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Journal articles on the topic 'Copywriting'
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1
Kurniati, Diah, Ahdi Riyono, Mutohhar Mutohhar, and Nadiah Ma'mun. "Pendampingan Penulisan Copywriting untuk Meningkatkan Promosi Pariwisata di Desa Japan, Dawe, Kudus." Jurnal Pengabdian Masyarakat Bangsa 1, no. 11 (January 6, 2024): 2747–53. http://dx.doi.org/10.59837/jpmba.v1i11.594.
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Pengabdian pada masyarakat ini bertujuan untuk membekali masyarakat Desa Jepang Kecamatan Dawe Kabupaten Kudus khususnya generasi muda agar memiliki pengetahuan dan keterampilan cara membuat copywriting untuk promosi pariwisata dengan kegiatan pelatihan dan pendampingan. Metode pemberdayaan yang dilaksanakan terdiri dari beberapa tahapan. Pertama, pelatihan copywriting baik teori maupun praktek, pendampingan copywriting online, dan evaluasi. Kegiatan pengabdian copywriting dilaksanakan pada tanggal 23 September s/d 8 Oktober 2023. Hasil dari Pengabdian Masyarakat Copywriting menunjukkan bahwa kemampuan masyarakat desa Jepang dalam membuat copywriting meningkat setelah dilakukan pelatihan dan pendampingan. Hal ini terlihat dari copywriting yang dihasilkan selama proses pelatihan. Diharapkan setelah pengabdian masyarakat ini terlaksana, masyarakat di Japan Village dapat secara mandiri mempromosikan destinasi wisata dan event pariwisata dengan lebih baik dan persuasif kepada calon wisatawan domestik maupun internasional.
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Setyowati, Lenny. "ADVERTISING COPYWRITING OF BATIK SEMARANG ON INSTAGRAM @BATIKSEMARANG16." Jurnal Komunikasi dan Media 3, no. 1 (November 28, 2022): 15–28. http://dx.doi.org/10.24167/jkm.v3i1.5402.
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Internet has helped marketers to reach larger markets, potential consumers at any time or place. With the change in advertising activities, and the advent of social media has moved marketers from conventional media to social media, because advertising costs are far cheaper and measurable. Instagram is used by marketers to promote its products, including batik. The study is focused on the elements of copywriting, the types of copywriting applied to the social media of instagram @batiksemarang16. The study is qualitative approaches and descriptive methods. The data collection technique used are observation, a documentary of content content where there are elements of copywriting, a type of copywriting from instagram @batiksemarang16 and archive studies. Hopefully, the results of this study will become a reference to a copywriting in the process of advertising in social media. From the 35 of the content of @batiksemarang16 account has used the suggested elements in good copywriting sucah as headlines, sub-headlines, slogans, body copy and taglines. What's interesting is that all of the contents used a body copy element. It was found a combination of copywriting elements to make content more creative and for add value to the copywriting. There were types of copywriting and the number of instagram accounts @batiksemarangang16. From 13 types of copywriting unfound content that used types competitive copy dan imagination copy.
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Shuiskaya, Yuliya Viktorovna, Ekaterina Aleksandrovna Drozdova, Dar'ya Vladimirovna Mul'tanovskaya, and Mariya Vladislavovna Kokorina. "Methods of Analyzing Copywriting Texts in the Classroom: Russian-speaking and English-speaking Experience." Филология: научные исследования, no. 7 (July 2022): 1–9. http://dx.doi.org/10.7256/2454-0749.2022.7.38452.
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The subject of the study is the texts of copywriting, considered in the methodological aspect. The object of the research is to find the method of identifying manipulative techniques in copywriting texts and studying it in Russian and English classes in higher educational institutions. The authors consider in detail such aspects of the topic as the implicature of copywriting texts, hidden manipulative influences. Particular attention is paid to the need to study copywriting texts not only as potential creators of texts, but also as their consumers, which is necessary for representatives of any profession. Copywriting texts need to be studied not only in the aspect of production, but also in the aspect of perception. The main conclusions of the study are the need to integrate the analysis of copywriting texts into the course of Russian as a native language and English as a foreign language. A special contribution of the authors to the research of the topic is a comparative analysis of copywriting texts in Russian and English in a comparative aspect. The novelty of the research lies in the appeal to the materials of copywriting texts not in the aspect of their effective writing, but in the aspect of effective consumption. The analysis showed that even the texts posted on the websites of state institutions and state-funded programs are written in compliance with the laws of copywriting and with elements of manipulation of the reader, which must be learned to recognize.
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Maulana, Reza, Nurmalasari, Muhammad Sony Maulana, Monikka Nur Winnarto, Muhammad Iqbal, and Badariatul Lailiah. "PELATIHAN MENJADI TALENTA DIGITAL DENGAN COPYWRITING." Jurnal Penelitian dan Pengabdian Masyarakat Jotika 2, no. 1 (August 16, 2022): 12–15. http://dx.doi.org/10.56445/jppmj.v2i1.44.
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Pengabdian kepada masyarakat dijalankan untuk memberikan kontribusi nyata bagi bangsa Indonesia, khususnya dalam mengembangkan kesejahteraan dan kemajuan bangsa salah satunya melalui bisnis. Copywriting identik dengan kemampuan mengolah kata sehingga menciptakan unsur seni di dalamnya yang dapat menimbulkan efek persuasif. Copywriting sangat erat kaitannya dengan kegiatan promosi sebagai bagian dari branding. Memahami teknik copywriting merupakan salah satu kunci sukses penjualan. Tanpa teknik copywriting, kemungkinan besar post di media sosial kurang mendapatkan respon dari pelanggan. Permasalahan yang dihadapi anak Panti Asuhan Ahmad Yani yaitu belum mengetahui terkait copywriting. Diharapkan dengan pelaksanaan pengabdian masyarakat ini dapat memberikan ilmu untuk anak Panti Asuhan Ahmad Yani dalam meningkatkan kemandirian dan kreatifitasnya dalam membangun suatu usaha nantinya serta menjadi talenta digital kelak. Hasil yang didapat dari kegiatan ini yaitu peserta mampu mengikuti dan dapat memahami pentingnya menjadi talenta digital dengan copywriting sebagai sarana penerapan ilmu dan dapat meningkatkan kreatifitas.
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Maulana, Reza, Nurmalasari Nurmalasari, Muhammad Sony Maulana, Monikka Nur Winnarto, Muhammad Iqbal, and Badariatul Lailiah. "PELATIHAN MENJADI TALENTA DIGITAL DENGAN COPYWRITING." ABDI EQUATOR 2, no. 1 (June 13, 2022): 38. http://dx.doi.org/10.26418/abdiequator.v2i1.55232.
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Pengabdian kepada masyarakat dijalankan untuk memberikan kontribusi nyata bagi bangsa Indonesia, khususnya dalam mengembangkan kesejahteraan dan kemajuan bangsa salah satunya melalui bisnis. Copywriting identik dengan kemampuan mengolah kata sehingga menciptakan unsur seni di dalamnya yang dapat menimbulkan efek persuasif. Copywriting sangat erat kaitannya dengan kegiatan promosi sebagai bagian dari branding. Memahami teknik copywriting merupakan salah satu kunci sukses penjualan. Tanpa teknik copywriting, kemungkinan besar post di media sosial kurang mendapatkan respon dari pelanggan. Permasalahan yang dihadapi anak Panti Asuhan Ahmad Yani yaitu belum mengetahui terkait copywriting. Diharapkan dengan pelaksanaan pengabdian masyarakat ini dapat memberikan ilmu untuk anak Panti Asuhan Ahmad Yani dalam meningkatkan kemandirian dan kreatifitasnya dalam membangun suatu usaha nantinya serta menjadi talenta digital kelak. Hasil yang didapat dari kegiatan ini yaitu peserta mampu mengikuti dan dapat memahami pentingnya menjadi talenta digital dengan copywriting sebagai sarana penerapan ilmu dan dapat meningkatkan kreatifitas.
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Harmoko, Danang Dwi. "Apa itu Copywriting? (Memahami Definisi Copywriting dari Sudut Pandang Lain)." LITERATUS 5, no. 2 (October 16, 2023): 253–59. http://dx.doi.org/10.37010/lit.v5i2.1289.
