Brand Activation L.A. Ice :The King Of Ice (STudi kasus Brand Activation Produk L.A.Ice dalam Program L.A Ice:The King Of Ice).

ANDARI, Ulima, Widodo Agus Setianto

2014 | Skripsi | Ilmu Komunikasi

ABSTRACTION The development of the marketing world has been growing rapidly. Marketers can’t just rely on one tool as a marketing communication tools. The new product will be known by the public when the product is promoted himself. Promotion is one of a series of marketing communications activities with the aim of attracting consumers. There are various forms of promotion that can be used based on the type, function, and purpose, such as advertising, publicity, direct selling, sales promotion, and so on. In addition, there are various new forms of marketing communications, one of them is brand activation. Brand Activation is designed by the company with the concept to build brand awareness, which is the key challenge for the new brand. As a new product, LA Ice would have a strategy in order to create brand awareness of the people towards their products. LA Ice using online and offline media technology as a major media brand activation. With a mix of offline and online strategies, brand activation LA Ice Be The King of Ice would be interesting to study. This study tried to look through the methods of descriptive case studies on the implementation of the brand activation programs in the program LA Be The King of Ice which is conducted by Havas Worldwide. Keywords: Promotion, Marketing Communications, Brand Activation, Descriptive Case Study

Kata Kunci : Iklan ; Merek Dagang