Setyowati, Lenny (2023) Presenter CIC-ICSA 2023 "The Application of Batik Semarang’s Advertising Copywriting on Instagram @batiksemarang16 as A Marketing Communication". In: Communication International Conference – Indonesia Communication Scholars Association (CIC – ICSA) 2023, November 7, 2023, Semarang. (Submitted)

Preview

Text 03_THE USE OF SEMARANG'S ADVERTISING COPYWRITING ON INSTAGRAM_Lenny Setyowati.pdf Download (878kB) | Preview

Abstract

Internet has helped marketers to reach larger markets, potential consumers at any time or place. With the change in advertising activities, and the advent of social media has moved marketers from conventional media to social media, because advertising costs are far cheaper and measurable. Instagram is used by marketers to promote its products, including batik. This study is focused on the elements of copywriting, the types of copywriting applied to the social media of instagram @batiksemarang16 as a marketing coomunication to their audiences. This study is qualitative approaches and descriptive methods. The data collection technique used are observation, a documentary of content content where there are elements of copywriting, a type of copywriting from instagram @batiksemarang16, and archive studies. Hopefully, the results of this study will become a reference to a copywriting in the process of advertising in social media. From those of the content of @batiksemarang16 account have used the suggested elements in good copywriting such as headlines, sub-headlines, slogans, body copy and taglines. From this research had found the combination of copywriting elements to make content more creative and for add value to those copywriting. There were types of copywriting that found on @batiksemarangang16. Keywords: Copywriting, Advertising, Instagram, Marketing Communication, Batik Semarang

Actions (login required)

View Item