| dc.contributor.advisor | Santoso, Hudi | |
| dc.contributor.author | BAHARIAWATI, CINTA AGNA AGUSTIN SRI | |
| dc.date.accessioned | 2024-07-19T02:15:06Z | |
| dc.date.available | 2024-07-19T02:15:06Z | |
| dc.date.issued | 2024 | |
| dc.identifier.uri | http://repository.ipb.ac.id/handle/123456789/154257 | |
| dc.description.abstract | PT Telekomunikasi Selular membuat program by.U Affiliate School untuk meningkatkan kesadaran merek pada produk by.U yang dipromosikan melalui iklan digital dengan fokus menggunakan teknik penulisan naskah storytelling. Laporan akhir ini bertujuan untuk menjelaskan gambaran proyek iklan digital, menganalisis teknik penulisan naskah storytelling dalam produksi iklan digital video “Gen Z Password-nya?”, dan menganalisis pesan naskah pada iklan digital video “Gen Z Password-nya?” PT Telekomunikasi Selular. Lokasi dan waktu pengumpulan data dilaksanakan di gedung Telkomsel Regional Central Jakarta Timur sejak tanggal 1 Februari hingga 31 April 2024. Data yang digunakan adalah data primer dan sekunder. Teknik pengumpulan data yang dilakukan yaitu observasi, wawancara, partisipasi aktif, dan studi pustaka. Gambaran proyek iklan digital mencakup tiga output yaitu iklan video, iklan poster, dan Hak Kekayaan
Intelektual. Penggunaan teknik penulisan naskah storytelling meliputi aspek storytelling, elemen naskah, struktur naratif, komponen cerita, dan model komunikasi periklanan AIDA (Awareness, Interest, Desire, dan Action). Analisis pesan naskah iklan dilakukan untuk memastikan efektivitas pesan dalam narasi. | |
| dc.description.abstract | PT Telekomunikasi Selular created the by.U Affiliate School program to increase brand awareness of by.U products promoted through digital advertising with a focus on using storytelling scriptwriting techniques. This final report aims to explain the description of the digital advertising project, analyze the storytelling scriptwriting technique in the production of the digital video advertising "Gen Z Password-nya?", and analyze the script message in the digital video advertising "Gen Z Password-nya?" PT Telekomunikasi Selular. The location and time of data collection were carried out at the Telkomsel Regional Central building Jakarta East from February 1 to April 31, 2024. The data used are primary and secondary data. The data collection techniques used were observation, interview, active participation, and literature study. The digital advertising project overview includes three outputs, namely video advertisements, poster advertisements, and Intellectual Property Rights. The use of storytelling script writing techniques includes storytelling aspects, script elements, narrative structure, story
components, and the AIDA (Awareness, Interest, Desire, and Action) advertising communication model. Analysis of advertising script messages is carried out to ensure the effectiveness of messages in the narrative. | |
| dc.description.sponsorship | | |
| dc.language.iso | id | |
| dc.publisher | IPB University | id |
| dc.title | Teknik Penulisan Naskah Storytelling dalam Produksi Iklan Digital Video "Gen Z Password-nya?" PT Telekomunikasi Selular | id |
| dc.title.alternative | Storytelling Scriptwriting Technique in the Production of Digital Video Advertisement "Gen Z Password-nya?" PT Telekomunikasi Selular | |
| dc.type | Tugas Akhir | |
| dc.subject.keyword | storytelling | id |
| dc.subject.keyword | storytelling | id |
| dc.subject.keyword | by.U | id |
| dc.subject.keyword | iklan digital | id |
| dc.subject.keyword | teknik penulisan naskah | id |
| dc.subject.keyword | by.U | id |
| dc.subject.keyword | digital advertising | id |
| dc.subject.keyword | scriptwriting techniques | id |
