Creative Strategies and Print Media Design for Advertising and Public Relations in the Digital Era

Abstract

                    The objectives of this research were 1) to find strategies for creating and designing digital print media for advertising and public relations, and 2) to identify the success factors of the creation and design digital of print media for advertising and public relations. It is qualitative research using in-depth interviews and selecting a purposive sample of 15 professional creative director and digital print media designers with at least five years of experience in digital print media design.

              The research found that, the strategies for creating digital print media for advertising and public relations in the digital era consisted of 6 strategies, namely 1) present product strength, 2) creating consistency with target, 3) creating strengths connect to product, 4) Based on competitors, 5) Product Differentiation and 6) Ridins the wave. In terms of digital print media design, advertising, and public relations techniques are commonly used in the digital age. It can be divided into pre-production techniques and techniques during media production. There are three techniques before production, consisting of 1) analysis Skill, 2) design Understanding, and 3) art for aesthetics. As for the techniques during media production, there are six techniques, consisting of 1) symbolism, 2) simplicity, 3) integration, 4) contrast, 5) 3D Perspective technology), and 6) trends. Furthermore, there are six factors of success in creating and designing digital print media for advertising and public relations:1) knowledge and competence development, 2) identity, 3) connection, 4) communication skills, and 5) taste.