STUDY CASE RE-LAUNCHING PRODUCTS BASK COLOGNE ADVERTISING CAMPAIGN IN 2009

Abstract

This research is based on the developing phenomenon of social media as a medium in conveying the ads message. its focused on Sarah Aprilias‟ image of “Bask Cologne†at re-launch campaign ads online on social media by using both of conventional media (print) and digital media (screen) that related to the creator its aim to get the point of contact the targets. Related to the goal of this research is to describe systematically the fact or a particular field accurately through holistic observation the writer used descriptive research and qualitative analysis method for analysing data by using various study; ads, imaging science, media studies and the social science related to social networking. By using them, its expected to get the result of this research comprehensive and accurate. Through mixing media, the figure of Sarah Aprilia can be visualized to be a real person as a beautiful tutor that can attract the “Bask Cologne†target audience. The power of social media influences social networking so that advertisers can maximized this power in coveying ads messages. Related to the ads strategy using “the facet Model of Effectâ€, this campaign aims to increase the awareness of “Bask Cologne†target audiences. However the existence of Sarah Aprilia assumed to be the main focal levels, in accordance with the Developmental psychology of the target of this product.

Keyword: Advertising, Integrated Media, Social Media, Imagology