Strategi Kreatif Pesan Video Advertising "OREO Penuh Keajaiban" Pada Youtube

Abstract

Messageis important element in advertising, consist of verbal and nonverbal which iscrea- tedwith creative idea, original, get attention, memorable and persuade the target audience to buy product or use the service that are advertised. To produce effective advertising, creative strategy and advertising execution are required which are relevant to the purpose of advertising, target audience and advertising media. The development of communication technology and media in the digital era, Advertisers makenew media-social media, one of that is video advertising through You- Tube as creative alternative media in digital advertising. "OREO Penuh Keajaiban" advertising was occupied at the top position on the list of 10 most creative video advertising on YouTube, Google version in the period from June to December 2015. In this article presented the result of the evalua- tion of the creative advertising strategy of "OREO Penuh Keajaiban" video advertisingis based on the concept of The Facets Model of Effects, namely perception, cognition, emotion, persuasion, asso- ciation, behavior, advertising appeal and creative execution style of advertising that are expected to understand and implement creative approaches to the advertising message.