Resepsi dalam Kampanye Digital:(Analisis Resepsi Mahasiswa UGM dalam Kampanye Digital AdaAQUA)

Sandi Novriadi , Adam Wijoyo Sukarno

2015 | Skripsi | Ilmu Komunikasi

ABSTRACT The development of communication technology in Indonesia also has an impact on changes in the way young people communicate. This certainly changes the way we communicate arrested as a challenge by the company to be closer to their targets, especially the younger generation. Realizing that change the way we communicate to the young generation is a great opportunity to gain market PT. Tirta Investama Denone AQUA create digital campaign called #AdaAQUA. The campaign is a health campaign to encourage young people to be able to avoid the symptoms of mild dehydration. In this study want feedback is how the practice of the reception of the message in the digital campaign created by AQUA was able to influence and sensitize target that AQUA is a brand cares about the health of the younger generation. In getting answers to the study, the researchers have chosen 3 Informants. The results in this study addressing that two informants interpret the same message with what is presented in this campaign or dominant and in accordance with the original purpose built by AQUA. In addition the results of this study also received one informant who categorized negotiated, which turns the message was received is not always the same but keep other considerations. The final results of this study addressed that young people interpret the message in accordance with the ultimate goal of this campaign that the presence of water associations became stronger with the brand AQUA. In addition, the results of this study itself is a message received in accordance with what was presented, but not strong enough because not supported by other activities to reinforce the message. Keyword: Reception, Digital Campaign, Young Generations Communication

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