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Penerapan Pedoman Native Advertising pada Berita Video Bersponsor di Media Otomotif Online

Nugraha, Walter Dwi Arya (2021) Penerapan Pedoman Native Advertising pada Berita Video Bersponsor di Media Otomotif Online. Bachelor Thesis thesis, Universitas Multimedia Nusantara.

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Abstract

The decline in the Indonesian automotive market in 2020 due to the Covid-19 pandemic has caused automotive manufacturers to try to increase their resale numbers. One of the ways that automotive manufacturers do to increase sales is through native advertising. Collaboration carried out by advertisers and mass media produces marketing content wrapped in news content called sponsored news. This study aims to determine the level of application of native advertising guidelines based on the International Chamber of Commerce (ICC) on sponsored news videos in online automotive media from April 2018 to March 2020 The researcher also aims to determine the rankings of Gridoto, Otomotif TV, Otorider, Otodriver, and Autonetmagz media. in implementing native advertising guidelines on sponsored news videos during the period April 2018 to March 2020. ICC is an independent organization that has the obligation to oversee the commercial sector in various countries. This study uses a quantitative content analysis research method using native advertising guidelines published by the ICC in 2015 in its document entitled Guidance on Native Advertising which is later derived into dimensions as variable operationalization. Researchers use the native advertising guidelines published by the ICC because they are slightly more complete than the 2020 Amendment of Indonesian Advertising Ethics, one of which is the disclosure that in native advertising there must be an explanation of the goods or services offered by advertisers. Through this research, it was found that the level of implementation of the native advertising guidelines was in the "Good" category with an average score of 4.62. As well as the online automotive media in Indonesia which has the highest level of implementation of the native advertising guidelines is Otomotif TV with an average scoring of 5, 52 in the "Very Good" category.

Item Type: Thesis (Bachelor Thesis)
Uncontrolled Keywords: Automotuve Journalism, Native Advertising, Media, Automotive
Subjects: 000 Computer Science, Information and General Works > 070 News Media, Journalism and Publishing > 070 News media, journalism, and publishing
P Language and Literature > PN Literature (General) > PN4699-5650 Journalism. The periodical press, etc.
Divisions: Fakultas Ilmu Komunikasi > Program Studi Jurnalistik
SWORD Depositor: mr admin umn
Depositing User: mr admin umn
Date Deposited: 27 Oct 2021 06:17
Last Modified: 27 Oct 2021 06:17
URI: http://kc.umn.ac.id/id/eprint/18311

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