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Fokus pada penelitian ini adalah tinjauan ulang terhadap definisi copywriting. Tujuan dari artikel ini adalah untuk mengetahui arti dari kata copywriting dari berbagai sudut pandang guna memperkaya khasanah keilmuan tentang copywriting. Selain itu, dengan adanya definisi baru akan membuka peluang lahirnya kajian baru pada bidang ini. Penelitian ini menggunakan metode deskriptif kualitatif. Pengumpulan data dilakukan dengan studi literatur kepustakaan melalui penelusuran artikel-artikel terkait guna mencari berbagai sudut pandang terhadap terminologi ini. Selain itu, penelitian ini juga membedah makna kata melalui kajian leksikografi dan etimologi. Kesimpulan dari artikel ini adalah copywriting dalam arti luas adalah aktivitas menyalin sesuatu untuk menghasilkan sesuatu yang baru yang mirip atau identik dengan teks atau kondisi aslinya. Copywriting juga dapat dipahami sebagai proses memindahkan apa yang dilihat, didengar, dan dipikirkan kedalam bentuk teks, gambar, atau audio visual. Sedangkan dalam arti sempit copywriting mempunyai arti yang beragam disesuaikan dengan bidang disiplin ilmunya seperti periklanan, pemasaran, hubungan masyarakat, ataupun bidang lainnya.
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Malik, Rio Andika, and Sri Mona Octafia. "Diseminasi Pentingnya Copywriting Untuk Meningkatkan Enggagement Bagi Komunitas Ikan Hias." Jurnal Altifani Penelitian dan Pengabdian kepada Masyarakat 3, no. 4 (July 26, 2023): 595–602. http://dx.doi.org/10.59395/altifani.v3i4.461.
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Pengelolaan pemasaran dalam era digital terkait dengan penerapan strategi pemasaran digital menggunakan media digital dan internet dengan fokus pada copywriting. Kegiatan pengabdian ini bertujuan untuk memperluas pemahaman akan pentingnya copywriting dalam meningkatkan pemasaran pada Komunitas Ikan Hias di Kelurahan Aia Pacah Padang. Kegiatan ini mencakup serangkaian pelatihan dan pendampingan untuk meningkatkan pengetahuan dan keterampilan copywriting dan pemasaran digital bagi anggota komunitas mencakup prinsip-prinsip copywriting yang efektif, penggunaan bahasa persuasif, penyusunan konten menarik, serta teknik penulisan iklan dan deskripsi produk yang menarik perhatian. Tujuannya agar menciptakan konten pemasaran yang lebih menarik dan persuasif, yang berkontribusi pada pertumbuhan bisnis ikan hias dan menarik minat masyarakat terhadap industri ikan hias di wilayah tersebut. Secara keseluruhan, kegiatan pengabdian ini memberikan sumbangan positif dalam meningkatkan pemahaman dan keterampilan copywriting, serta memperkuat keterlibatan dan pertumbuhan bisnis ikan hias. Keberhasilan kegiatan ini menunjukkan betapa pentingnya copywriting dalam konteks pemasaran digital dan memberikan manfaat yang signifikan.
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Julyanto Ekantoro. "OPTIMALISASI DIGITAL MARKETING MIE GACOAN MELALUI KONTEN KREATIF COPYWRITING PADA AKUN INSTAGRAM @mie.gacoan." Jurnal Administrasi Publuk dan Ilmu Komunikasi 10, no. 1 (August 8, 2023): 49–59. http://dx.doi.org/10.55499/intelektual.v10i1.1038.
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Copywriting is an important part of marketing through digital marketing. So, gacoan noodles also apply creative content in their marketing through copywriting. In creating creative content on his Instagram account, creativity is needed. This study aims to examine how to optimize digital marketing of mie gacoan through creative copywriting content on the @mie.gacoan account.
This study used qualitative descriptive research methods and interview techniques with the Maintenance & Repair Manager who is also the Operational Incharge Handle at the Wiyung Surabaya branch of mie gacoan, as well as making observations on the @mie.gacoan account related to optimizing the digital marketing of mie gacoan through creative copywriting content on the @mie.gacoan account.
The results show that the optimization of digital marketing of creative copywriting content to increase consumer buying interest has run optimally, because consumers feel more aware about the products and brands of gacoan noodles. And when the copywriting content related to the change of menu name and the issuance of a statement that gacoan noodles have obtained halal certification from MUI, making sales turnover and customers of gacoan noodles increase.
Keywords : Digital Marketing, Instagram, Copywriting
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Sari, Prisca, Dian Andrayani, Atik Andrian, Mulyani Mulyani, Pandu Yuniarto, Sri Rahayu Handayani, and Fadly Fadly. "Digitalisasi UMKM Kecamatan Rancabungur Melalui Teknik Copywriting Digital Marketing." Society : Jurnal Pengabdian dan Pemberdayaan Masyarakat 4, no. 2 (April 29, 2024): 157–67. http://dx.doi.org/10.37802/society.v4i2.501.
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Kecamatan Rancabungur merupakan kecamatan binaan Program Studi Bisnis dan Manajemen Ritel, Politeknik Digital Boash Indonesia (PDBI). Terdapat permasalahan yang dihadapi oleh UMKM Rancabungur, yaitu belum memiliki pasar yang jelas dan kontinu. Pelaku UMKM tersebut perlu diedukasi mengenai pemasaran digital melalui media sosial. Salah satu teknik membuat konten media sosial adalah copywriting. Oleh karena itu, perlu diadakan pelatihan atau workshop copywriting. Tujuan diadakannya workshop adalah untuk meningkatkan pengetahuan teknis dan minat pelaku UMKM untuk mengimplementasikan copywriting di dalam pembuatan konten media sosial. Program pengabdian ini dilakukan selama enam bulan, dari Bulan Februari hingga Juli 2023. Terdapat 28 mahasiswa yang berkolaborasi di dalam program. Mahasiswa ikut mendampingi 32 UMKM Kecamatan Rancabungur. Lokasi pengabdian yaitu di Desa Bantarsari, Kecamatan Rancabungur, dan Kampus Politeknik Digital Boash Indonesia. Metode ceramah dan diskusi digunakan dalam proses mendampingi UMKM. Setelah diadakan program workshop copywriting, jumlah peserta yang memahami teknik copywriting dan yang sadar akan pentingnya implementasi copywriting meningkat menjadi 97% dimana sebelum ikut program hanya sebesar 67%. Setelah mendapatkan pencerahan dari narasumber, tingkat minat peserta untuk mengimplementasikan teknik copywriting dalam konten media sosial Instagram dan TikTok juga meningkat menjadi sebanyak 93% di mana sebelum ikut program hanya sebesar 57%. Sebagai output dari pelaksanaan program pengabdian, sebanyak 97% peserta menyatakan akan mengimplementasikan hasil pembelajaran digital marketing, khususnya teknik copywriting. Hal tersebut menunjukkan bahwa program pengabdian ini berjalan efektif karena tujuan akhir program tercapai. Perlu dilakukan program pengabdian lanjutan guna mendukung para pelaku UMKM Kecamatan Rancabungur naik kelas seperti teknik pembuatan konten media sosial lainnya.
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Apriyani, Tristanti, and Arif Ardy Wibowo. "PELATIHAN COPYWRITING UNTUK MENINGKATKAN PROMOSI HASIL UNIT PRODUKSI SISWA SMK." Jurnal Pengabdian Kepada Masyarakat MEMBANGUN NEGERI 7, no. 1 (April 11, 2023): 201–11. http://dx.doi.org/10.35326/pkm.v7i1.2966.
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SMK Muhammadiyah 1 Bantul sebagai salah satu amal usaha persyarikatan Muhammadiyah telah memberikan pelayanan pendidikan berbasis technoenterpreneurship dan Pusat Layanan Unggulan atau Center Of Excellent (COE). SMK ini memiliki satu unit produksi jasa yang terdiri dari dua konsentrasi yaitu orotech musaba yang bergerak dalam bidang otomotif dan Musaba Las yang menawarkan jasa pengelasan. Permasalahan yang dihadapi saat ini adalah omzet yang dihasilkan dari unit produksi yang masih terbilang tidak sesuai dengan harapan. Hal ini disebabkan unit produksi kurang maksimal dalam melakukan promosi sehingga masyarakat sekitar belum banyak yang mengetahui tentang unit usaha tersebut. Tentu saja persoalan ini dapat diupayakan pemecahan masalahnya salah satunya dengan mengadakan pelatihan copywriting untuk memaksimalkan promosi unit produksi.
