Komunikasi memiliki peranan yang penting dalam industri kreatif baik di media konvensional maupun digital. Komunikasi dalam pemasaran di era digital saat ini menghadapi agitasi yang ketat terutama di antara agensi digital lokal. Pengembangan kreativitas melalui pembentukan konten yang baik dan sesuai kebutuhan klien dirasa menjadi keunggulan kompetitif suatu biro iklan digital. Suitmedia sebagai salah satu agensi digital lokal menaruh perhatian khusus terhadap profesi copywriter sebagai corong komunikasi pemasaran kreatif mereka terhadap audiens. Penelitian ini menggunakan metode kualitatif melalui observasi alur kerja yang dilakukan selama 4 (empat) bulan dengan tujuan untuk mengobservasi peran copywriter dalam proses pembentukan pesan dan melakukan monitoring dampak pesan di khalayak. Hasil dari penelitian ini menunjukan bahwa copywriter di divisi konten Suitmedia telah memilki alur kerja serta panduan dalam penyusunan tulisan dengan berpedoman pada AIDCA copywriting model selain kewajiban berpikir serta menulis secara kreatif dalam konteks pemasaran digital yang mengacu pada brief klien. Selain itu monitoring dan evaluasi juga dilakukan dalam divisi konten demi menjaga kualitas tulisan dan kesesuaian dengan target yang telah disepakati bersama klien.

This paper examines the relationship between the type of humor and effectiveness of advertisements for dairy products on Indonesian children. A quantitative approach was used to analyze the type of humor found in dairy product advertising. A total of 840 students at both public and private schools, aged 7-12 years, completed a questionnaire. The results of the analysis of variance (ANOVA) showed that the type of humor had no significant influence on the effectiveness of dairy product advertisements. Literature ReviewThroughout their lives, consumers develop relationships with brands and consume countless branded products (Fournier, 1998). These relationships are developed from an early age, when the consumers are children (Ji, 2002). Furthermore, research on the phenomenon of brand relationships with children is scarce. The main purpose of this study is to gain Indonesian children's perspectives on dairy product advertisements to see

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This article explores Indonesian children's views about humorous advertising on YouTube in the light of advertising effectiveness. The participants were 840 children aged 7 to 12 years, who were students at both public and private elementary schools. The study was carried out in a natural setting. The children watched a short movie with humorous advertising videos before and after. Next, a survey assessed their perceptions of the advertisements and the advertising effectiveness using essential indicators such as attitude toward the ad and attitude toward the brand. The data were analyzed with simple regression and analysis of variance (ANOVA). This study contributes to research on humorous advertising by introducing the perspectives of Indonesian children. It offers valuable input for those interested in commercials, both academics and practitioners, especially those who work in the Indonesian context.