Advertising Proposition as Effective Marketing Communication Tool

DOI

10.2991/assehr.k.220404.212How to use a DOI?

Keywords

Marketing communication; advertising; advertising proposition

Abstract

Advertising as marketing communication activity is a widely used method of promotional activity in the world. Advertising can create impactful meaningful marketing communication activity that has been proven to provide results in changing opinion of its intended target audience and create a call to action from a degree of apathy. Advertising creation however is convoluted with many methods from traditional to post modern marketing communication methods. In this research, we are proposing a simplified advertising guideline, to create an advertising proposition to simplify the process of creating advertising in its most direct form that can be beneficial for marketers. Using phenomenological approach through inductive mindset, it is found that advertising proposition has an impact on creating meaningful marketing communication effort in form of advertising that is informative.

Copyright

© 2022 The Authors. Published by Atlantis Press SARL.

Open Access

This is an open access article distributed under the CC BY-NC 4.0 license.

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TY  - CONF
AU  - Michael Adhi Nugroho
AU  - Rudy Harjanto
PY  - 2022
DA  - 2022/04/21
TI  - Advertising Proposition as Effective Marketing Communication Tool
BT  - Proceedings of the 3rd Tarumanagara International Conference on the Applications of Social Sciences and Humanities (TICASH 2021)
PB  - Atlantis Press
SP  - 1325
EP  - 1331
SN  - 2352-5398
UR  - https://doi.org/10.2991/assehr.k.220404.212
DO  - 10.2991/assehr.k.220404.212
ID  - Nugroho2022
ER  -