not need to use a certain type of attraction for consumers but are designed to achieve an advantage compared to competitors in the same product category. It is important to note that, the differences are sometimes very obvious, and the execution of a particular advertisement can simultaneously employ several strategies.

Downloads

Download data is not yet available.

Article Details

How to Cite
Habibah, M., Haderiansyah, Andri Setiawan, Syahrial Shaddiq and H. M. Zainul (2021) “Creative Advertising Management Application Strategy on Television in Indonesia”, Jurnal Mantik, 5(2), pp. 800-806. doi: 10.35335/mantik.Vol5.2021.1402.pp800-806.
References
[1] Artoyo, D. M. (2016). Manajemen Periklanan Radio Studi Deskriptif Terhadap Radio Thomson Purwokerto (Doctoral dissertation, IAIN Purwokerto).
[2] ALPIOKA, M. K., Widad, A., & Nofiawaty, N. (2020). Pengaruh Periklanan dan Promosi Penjualan Aplikasi Grabfood terhadap Keputusan Pembelian Konsumen (Studi pada Mahasiswa Fakultas Ekonomi Jurusan Manajemen Universitas Sriwijaya Kampus Bukit Palembang) (Doctoral dissertation, Sriwijaya University).
[3] Armiah, A. (2017). Strategi Dakwah Lewat Iklan Produk Halal di Media. Alhadharah: Jurnal Ilmu Dakwah, 14(27), 1-13.
[4] Fernando, S. (2018). Perancangan Sistem Informasi Manajemen Periklanan Menggunakan Customer Relationship Management (Studi Kasus: Lampung News Paper) (Doctoral dissertation, Perpustakaan Teknokrat).
[5] Hutauruk, M. F. C. (2016). MENJUAL BASUKI TJAHAJA PURNAMA LEWAT “TEMAN AHOK FAIR”: Strategi Kehumasan Pemasaran Komunitas Teman Ahok Menjelang Pemilihan Gubernur DKI Jakarta 2017. Journal Communication Spectrum: Capturing New Perspectives in Communication, 6(2), 134-149.
[6] Kriyantono, R. (2020). Aplikasi Teori Osgood untuk Evaluasi Pemaknaan Internal Strategi Komunikasi Pemasaran Co-branding. Jurnal Ilmu Komunikasi, 17(2), 193-204.
[7] Pratama, A., & Suyanto, A. (2020). Analisis Strategi Komunikasi Pemasaran Periklanan Workspace 53 Dalam Memasarkan Coworking Space Di Kota Bandung. eProceedings of Management, 7(1).
[8] Prakoso, A. A., & Ashfahani, S. (2018). Strategi Creative Director Dalam Pembuatan Aplikasi Metro Traffic. Jurnal Ilmiah Komunikasi (JIKOM) STIKOM IMA, 10(01), 38-47.
[9] Pambudy, A. P., & Syairozi, M. I. (2019). Analisis Peran Belanja Modal dan Investasi Swasta Terhadap Pertumbuhan Ekonomi Serta Dampaknya Pada Kesejahteraan Masyarakat. Jurnal Ekonomi dan Bisnis, 20(1), 26-39.
[10] Putri, M. A., & Triyaningsih, S. L. (2013). Pengaruh Strategi Pemasaran (Promotion Mix) Iklan terhadap Peningkatan Pengguna Jasa Layanan Periklanan di PT Radio Indah Asri Sragen. Jurnal Ekonomi dan Kewirausahaan, 13(2).
[11] Rachmanta, R. D., Lestari, M. T., & Pamungkas, I. N. (2016). Teknik Persuasi pada Periklanan Digital sebagai Strategi Komunikasi Pemasaran (Studi Deskriptif Produk Indihome PT Telekomunikasi Indonesia). eProceedings of Management, 3(2).
[12] Syairozi, M. I., Pambudy, A. P., & Yaskun, M. (2021). AnalisiS Penerapan GOOD GOVERNANCE dalam Sistem Informasi Keuangan Daerah. Prosiding Penelitian Pendidikan dan Pengabdian 2021, 1(1), 49-59.
[13] Suryani, T., Nurhadi, M., Fauzi, A. A., & SS, M. (2020). E-marketing Bagi UKM: Strategi Periklanan, Website & Media Sosial. Jakad Media Publishing.