#TITLE_ALTERNATIVE#

• Main Author: PRADHANA (NIM 19005078), INDRA
• Format: Final Project
• Language: Indonesia
• Online Access: https://digilib.itb.ac.id/gdl/view/10663
• Institution: Institut Teknologi Bandung

Gulaku is the first advertised and branded sugar product in Indonesia. As the pioneer of branded and advertised program, Gulaku done several promotional activities to introduce and inform this product to the market. The advertisement of Gulaku only provided in TVC which means that using only above the line advertisement.<p> <br /> <br /> <br /> <br /> The methodology of this final project that chosen used in order to gain the data to be analyzed is by using qualitative research. The qualitative research had been done by doing FGD in North Bandung. FGD done by dividing the categories of respondents into 4 groups based on their social class and educated level that they have in responding the information that contain in Gulaku advertisement. The group categories are wealthy and understood society; not wealthy and understood society; wealthy and not understand society; not wealthy and not understand society. Each group categories contain 8 respondents which held in 2 terms.<p> <br /> <br /> <br /> <br /> The analysis of these 4 group categories are based on the question that asked while in the FGD. The overview of asked question is about how the respondents react with existence in Gulaku product and also its advertisement, what is the message and information that can describe by the respondents about Gulaku product after seeing the advertising campaign of Gulaku.