Kegiatan pelatihan Copywriting ini akan diikuti siswa SMK Muhammadiyah 1 Bantul kelas X yang nantinya juga akan diberi tugas untuk mengelola unit produksi. Tahapan pelatihan meliputi: (1) Memberikan penjelasan dan pemahaman tentang konsep dan jenis-jenis copywriting; (2) Menjelaskan langkah-langkah membuat copywriting; (3) Mendampingi peserta dalam mempraktikan membuat copywriting salah satu hasil unit produksi; (4) Mendampingi peserta mengunggah rancangan copywriting. Dengan dilaksanakannya pelatihan ini siswa SMK Muhammadiyah 1 Bantul diharapkan dapat memaksimalkan promosi hasil unit produksinya dan menarik minat konsumen untuk membeli produk atau menggunakan jasa yang dipromosikan. Selain itu, pelatihan ini juga dapat menumbuhkan dan mengembangkan jiwa kewirausahaan siswa.
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Henson, Leigh. "Why and How to Advance Technical Copywriting." Journal of Technical Writing and Communication 26, no. 2 (April 1996): 193–209. http://dx.doi.org/10.2190/hgpj-u2de-25cx-16bh.
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Promotional writing for industrial and high-tech products, or technical copywriting, is gaining more and more attention in the profession of technical communication. In contrast, higher education has largely neglected to prepare students for this major form of written communication. One reason for this neglect may be that some academics do not well understand the role and importance of technical copywriting. Another reason may be the stigma of unethical writing associated with copywriting for consumer products. This article testifies to the significance of technical copywriting and suggests that dialogical audience analysis and an emphasis on the rational appeal will contribute to ethical writing performance. Also, resources are cited of common interest to instructors, beginning practitioners, and researchers. Last, these groups receive recommendations appropriate for their individual activities.
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Adinugroho, Mukhtar, Rita Sari, and Reizano Amri Rasyid. "Pelatihan copywriting sebagai sarana komunikasi sebuah brand dan strategi meningkatkan penjualan di sosial media instagram." Indonesia Berdaya 4, no. 3 (March 21, 2023): 895–902. http://dx.doi.org/10.47679/ib.2023493.
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One of the successes of digital marketers is being able to maximize product and service promotion techniques using digital distribution channels such as websites, Adwords, email or various other social networks. One of the hopes of this training activity is that entrepreneurs who are just starting their business will be able to succeed in the business world where they must be equipped with good marketing skills. Seeing the importance of digital marketing, Copywriting training is needed for them. The method used is the psychological triggers approach. This activity is carried out online in the form of providing basic marketing theory, copywriting and advertising script writing training, so that the trainees are able to develop their businesses and businesses. This training activity was carried out for 1 day in the zoom application provided by BEM FEBTD (Faculty of Business Economics and Digital Technology) Nahdlatul Ulama University, Surabaya. The results of the activity showed that there was an increase in language skills and Copywriting of each participant where the ability that was most mastered by the average participant was an understanding of BFC (Basic Format Copywriting). Abstrak: Salah satu kesuksesan tenaga pemasar digital adalah mampu memaksimalkan teknik promosi produk dan layanan menggunakan saluran distribusi digital seperti website, adwords, email ataupun berbagai macam jejaring sosial lainnya. Salah satu harapan dari kegiatan pelatihan ini adalah para pengusaha yang baru memulai bisnisnya, mampu sukses di dunia usaha dimana mereka harus dibekali dengan kemampuan pemasaran yang baik. Melihat pentingnya pemasaran melalui digital, maka diperlukan pelatihan Copywriting kepada mereka. Metode yang digunakan adalah pendekatan psychological triggers. Kegiatan ini dilakukan secaral daring dalam bentuk pemberian teori dasar pemasaran, copywriting dan pelatihan menulis naskah iklan, agar peserta pelatihan mampu mengembangkan bisnis dan usaha mereka. Kegiatan pelatihan ini dilakukan selama 1 hari di aplikasi zoom yang telah disediakan oleh BEM FEBTD (Fakultas Ekonomi Bisnis dan Teknologi Digital) Universitas Nahdlatul Ulama Surabaya. Hasil kegiatan menunjukkan bahwa terjadi peningkatan kemampuan bahasa dan menulis Copywriting dari setiap peserta dimana kemampuan yang paling dikuasai rata-rata peserta adalah pemahaman tentang BFC (Basic Format Copywriting).
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Shtukareva, Elena Borisovna. "Copywriting: Defining the Notion." Filologičeskie nauki. Voprosy teorii i praktiki, no. 11 (November 2020): 139–42. http://dx.doi.org/10.30853/filnauki.2020.11.28.
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Godefroy, Christian. "Une leçon de copywriting." Communication et langages 63, no. 1 (1985): 72–81. http://dx.doi.org/10.3406/colan.1985.1664.
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Rachmawati, Susan, Eigis Yani Pramularso, Imelda Sari, and Dedy Shahyuni. "Pelatihan Copywriting For Marketing." Jurnal Abdimas Ekonomi dan Bisnis 3, no. 1 (May 10, 2023): 27–36. http://dx.doi.org/10.31294/abdiekbis.v3i1.1893.
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Pengelolaan pemasaran menjadi upaya perusahaan terkait kegiatan terencana dan menyeluruh dalam melakukan berbagai upaya agar mampu memenuhi permintaan pasar dengan tujuan utamanya untuk memaksimalkan keuntungan melalui strategi penjualan. Salah satu pengelolaan terbaru di era 4.0 yang dapat dilakukan adalah mengelola pemasaran yang juga terkait dengan era digital dimana pemasaran digital ini merupakan strategi pemasaran menggunakan media digital dan internet. Berkaitan dengan pengelolaan pemasaran digital ini mitra masih mempunyai permasalahan berupa masih banyak pengetahuan atau wawasan dari anggota yang kurang dalam pemahaman digital marketing termasuk copywriting yaitu masih kurang menarik dalam melakukan penyajian tulisan produk yang ditawarkan. Oleh karena itu, perlu adanya solusi dalam pengelolaan digital marketing bagi anggota Komunitas UMKM Naik Kelas. Solusi yang dilakukan dengan memberikan pelatihan tentang pengetahuan pengelolaan digital marketing termasuk didalamnya terkait copywriting sebagai salah satu sarana yang nantinya digunakan dalam mengelola pemasaran produk dengan lebih baik lagi ke depannya. Pelaksanaan PkM dilakukan bekerjasama dengan Komunitas UMKM Naik Kelas melalui aplikasi zoom meeting. Materi yang disampaikan pada PkM terkait dengan pelatihan copywriting for marketing bagi anggota Komunitas UMKM Naik Kelas. Metode pelaksanaan kegiatan PkM yaitu dengan melakukan observasi untuk melihat gambaran mengenai kegiatan Komunitas UMKM Naik Kelas dan mengidentifikasi permasalahan yang ada. Tahap pelaksanaannya memberikan pelatihan dan pemahaman tentang pengelolaan pemasaran malalui pelatihan copywriting for marketing dengan memberikan materi secara langsung melalui zoom meeting. Hasil yang diperoleh setelah melaksanakan PkM yaitu pemahaman dan pengetahuan peserta menjadi bertambah hal itu terbukti setelah dilakukannya evaluasi dan pengisian kuesioner.
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Diuzheva, Kateryna. "Copywriting as a symbiosis of journalism and advertising." Obraz 39, no. 2 (2022): 89–97. http://dx.doi.org/10.21272/obraz.2022.2(39)-89-97.
