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      "abstract": "Penelitian ini membahas tentang penerapan strategi copywriting dalam\r\npembuatan iklan promosi produk Sweet Sundae Indonesia. Di tengah\r\nperkembangan teknologi yang semakin pesat terutama dalam bidang informasi\r\ndan komunikasi. Kini banyak perusahaan yang menggunakan kecangihan dari\r\nteknologi itu dalam bidang pemasaran atau promosi. Persaingan antar perusahaan\r\natau brand menuntut adanya pesan promosi yang tidak hanya informatif, tetapi\r\njuga mampu membangun kedekatan emosional dengan audiens. Penelitian ini\r\nbertujuan untuk mengetahui bagaimana penerapan strategi copywriting dalam\r\nproses pembuatan iklan promosi serta bagaimana pesan yang disusun mampu\r\nmenarik perhatian dan membangun kesadaran audiens terhadap pentingnya\r\nmemilih asupan nutrisi yang baik untuk tubuh pada produk yang ada dipasaran.\r\nMetode yang digunakan dalam penelitian ini adalah pendekatan deskriptif\r\nkualitatif dengan teknik observasi dan wawancara. Pada tahap pra-produksi,\r\nkemudian dianalisis berdasarkan konsep copywriting model PAS (Problem,\r\nAgitate, Solution) dan teori iklan media sosial. Hasil Penelitian ini menunjukan\r\nbahwa penyusunan pesan dengan menggunakan berbagai komponen dalam\r\ncopywriting dan model PAS yang diawali dengan pengangkatan masalah,\r\ndiperkuat dengan dampak yang terjadi dan diakhiri dengan solusi yang relevan\r\nmampu menghasilkan komunikasi yang lebih runtut dan persuasif. Dukungan\r\nelemen visual dan narasi yang membangun emosi serta penyesuaian format\r\ndengan karakter media sosial turut meningkatkan efektivitas penyampaian pesan\r\nkepada audiens.",
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      "eprintid": 32440,
      "title": "{JALUR NON REGULER - SKEMA ARTIST} STRATEGI COPYWRITING DALAM PEMBUATAN IKLAN\r\nPROMOSI PRODUK SWEET SUNDAE INDONESIA",
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