The effectiveness of digital campaign for Aqua new segmentation

Peauli, Malau Natasha Ruth (2018) The effectiveness of digital campaign for Aqua new segmentation. Bachelor thesis, Universitas Pelita harapan.

Full text not available from this repository.

Abstract

Advertising gives impact to create brand awareness. AQUA is a pioneer of packed mineral water brand in Indonesia. To create brand awareness and compete with its competitor, AQUA adopts new segmentation as their base on creating TVC and digital videos for 2018. This internship program started from January 5th to April 5th 2018, in form of the student observation and experience at Danone AQUA had purpose of analyzing which segment has the most viewers and highest engagement on AQUA's social media, specifically on YouTube and Facebook. The new segment of AQUA consists six different profiles: Culinary Experience Seeker, Travel Swain, View Finder Youngster, Home Fine Dining, Look Good Feel Good, and Tech Literate. Therefore, the student also compares AQUA's TVC and digital video number of views with its competitor in order to analyze the effectiveness of this new segment.

Item Type: Thesis (Bachelor)
Creators:
CreatorsNIMEmail
Peauli, Malau Natasha RuthNIM00000008298UNSPECIFIED
Contributors:
ContributionContributorsNIDN/NIDKEmail
Thesis advisorPurba, John TampilNIDN0320086205john.purba@uph.edu
Thesis advisorWijayanti, Cynthia AnnaNIDN0304097605cynthia.wijayanti@uph.edu
Additional Information: SK 11-14 PEA e ; 31001000081019
Uncontrolled Keywords: marketing; advertising; tvc; digital video.
Subjects: H Social Sciences > HD Industries. Land use. Labor > HD28 Management. Industrial Management
Divisions: University Subject > Current > Faculty/School - UPH Karawaci > Business School > Management
Current > Faculty/School - UPH Karawaci > Business School > Management
Depositing User: Mrs Veronica Fitri Astuti
Date Deposited: 03 May 2021 07:05
Last Modified: 04 Dec 2023 04:38
URI: http://repository.uph.edu/id/eprint/22219

Actions (login required)

View Item View Item
Universitas Pelita Harapan Institutional Repository is powered by EPrints 3 which is developed by the School of Electronics and Computer Science at the University of Southampton. More information and software credits.