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Introduction. Copywriting as a phenomenon in journalism has a special place because of its uncharacteristic nature for a specialist journalist. A copywriter’s job is different from being a journalist. This distinction is due to a number of inherent copywriting features. The article attempts to clarify and characterize these features in a scientific way. Relevance of the study. The purpose of the article is to study the aspect of combining the features and peculiarities of journalism and advertising within copywriting, which, harmoniously intertwined in a kind of symbiosis, allow copywriters to achieve their goal in preparing custom materials. The objectives of the study identify a number of tools and techniques used in copywriting, as well as professional market conditions of the copywriter, the features of the professional profile of a specialist in a competitive environment. Methodology. During the research, the methods of monitoring and content analysis were mostly used, thanks to which scientific sources on the chosen topic, freelance exchanges and websites of recruitment agencies and job search sites with detailed analysis of requirements for a copywriter in the professional field were developed. The method of observation, the comparative method, the descriptive method, the historical-functional method, the system method and the synthesis method were used. Results. The article considers the peculiarities of copywriting as an applied profession, which, however, is not scientifically sound and in the field of Ukrainian higher education is not a specialty, but is an empirical unit. The aspect of combining the features and peculiarities of journalism and advertising within copywriting is analyzed, which, intertwined in a kind of symbiosis, allow copywriters to achieve their goal in the preparation of commissioned materials. It is impossible to equate copywriting with journalism itself, as well as with advertising itself, which is indicated by the purpose of the copywriter’s activity. The article also identifies a number of tools and techniques used in copywriting, including psychological, manipulative. Сonclusions. The relevance of the study is that the skills of a copywriter in the training of future journalists is given not the last role. However, this is usually only one course, designed for six months (semester) study. This is not enough for the professional training of a specialist who plans to engage in copywriting in the future, which leads to the need for self-education and practical deepening of the scientific base on their own, outside the higher education institution.
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Khalil, Ibrahim, Muchsin Saggaff Shihab, and Hammad Hammad. "Pengaruh Konten dan Copywriting Instagram Terhadap Brand Awareness dan Keputusan Pembelian." Jurnal Administrasi dan Manajemen 13, no. 3 (September 30, 2023): 307–17. http://dx.doi.org/10.52643/jam.v13i3.3483.
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Studi ini bertujuan untuk menganalisis pengaruh konten dan copywriting terhadap brand awareness dan keputusan pembelian. Penelitan ini menggunakan metode survey dengan teknik wawancara dan metodologi kuantitatif. Pengolahan data pada penelitian ini dengan menggunakan sem (structural equation modelling) dengan bantuan aplikasi SmartPLS 3.0. Penelitian ini mengambil sampel dengan menggunakan purposive sampling sejumlah 120 dengan kriteria pemilihan responden dari populasi tak terbatas yang merupakan individu pengguna produk yourdose indonesia. Hasil penelitian ini adalah konten berpengaruh positif dan signifikan terhadap keputusan pembelian pada konsumen yourdose indonesia, konten tidak berpengaruh signifikan terhadap brand awareness pada konsumen yourdose indonesia. Copywriting tidak berpengaruh terhadap keputusan pembelian pada konsumen yourdose indonesia, copywriting berpengaruh positif dan signifikan terhadap brand awareness pada konsumen yourdose indonesia dan brand awareness tidak berpengaruh terhadap keputusan pembelian pada konsumen yourdose indonesia.
Kata kunci: Konten, Copywriting, Kesadaran Merek, Keputusan Pembelian
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Song, Fangtong. "Optimizing User Experience: AI- Generated Copywriting and Media Integration with ChatGPT on Xiaohongshu." Communications in Humanities Research 18, no. 1 (December 7, 2023): 215–21. http://dx.doi.org/10.54254/2753-7064/18/20231174.
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With the rapid advancement of artificial intelligence, ChatGPT has established itself as a pivotal landmark in Artificial Intelligence Generated Content (AIGC). Recently, an intriguing phenomenon has surfaced in the Xiaohongshu, where bloggers have harnessed the potential of ChatGPT to craft copywriting for their blogs. To their amazement, these AI-generated textual pieces have garnered substantial appreciation regarding likes and attention. This prompts an inquiry into whether the infusion of AI-generated copywriting has initiated an impact on the conventional manual copywriting market and whether it has contributed significantly to the promotion of media integration. This study adopts the user experience as its foundational premise based on this consideration. Employing a qualitative research methodology through in-depth interviews, it endeavors to dissect and evaluate whether the deployment of AI-generated copywriting on the Xiaohongshu platform has ushered in favorable repercussions for media integration. Furthermore, this exploration aims to provide more profound insights into the future development of media.
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Mayasari, Ernik Anisa, Yudiarto Perdana Putra, and Nindi vaulia Puspita. "Pengaruh Copywriting terhadap Minat Beli Konsumen Food and Beverage dimediasi Brand Awareness pada Pengguna Instagram di Kediri." Accounting and Management Journal 7, no. 2 (December 8, 2023): 63–71. http://dx.doi.org/10.33086/amj.v7i2.4959.
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This study aims to determine the effect of copywriting on consumer buying interest, foodand beverage mediated by brand awareness in Instagram users in Kediri. The influence you want toknow is both direct and indirect. This type of research is explanatory research that explains theposition between hypothesized variables. This study used a sample of 96 respondents. Samplingusing purposive sampling techniques with the characteristics of active Instagram users andfollowers of Instagram accounts related to food and beverage. The data collection technique used inthis study is by using questionnaires distributed through google forms, while data analysis uses thepath analysis method with the help of SmartPLS analysis tools. The results of this test can be concluded that copywriting (X) has a significant influence on brand awareness (Z). Brandawareness (Z) also has a significant influence on buying interest (Y). While copywriting (X) has aninsignificant influence on buying interest (Y). The test results also show that copywriting (X) hasan indirect influence on buying interest (Y) mediated by brand awareness (Z).
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Jayantini, I. Gusti Agung Sri Rwa, Putu Desi Anggerina Hikmaharyanti, Ni Made Verayanti Utami, Ni Nyoman Deni Ariyaningsih, and I. Dewa Ayu Salsa Bila Ninda Pradevi. "PELATIHAN COPYWRITING UNTUK GENERASI HUSTLING." SWARNA: Jurnal Pengabdian Kepada Masyarakat 2, no. 4 (April 24, 2023): 434–41. http://dx.doi.org/10.55681/swarna.v2i4.477.
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Digital transformation has been sounding since 2021 and massive improvement is still being conducted after the outbreak. The transformation cannot be separated from the use of language as the media in linking the demand and supply, given that copywriting skill is urgently needed as many people enjoy content. By organizing workshop on copywriting skill, the goal of supporting side hustler to get the opportunity in this field was gratefully achieved. A day workshop collaborated with Badan Kreatif Denpasar (Denpasar Creative Agency) has raised the confidence of youth as the target to elicit their passion in copywriting. The impact of the workshop is positively encouraging the youth passion in having remote working as their dominant personality trait.
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Bima Cinintya Pratama, Maulida Nurul Innayah, and Miftahul Furqon. "Improving MSMEs' Networking through Digital Marketing: The Role of Copywriting." Indonesian Journal of Business Analytics 3, no. 3 (June 29, 2023): 673–80. http://dx.doi.org/10.55927/ijba.v3i3.4588.
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In today's digital era, digital marketing is one of the keys to business success. One of the applications of digital marketing is copywriting techniques. This community service activity aims to increase knowledge, understanding, and implementation of information technology for digital marketing activities for MSMEs in Banyumas Regency. From preliminary interviews with MSME managing partners, several main problems were identified in marketing their business, including understanding digital marketing, techniques to increase online sales and product reputation. According to the needs of these participants, this activity explains digital marketing. In addition, this community service activity also emphasizes the importance of using English in digital marketing. The stages of implementing Community Service are providing knowledge about digital marketing, understanding copywriting, and practicing making English copywriting. This activity uses lecture methods, tutorials, discussions, and practices through Aisyiyah Entrepreneurial School activities. The activity results are evaluated through questions and answers with participants. The results of this activity are expected to show that MSME participants have started to apply English copywriting techniques to run their businesses.
