the MOBILE PHONE ADVERTISING MESSAGE DESIGN: PRICING CONSIDERATIONS FOR GEN Z IN PONTIANAK

Abstract

The large population of Gen Z in Pontianak (30%) makes them a vital target market for the smartphone industry. This article examines the design of effective smartphone ad messages, particularly concerning price - a crucial factor for Gen Z. Through in-depth interviews with 20 respondents, this study reveals Gen Z's preference for informative, authentic, and interactive ads. Price is a primary consideration, where they seek advanced features and attractive designs at affordable prices. This article formulates strategies for effective ad design, including highlighting the best value, transparent price communication, relatable language, contemporary visual aesthetics, and influencer utilization. Implementing these strategies is expected to increase Gen Z's interest in Pontianak and boost smartphone sales

Keywords: Smartphone Ads, Gen Z, Pontianak, Price, Marketing Strategies.