Analysis of Tokopedia’s Advertising Creativity “Waktu Indonesia Belanja”

Abstract

Companies must have innovative ways of communicating messages to compete with other companies because of the many new companies that have sprung up. One of them is by using television media. However, with the increasing number of companies placing advertisements, the number of TV stations in Indonesia is now around 1027 television stations. The public's tendency to switch channels has made advertising conditions worse so that creative advertising is needed. Using a qualitative descriptive method focuses on describing, analyzing, and interpreting Tokopedia advertisements from television media. The data collection techniques used were observation, literature study, and documentation. The results showed that the Tokopedia WIB "Waktu Indonesia Belanja" advertisement was always on television. The advert is inspiring and easy to remember. This advertising has creativity as seen from the indicators of connectedness, suitability, and novelty.

Pengaruh Terpaan Iklan Televisi Terhadap Brand Awarenes

“…Iklan "Waktu Indonesia Belanja" merupakan salah satu strategi pemasaran yang dilakukan Tokopedia melalui media televisi. Iklan ini berisikan promo yang bisa didapatkan setiap tanggal 25 hingga akhir bulan, yang mengisyarakatkan waktu bagi masyarakat Indonesia untuk mendapatkan gaji (Kn et al, 2021). Promo menarik yang bisa didapatkan pada "Waktu Indonesia Belanja" antara lain adalah, potongan harga (diskon) hingga 90%, belanja minimal Rp 10.000 bisa mendapatkan bebas ongkos kirim, live shopping mulai Rp 5000, Cashback hingga Rp 20.000, dan sebagainya (Tokopedia, 2022).…”