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Permatasari, Berlintina, Jaelani Jaelani, Suprayogi Suprayogi, and Camelia Camelia. "Penerapan Copywriting Untuk Optimalisasi Digital Marketing Bagi Guru SMK Kridawisata Bandar Lampung." Society : Jurnal Pengabdian Masyarakat 2, no. 4 (July 31, 2023): 191–97. http://dx.doi.org/10.55824/jpm.v2i4.317.
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One of the successful points of digital marketers is their ability to maximize product and service promotion techniques using digital distribution channels such as websites, ad words, email, and various other social networks. Tourism vocational high school graduates are expected to be successful in the business world where they must be equipped with good marketing skills. Considering the importance of a marketer having copywriting skills, copywriting training is needed for them. The method used is the ABCD approach where the asset in this community is the SMK Kridawisata Bandar Lampung students who have started entrepreneurship. This activity was carried out directly in the form of basic marketing theory and ad copywriting training for the teacher of the school so that they can introduce digital marketing to their students. This training activity was carried out at SMK Kridawisata Bandar Lampung. The results of the activity show that there has been an increase in language and copywriting skills from each participant, where the most mastered skill on average is writing AIDA.
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Badrutdinova, L. A., and T. T. Sidelnikova. "Political copywriting: сoncept and approaches." KAZAN SOCIIALLY-HUMANITARIAN BULLETIN 7, no. 1 (February 2016): 4–7. http://dx.doi.org/10.24153/2079-5912-2016-7-1-4-7.
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Tobin, Norman, and Pat Quinn. "The Secrets of Successful Copywriting." Journal of the Operational Research Society 38, no. 5 (May 1987): 465. http://dx.doi.org/10.2307/2582737.
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Tobin, Norman. "The Secrets of Successful Copywriting." Journal of the Operational Research Society 38, no. 5 (May 1987): 465. http://dx.doi.org/10.1057/jors.1987.76.
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Ivanova, Iva. "Rhetorical tools in multimodal copywriting texts." Media and Language Journal 1, no. 13 (April 28, 2022): 65–80. http://dx.doi.org/10.58894/vfyc8014.
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The article is focused on two main aspects of copywriting texts - multimodality and rhetoric in order to outline the theoretical framework of these concepts and demonstrate their role as a tool for creating effective communicative messages. The analysis provided grounds for the following conclusions: The communicative effectiveness of multimodal copywriting texts directly depends on the correct combination of rhetorical tools with the other components of the multimodal text; taking into account the characteristics of the audience; the achievement of synchronicity between expressiveness and comprehensibility, between informativeness and emotionality within the text. The rhetorical tools commented in the article, combined with a methodological approach that takes into account the multimodal nature of copywriting texts, can draw guidelines for creating effective communicative models applicable in all spheres of modern communication.
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Карпов, Эрнест Сергеевич, and Дарья Владимировна Мультановская. "ON THE PROBLEM OF APPLYING THE TERMINOLOGICAL APPARATUS OF RHETORIC TO COPYWRITING TEXTS IN MODERN MEDIA." Вестник Тверского государственного университета. Серия: Филология, no. 3(74) (September 29, 2022): 216–22. http://dx.doi.org/10.26456/vtfilol/2022.3.216.
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Статья посвящена рассмотрению текстов копирайтинга через призму терминологического и методологического аппарата классической риторики. Рассмотрены основные характеристики текстов копирайтинга, предложена методология их анализа и техники порождения текстов. The article is devoted to the consideration of copywriting texts through the prism of the terminological and methodological apparatus of classical rhetoric. The main characteristics of copywriting texts are considered, a methodology for their analysis and techniques for generating texts is proposed.
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Widayani, Anna, Rani Arifah Normawati, and Heri Priya Waspada. "SCALE UP KOMERSIALISAI PRODUK KAMPUNG OPAK GAMBIR DENGAN PEMANFAATAN DIGITAL MARKETING MELALUI PESAN VISUAL, COPYWRITING DAN SEO." SELAPARANG: Jurnal Pengabdian Masyarakat Berkemajuan 7, no. 3 (September 21, 2023): 1916. http://dx.doi.org/10.31764/jpmb.v7i3.16948.
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ABSTRAKKampung Opak Gambir, juga dikenal dengan kampung kreatif, terbentuk karena masyarakat di daerah tersebut mayoritas menjalankan Industri Rumah Tangga (IRT) dalam pembuatan opak gambir. Para pelaku usaha di kampung ini telah berusaha mengembangkan pasar dengan memanfaatkan teknologi digital, termasuk sosial media dan Google My Business. Namun, mereka menghadapi kendala karena kurangnya pengetahuan dalam mengoptimalkan digital marketing. Oleh karena itu, dilakukan upaya pendampingan dalam rangka scale up komersialisasi produk Kampung Opak Gambir. Pendampingan ini dilakukan dengan fokus pada peningkatan pengetahuan digital marketing melalui pesan visual, copywriting, dan SEO. Dengan pendampingan ini diharapkan ketrampilan para mitra dalam melakukan promosi secara digital meningkat. Pengabdian ini juga mengikutsertakan mahasiswa MBKM, yaitu mahasiswa Prodi Operasionalisasi Perkantoran Digital Akademi Komunitas Negeri Blitar untuk melakukan pendampingan di tempat mitra. Metode dalam pengabdian masyarakat ini adalah 1). Pelatihan dan pendampingan penyampaian pesan visual melalui foto produk dan desain kemasan produk opak gambir, 2). Pelatihan dan pendampingan digital marketing untuk optimalisasi sosial media dan Google Business melalui teknik copyriting dan SEO. 3). Evaluasi dan monitoring implementasi materi pelatihan selama 2 bulan. Hasil dari kegiatan ini yaitu adanya peningkatan ketrampilan para mitra dalam melakukan promosi secara digital, khususnya ketrampilan penyampaian pesan visual melalui foto produk dan desain kemasan, ketrampilan copywriting untuk promosi dan ketrampilan dalam peningkatan SEO. Kata kunci: digital marketing; copywriting, SEO; pesan visual; opak gambir ABSTRACTKampung Opak Gambir, also known as the creative village, thrives as the majority of its residents are involved in the Home Industry specializing in crafting Opak Gambir. To expand their market, they have embraced digital technology such as social media and Google Business. Nevertheless, they encounter challenges stemming from their limited knowledge in optimizing digital marketing. To address this, we provide support and enhance the commercialization of Kampung Opak Gambir's products. The focus of this assistance lies in elevating digital marketing expertise through visual messaging, copywriting, and SEO. By receiving guidance in these areas, the partners are expected to bolster their digital promotion skills. Notably, MBKM students from Operasionalisasi Perkantoran Digital Akademi Komunitas Negeri Blitar actively participate in this initiative. The community service employs three key methods: 1) Training and mentoring on conveying visual messages via product photography and packaging design for gambir wrappers; 2) Training and mentoring in digital marketing, optimizing social media and Google Business using copywriting and SEO techniques; 3) A two-month evaluation and monitoring of training material implementation. The results of this program are evident in the partners' enhanced digital promotion skills, particularly in visual messaging through product photography and packaging design, as well as improved copywriting proficiency for effective promotion and SEO capabilities. Keywords: digital marketing; copywriting; SEO, visual messages; opak gambir
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Rosenquist, Rod. "Copywriting Gertrude Stein: Advertising, Anonymity, Autobiography." Modernist Cultures 11, no. 3 (November 2016): 331–50. http://dx.doi.org/10.3366/mod.2016.0144.
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This article traces the parallel, though in some ways inverted, early careers of Gertrude Stein and Helen Woodward: one a celebrated but little-read modernist author and the other a widely-read but largely anonymous copywriter. The first section draws comparisons between early twentieth-century changes in advertising copy and Stein's literary innovations, focusing on the techniques used by Stein and copywriters like Woodward to direct attention to ordinary objects or promote branded products by appealing to the individual reader's experience and subjectivity. The second section goes on to consider the contrasting definitions and public expectations of the author within the contexts of high modernism and modern advertising, respectively. The article concludes with brief analysis of the techniques of attribution, promotion and anonymity within the autobiographies of these two writers, suggesting that the contrast in approaches to life writing were largely due to how creative and corporate authors held highly contrasting public positions in early twentieth-century America.
