Studi Komparatif : Analisis Isi Iklan Aqua vs Le Mineral. (Comparative Study: Analysis of Aqua vs Le Mineral Ad Content).

Tantry, Yustika Nicky Dwi (2024) Studi Komparatif : Analisis Isi Iklan Aqua vs Le Mineral. (Comparative Study: Analysis of Aqua vs Le Mineral Ad Content). Undergraduate thesis, Universitas 17 Agustus 1945 Surabaya.

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Abstract

AQUA dan Le Minerale merupakan dua brand yang berbeda, namun sama-sama menjual produk air minum dalam kemasan yang berbahan dasar alami dari sumber pegunungan. Penelitian ini dilakukan untuk melihat gambaran umum dan perbandingan isi konten dalam video iklan 2 brand tersebut yang ditayangkan secara nasional dan diunggah di channel youtube AQUA dan Le Minerale. Komunikasi pemasaran merupakan suatu kegiatan yang digunakan oleh suatu perusahaan untuk mempromosikan produk yang mereka jual serta membentuk image perusahaan di mata masyarakat. Salah satu jenis komunikasi pemasaran yang digunakan oleh perusahaan yaitu melalui iklan (advertising). Elemen-elemen komunikasi pemasaran yang muncul digunakan untuk melihat isi konten pada video iklan tersebut. Perbandingan dilihat melalui metode analisis isi kuantitatif deskriptif pada video iklan kedua brand. Hasil penelitian ini ditemukan bahwa kedua brand sama-sama ingin menunjukan bahwa keduanya merupakan perusahaan besar dan layak untuk bersaing satu sama lain. Kata kunci : Video Iklan, Komunikasi Pemasaran, Analisis Isi kuantitatif, Komparatif

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