ABSTRACT
Many competitors require companies as advertisers to promote their products or services through advertising. One important step that is carried out in the process of making advertising is planning advertising messages. Creativity is needed to determine how advertising message is delivered so that it attracts 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 messages in various stages of response, including cognitive, affective, and behavioral stages. One of advertising media that can maximize the creativity of visual advertising is outdoor media. Outdoor advertising in the form of 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 technique of collecting data was surveys by distributing questionnaires to 100 respondents who had seen AirAsias billboard #BikinJataNyata on Jalan Asia Afrika Bandung. The results showed that variables of Divergence (X1) and Relevance (X2) simultaneously influence the Consumer Response (Y).