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Zhang, Xueying, Yanyan Zou, Hainan Zhang, Jing Zhou, Shiliang Diao, Jiajia Chen, Zhuoye Ding, et al. "Automatic Product Copywriting for E-commerce." Proceedings of the AAAI Conference on Artificial Intelligence 36, no. 11 (June 28, 2022): 12423–31. http://dx.doi.org/10.1609/aaai.v36i11.21508.
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Product copywriting is a critical component of e-commerce recommendation platforms. It aims to attract users' interest and improve user experience by highlighting product characteristics with textual descriptions. In this paper, we report our experience deploying the proposed Automatic Product Copywriting Generation (APCG) system into the JD.com e-commerce product recommendation platform. It consists of two main components: 1) natural language generation, which is built from a transformer-pointer network and a pre-trained sequence-to-sequence model based on millions of training data from our in-house platform; and 2) copywriting quality control, which is based on both automatic evaluation and human screening. For selected domains, the models are trained and updated daily with the updated training data. In addition, the model is also used as a real-time writing assistant tool on our live broadcast platform. The APCG system has been deployed in JD.com since Feb 2021. By Sep 2021, it has generated 2.53 million product descriptions, and improved the overall averaged click-through rate (CTR) and the Conversion Rate (CVR) by 4.22% and 3.61%, compared to baselines, respectively on a year-on-year basis. The accumulated Gross Merchandise Volume (GMV) made by our system is improved by 213.42%, compared to the number in Feb 2021.
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Feasley, Florence G. "Copywriting and the Prose of Hemingway." Journalism Quarterly 62, no. 1 (March 1985): 121–26. http://dx.doi.org/10.1177/107769908506200119.
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McAdams, Kathy, and John Sweeney. "Copywriting and newswriting need similar skills." Journalism Educator 41, no. 4 (December 1986): 38–40. http://dx.doi.org/10.1177/107769588604100410.
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Keding, Ann. "Teach Concepts before Teaching Ad Copywriting." Journalism Educator 43, no. 2 (June 1988): 105–7. http://dx.doi.org/10.1177/107769588804300229.
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McCann, Guy. "Client Contacts Improve Quality of Copywriting." Journalism Educator 43, no. 2 (June 1988): 108–9. http://dx.doi.org/10.1177/107769588804300230.
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Winda Kustiawan, Anissa Rahmadhani, Nadya Syakilah, Novi Lestari, Rizqi Ramadhani Siregar, and Tasya Salsabila. "COPYWRITING STYLE DAN STRUKTUR NASKAH RADIO." Jurnal Ilmiah Teknik Informatika dan Komunikasi 2, no. 3 (December 31, 2022): 36–43. http://dx.doi.org/10.55606/juitik.v2i3.343.
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The technology of sending signals by way of modulation as well as electromagnetic radiation with waves that travel through the air and produce sound is the meaning of radio. In broadcasting, scripts and writing are needed so that they are pleasing to the ear and also structured. In the process of writing copywriting, Style is needed so that the advertisements shown on the radio can be absorbed by listeners and are moved to buy the product being advertised and cause an action. Because radio only relies on audio, the sentence structure must be precise and there is a script structure that is being discussed so that it is good. Using research methods sourced from books and the internet. The essence of Copywriting style and the structure of discussion scripts on radio is to hone writing and editing skills in radio scripts.
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Blynova, N., N. Polishko, and A. Mykhailova. "Image copywriting : genres and methods of creating the image texts." Communications and Communicative Technologies, no. 20 (February 20, 2020): 100–106. http://dx.doi.org/10.15421/292015.
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The specificity of image copywriting, the features of storytelling as a method of writing image materials are considered. Image copywriting involves the creation of texts that shape and enshrine the image of the brand, the person and the service in the consumer’s mind. Historically, in Ukraine image texts were first circulated through the traditional and electronic media, and with the development of network communication an active functioning of such texts started on Internet, which proved its extraordinary effectiveness precisely when reaching the network audience.
At the same time, the text does not only emphasize the positive aspects of the institution, product or service, does not call for something to buy or order. This is its key difference from the Direct-Response copywriting materials. Image copywriting has much in common with such journalistic genres as: review, press release, interview, biography, invitation, expert opinion, media statement. In the web space, the most prominent examples of the implementation of the image copywriting is the section "About Us", which is mandatory for many companies' sites, and is obligatory for any resource “Home” page.Today, the most commercially viable way of writing image texts is storytelling. It was first approached in the early 2010s in the New York Times. Simply and unobtrusively speaking about yourself, the company and the product is the best way to establish a connection with the consumer and the market is. A professionally created story not only create big interest but also arouse empathy in the readers, who begin to agree with the author. The unobtrusive presentation of information leads to the goal set by marketers: it is up to the individual to decide how to treat the material. Today, special storytelling techniques are being developed and actively operating to help copywriters to create image text of high quality.Such materials increase the trust of the target audience to the object of the image campaign, have lasting effect and remarkable commercial results.
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Jesslyn and Glorya Agustiningsih. "APPLICATION OF COPYWRITING ELEMENTS IN SOCIAL MEDIA ADVERTISING DRINKING PRODUCTS NOW IN CREATING CONSUMER INTEREST." Jurnal Komunikasi dan Bisnis 9, no. 1 (May 17, 2021): 55–67. http://dx.doi.org/10.46806/jkb.v9i1.678.
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ABSTRACT
Advertising in social media is becoming a trend in business circles. One of the ways is to create creative content in social media in order to attract target market’s attention. Creative content is a form of content which is currently being developed on social media, especially Instagram. Diverse forms of creative contents can be found easily on Instagram accounts. One of them is creative contents uploaded by @xingfutang_indonesia on Instagram. Creative content creation cannot be separated from visual and copywriting elemts. In this case, copywriting becomes important in providing information to the target market. Referring to the concept, this study aims to determine the applied elements of copywriting which include headline and slogans, company taglines, and call to action used in creative contents on @xingfutang_indonesia account on Instagram. The research method used is a descriptive qualitative approach with content collection documentation and interviews as data collection techniques. The results of the research are beneficial for the scientific development of the field of communication, especially for the advertising industry in a practical way.
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Ririd, Ariadi Retno Tri Hayati, Candra Bella Vista, Wilda Imama Sabilla, Habibie Ed Dien, and Rosa Andrie Asmara. "WORKSHOP OPTIMALISASI DIGITAL MARKETING UNTUK PELAKU UMKM PADA LAPAK BERKAH PKK, DI DESA TOYOMARTO SINGOSARI, KABUPATEN MALANG." Kumawula: Jurnal Pengabdian Kepada Masyarakat 5, no. 1 (April 3, 2022): 149. http://dx.doi.org/10.24198/kumawula.v5i1.36115.
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Digital marketing (pemasaran digital) menjadi hal yang diperlukan untuk sebuah usaha untuk menjangkau pasar yang lebih luas. Terlebih lagi di masa pandemi, penggunaan media digital dalam memasarkan produk penting untuk mempertahankan penjualan yang mulai beralih ke sistem daring. Kelompok UMKM di Lapak Berkah PKK Desa Toyomarto merupakan salah satu dari pelaku UMKM yang tergolong belum maksimal dalam pemanfaatan media internet sebagai sarana promosi dan pemasaran produknya. Padahal tantangan terbesar yang dihadapi oleh UMKM adalah terkait dengan inovasi produk dan cara pemasaran yang efektif. Workshop optimalisasi digital marketing disampaikan ke mitra dengan materi copywriting dan pembuatan desain pemasaran produk. Copywriting merupakan keterampilan menulis naskah iklan untuk menarik minat konsumen terhadap suatu produk. Kemampuan copywriting dalam pemasaran digital juga menjadi satu aspek penunjang yang sangat penting. Selain itu pembuatan desain pemasaran produk akan menambah daya tarik produk untuk memperoleh lebih banyak konsumen. Diharapkan kelompok UMKM di Lapak Berkah PKK Desa Toyomarto mendapatkan manfaat dari meningkatnya kualitas pengetahuan dan penguasaan sumber daya manusia dalam penggunaan teknologi informasi dalam mengoptimalkan pemasaran digital.
