The Impact of as Determinants of Advertising Creativity towards Consumer Responses (Study on AirAsias Wall Billboard #Bikin-JadiNyata) Sylvie Nurfebiaraning (sylvienurfebia@gmail.com), Lulu Mutia (lulumutiaa@gmail.com)
Telkom University, Bandung
Abstract
Many competitors require companies as advertisers to promote their products or services through advertising in order to use them. One important step that is carried out in the process of making advertising is planning advertising messages. Creativity is needed to determine how the advertising message is delivered so that it at-tracts attention and is easily remembered by the target audience. There are two determinants of advertising creativity, divergence and relevance. Advertising creativity impacts consumer responses to advertising mes-sages in various stages of the hierarchy response, including cognitive, affective, and behavioral responses. One of advertising media that can maximize the creativity of visual advertising is outdoor media. Outdoor adver-tising in the form of wall billboard is utilized by AirAsia to promote its services as Low Cost Airline through #BikinJadiNyata advertising campaigns. This research was conducted using quantitative methods, the tech-nique of collecting data through surveys by distributing questionnaires to 100 respondents who had seen AirAsias billboard wall #BikinJataNyata on Jalan Asia Afrika Bandung. So, there were significant variables of Divergence (X1) and Relevance (X2) simultaneously on the Consumer Response (Y).