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Hidayah, Nurdin, Sugeng Hermanto, Herlan Suherlan, Rachmat Syam, and Raden Fajar Widiarrachman. "Evaluation of Pandanrejo website content using a copywriting approach in Pandanrejo Tourism Village, Central Java." Jurnal Pariwisata Pesona 8, no. 2 (December 31, 2023): 268–76. http://dx.doi.org/10.26905/jpp.v8i2.9001.
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The website is a media that acts as the backbone of digital marketing in a tourism village. As the spearhead of digital media and sales channels, the tourism village website must always be optimized so that it always has a high conversion rate. Copywriting is a technique for writing content in digital media that is widely used practically in increasing conversion rates. This study aims to evaluate the Pandanrejo Tourism Village website as an information base for formulating conversion rate optimization (CRO) at a later stage. This study uses a qualitative approach with several collection methods, namely by conducting interviews with website managers, copywriting experts and website-based information system experts, making direct observations of the Pandanrejo’s website, and reviewing the literature. To produce valid information and results, the data was analyzed by confirming between informants and references to the literature. The results obtained from this study indicate that the Pandanrejo Tourism Village website content does not yet have a touch of copywriting elements through the AIDA formula.
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Anindya, Widya Dara. "Strategi Menulis Teks Promosi (Copywriting) di Instagram untuk Meningkatkan Penjualan Onlineshop." JAST : Jurnal Aplikasi Sains dan Teknologi 5, no. 2 (January 5, 2022): 148–55. http://dx.doi.org/10.33366/jast.v5i2.2720.
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The struggle of finding a job during the Covid-19 pandemic and social restrictions makes people more creative in looking for opportunities to improve the household economy, online selling on Instagram. Unfortunately, many sellers do not understand the effective way of online selling. Most sellers upload the product images without adding the promotional text in Instagram's caption. The purpose of the program is to understand online shop owners on the importance of writing promotional text (copywriting) on Instagram captions to increase product sales. This program was carried out online, namely using a zoom meeting, so it is hoped that it can reach more online sellers and avoid direct interactions to break the chain of spreading the Covid-19 virus. This activity was addressed for online shop owners, whose products are clothes, shirts, skincare, and other women's products. There were 65 participants from East Java, such as from Surabaya, Sidoarjo, Gresik, Tuban, Tulungagung, Madiun, Jember, Banyuwangi and also from Bandung, West Java that attended the program. Online shop owners can understand how to write attractive copywriting and practice the copywriting technique on Instagram captions by participating in this program. Writing Instagram captions can attract engagement of customers so that it can increase the Instagram traffic. As a result, there was an increase in sales and an expansion of the online shop marketing network.ABSTRAKSulitnya mencari pekerjaan di tengah pandemi Covid-19 dan adanya pembatasan sosial menjadikan masyarakat semakin kreatif mencari peluang guna meningkatkan perekonomian keluarga, salah satunya dengan cara berjualan online di Instagram. Sayangnya, banyak yang tidak memahami kiat- kiat berjualan online. Kebanyakan penjual cenderung mengunggah gambar produk saja tanpa menuliskan teks promosi di caption instagram. Tujuan kegiatan ini yaitu memberikan pemahaman tentang pentingnya menulis teks promosi (copywriting) di caption Instagram kepada pemilik onlineshop untuk dapat meningkatkan penjualan produk. Kegiatan ini dilaksanakan secara daring yaitu menggunakan zoom meeting, sehingga diharapkan dapat menjangkau lebih banyak penjual online serta dapat mengurangi interaksi secara langsung dalam rangka memutus rantai penyebaran virus Covid-19. Kegiatan ini ditujukan kepada pemilik onlineshop yang menjual produk makanan, pakaian, skincare ataupun produk- produk wanita lainnya. Terdapat 65 mitra yang mengikuti kegiatan ini, yang berasal dari beberapa daerah di Jawa Timur, seperti Surabaya, Sidoarjo, Gresik, Tuban, Tulungagung, Madiun, Jember, Banyuwangi dan dari Jawa Barat yaitu dari Bandung. Dengan mengikuti kegiatan ini, para pemilik onlineshop mendapatkan pemahaman dan pengetahuan mengenai penulisan teks promosi (copywriting) yang dapat menarik minat pembeli serta dapat mempraktikkan penulisan teks promosi (copywriting) di caption Instagram. Penulisan caption Instagram dapat memancing engagement dari pelanggan sehingga dapat meningkatkan traffic Instagram. Hasilnya, terjadi peningkatan penjualan dan perluasan jaringan pemasaran onlineshop.
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Mardiyantoro, Nahar. "PENERAPAN METODE PROBABILISTIC PARSING SEBAGAI PENDETEKSI POLA KALIMAT HEADLINE COPYWRITING DALAM APLIKASI NATURAL LANGUAGE PROCESSING." Jurnal Penelitian dan Pengabdian Kepada Masyarakat UNSIQ 5, no. 1 (January 30, 2018): 82–88. http://dx.doi.org/10.32699/ppkm.v5i1.452.
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Dalam ilmu copywriting terdapat formula RTO untuk menyusun headline yang tepat. Sedangkan pada ilmu computer terdapat pemrosesan bahasa alami atau lebih dikenal dengan Natural Language Processing (NLP) sebagai pengenalan tata bahasa.sehingga pada penelitian ini masalah yang diangkat adalah bagaimana merancang dan membangun aplikasi NLP untuk mengetahui pola kalimat dalam headline copywriting dengan metode probabilistic. Penelitian ini diselesaikan dengan menggunakan metode pengambangan system waterfall dan algoritma yang diterapkan adalah CYK dengan tahapan mengidentifikasi jenis kata dan identifikasi pola kalimat.setelah aplikasi selesai dibangun, kemudian diuji dengan testcase uji blackbox yang menghasilkan 100% navigasi dan fungsi berjalan sesuai dengan rancangan.
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Susanti, Dwi, Prihatin Dwihantoro, Fadillah Sandy, and Lintang Muliawanti. "Social media for social movement: A social media training for Turun Tangan Organization." Community Empowerment 7, no. 8 (August 31, 2022): 1429–36. http://dx.doi.org/10.31603/ce.7673.
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Social media grow rapidly and encourage people to access the information in a quick way. Turun Tangan is a non-profit organization and used social media as tools to share information and expand its network. As such, a social media training is very needed. The training was conducted in three sections, Digital Literacy Skills seminar, Digital Content Creation training, and Copywriting training. The training was held online and there were 100 Turun Tangan volunteers participated in the program. From the training, they get information about basic digital literacy skills and upgrade their digital skills in creating creative digital content and copywriting.
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Wazdi, Adi Indradi, and Gadis Aisya Aprilia. "Pelatihan Copywriting untuk Optimalisasi Pemasaran Digital Kepada SMK Bakti Nusantara 666 Kabupaten Bandung." Jurnal AbdiMU (Pengabdian kepada Masyarakat) 2, no. 2 (December 30, 2022): 62–69. http://dx.doi.org/10.32627/abdimu.v2i2.617.
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One of the standard of a successful digital marketing campaign, is being able to maximize product and service promotion techniques using digital distribution channels such as; websites, Adwords, email or various other social network platforms. One of the ideal requirement of SMK graduates is able to succeed in the business world, therefore they must be equipped with good marketing skills. Seeing the importance of a marketer having Copywriting skills, Copywriting training is needed for them. The method used is the ABCD approach where the "assets" itself are the students of SMK Bakti Nusantara 666 whom have their own start up business. The training is carried out in the form of giving a basic marketing knowledge and giving them a set of training in how to write an attractive ad script and creating article’s titles by using a set of keywords, which had a high ranking in the Google search engine. The training itself was done in two days at school and Ma’soem University Language Center Laboratorium. From the said training, it could be concluded that, indeed, there is an increase in language skills and copywriting of each participant. And the average skill mastered by participants was writing CTA.
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Bangun, Dwi Agnes Natalia, Tiyas Maheni, Paramita Putri Arini, Salwa Arini Pangabean, Dayanah Zahirah, and Resti Dyah Kusumaasri. "Proses Semiosis pada Desain Kemasan dengan Elemen Storytelling dalam Label Kemasan Jagad Sambel." Nirmana 24, no. 1 (January 29, 2024): 1–9. http://dx.doi.org/10.9744/nirmana.24.1.1-9.
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Storytelling pada desain kemasan dapat mempengaruhi keputusan pembelian dan memperkuat brand image sehingga dapat menjadi taktik pemasaran produk. Desain label kemasan Jagad Sambel dirancang dengan penerapan teori semiotika dan menghasilkan desain kemasan ilustratif dengan elemen storytelling. Untuk mengetahui proses semiosis dalam desain kemasan Jagad Sambel dilakukan metode penelitian kualitatif deskriptif dengan pendekatan analisis semiotika model triadik Charles Sanders Peirce. Objek yang diamati adalah desain label kemasan Jagad Sambel varian sambal cumi yang kemudian dilakukan analisis semiotika visual pada logo, ilustrasi, copywriting, dan warna. Adapun tingkat semiotik di mana proses semiosis terjadi dalam desain kemasan Jagad Sambel dapat digambarkan dalam: 1) gambar yang mudah diidentifikasi, penggunan copywriting dalam bahasa Indonesia yang mudah dipahami, dan pengaturan tata letak elemen-elemen desain yang terstruktur; 2) relasi antara ilustrasi, logo, dan copywriting yang mengandung makna pesan berupa brand positioning; 3) penggunaan gaya bahasa sehari-hari dan penggunaan flat illustration dengan warna cerah ilustrasi yang disesuaikan dengan segmentasi target anak muda, dan makna desain kemasan secara keseluruhan yaitu memberi persepsi Jagad Sambel adalah produk sambel pedas untuk anak muda yang dapat memberi keberanian untuk menghadapi tantangan. Penerapan semiotika dalam proses perancangan storytelling pada desain kemasan dapat membantu menciptakan interpretasi yang jelas dan tidak multipersepsi.
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Marsh, Charles. "Aristotelian Causal Analysis and Creativity in Copywriting." Written Communication 24, no. 2 (April 2007): 168–87. http://dx.doi.org/10.1177/0741088306298811.
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Apriola, Vinna. "PENGEMBANGAN MODEL PEMELAJARAN CERITA RAKYAT MELALUI COPYWRITING." Diksa : Pendidikan Bahasa dan Sastra Indonesia 1, no. 1 (June 20, 2015): 45–51. http://dx.doi.org/10.33369/diksa.v1i1.3141.
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Development model this folklore Iesson is background by writer desire which have profession as teacher to bear special Iesson model this subject and of a kind, bearing better Iesson condition in student easiness and class to fond of to read folklore.This research And development aim to give information about existence one of effective Iesson model in course of folklore Iesson to Indonesian teacher, and as positive input in development model folklore Iesson for the sake of furthermore. This Research type is research qualitative using method R&D (Research And Development). Research checking and developing folklore Iesson model in class.This Research instrument is interview do not the structure, and respon assessment enquette addressed to coleage and student as valid determinant of product, and also the field note hit things that happened in product test in class.This Research data is product in the form of substance teach to print containing of development execution guide model folklore Iesson of through copywriting which tried with instrument. Result obtained from research product test applied in class XI IPS 3 SMA Plus Negeri 7 Kota Bengkulu in teaching year 2012 on Wednesday, 16 May 2012 beating 08.45-10.15 WIB is effective, according to, and draw.
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Roldan, Cheselle Jan, Yogi Tri Prasetyo, Ardvin Kester S. Ong, Irene Dyah Ayuwati, Satria Fadil Persada, and Reny Nadlifatin. "Copywriters’ preference evaluation on online copywriting course attributes during the COVID-19 pandemic." PLOS ONE 19, no. 5 (May 23, 2024): e0292467. http://dx.doi.org/10.1371/journal.pone.0292467.
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Copywriting online course has become a famous online training over the past years and the reliance on online courses increased even during the COVID-19 pandemic. In recent years, online courses have become a popular training platform, especially for copywriting courses. The demand for online courses increased during the COVID-19 pandemic, prompting the need to optimize the learning experience of an online course’s target audience. This study aimed to determine the combination of online course attributes most preferred by Filipino copywriters such as course style, payment method, course delivery, module duration, and course type. 292 Filipino copywriters from a leading Philippine-based copywriting group voluntarily participated in this study and answered an online questionnaire quantitative survey which was distributed using the purposive sampling method. Conjoint Analysis with an orthogonal design revealed that copywriters consider the course style attribute as the most important (46.007%), followed by payment method (18.236%), and course delivery (15.435%). Module duration (10.489%) and while the course type (9.833%) were was the least considered attribute of an online course. The result shows that Filipino copywriters prefer an intermediate-level video course on a Facebook group that lasts 1 to 3 hours per module and is paid per course for a total utility score of 0.281, while the least preferred combination was a beginner-level audiobook course that lasts less than 30 minutes per module, delivered via email, and paid per module, for a total utility score of -0.281. This study is the first study that analyzed the copywriters’ preference for online copywriting course attributes during the COVID-19 pandemic. The findings of this study are beneficial to online course creators who are targeting copywriters. Finally, the result of this study can be expanded further to other online courses worldwide.
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Alimin, Jeffri, Viny Christanti Mawardi, and Novario Jaya Perdana. "APLIKASI PENDETEKSI POLA KALIMAT HEADLINE COPYWRITING DENGAN METODE SHIFT REDUCE PARSING." Jurnal Ilmu Komputer dan Sistem Informasi 9, no. 1 (January 18, 2021): 123. http://dx.doi.org/10.24912/jiksi.v9i1.11579.
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This research aims to produce an application that assesses copywriting headline sentences with correct grammar and word mismatches. Copywriting is an activity of a work through writing to made the readers get response that the writers want to convey and in it there is one of the constituent elements, namely the headline which is a sentence that will be seen first before reading the main content of the work and in the headline there is an RTO formula for making it.In this research, the problem raised was implementing the shift reduce parsing method as a detection of sentence patterns and grammar in the headline copywriting from the preprocessing stage which provides part-of-speech (POS) labels using the HMM model with an accuracy value of 94.69% to the steps parsing and grading of sentences. In making this application, the SDLC waterfall model is carried out in a sequence of several processes in stages in designing and developing a system.The result of this research is an application with the form of a web framework using ASP.net as a web interface. After the application has been built, it will be tested using the blackbox test which results in 98% successful parsing that goes according to design.
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Putri, Meira Anggia. "GAYA BAHASA KIASAN DALAM WACANA IKLAN JEPANG." Lingua Didaktika: Jurnal Bahasa dan Pembelajaran Bahasa 9, no. 1 (December 15, 2015): 30. http://dx.doi.org/10.24036/ld.v9i1.6258.
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Japan is the land of industry which produces many kind of products. To market their product one of the effective ways is by using advertisement. Advertisement is something that we always see in our daily life. We can find it anywhere, at the billboard, television, magazine, newspaper, radio, etc. Since the objective of any type of advertising is to persuade the public to buy product or service, advertiser uses many ways to convey his product message, one of them is by using figurative language. Figurative language is language that is used in an exaggerated fashion to represent an idea. Figurative language in advertising is used to help the consumer picture himself benefiting from the product or service being mentioned. Based on Abrams theory, figurative language divided into two classes: figures of thought and figures of speech. Figures of thought grouped into five, they are simile, metaphor, metonymy, synecdoche, and personification. Japanese advertisers often use this figures of thought to their ads. This paper discusses about figures of thought in Japanese ad copywriting. The purpose of this paper is to analyze the use of figures of thought in Japanese ad Copywriting for knowing the message it contains.Keywords: Japanese advertising, copywriting, figurative language, figures of thought.
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Cestaro, Bruna Aparecida, Bruno Borbone Luiz, Gabriel Alves, Nelson Augusto Claro de Souza, and Rita de Cássia Arantes. "A APLICAÇÃO DA TÉCNICA COPYWRITING EM UMA EMPRESA DIGITAL / THE APPLICATION OF THE COPYWRITING TECHNIQUE IN A DIGITAL COMPANY." Brazilian Journal of Development 6, no. 10 (2020): 78965–79. http://dx.doi.org/10.34117/bjdv6n10-360.
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