Abstract:
According to Douglas Booth, the project director of the recent Manila FAME, trends in the country are targeted towards its younger population. He says that the seasoned furniture designers in the country stays with the macro trend to make sure that marketing trends are carefully translated. The consumer market is forked toward both the boomer sunset and the "millennial” sunrise. Since they are still young and ambitious, most millenials would want to own things that would last them for a long time and represent them and how they live- therefore associating them with designers who can make this representation possible. One such designer is Kenneth Cobonpue. He is one of the most popular furniture designers in the country. His furnitures are known for integrating locally sourced materials with innovative handmade production which gained him attention outside the country. Most of Kenneth Cobonpue's works are featured in his website. They are not advertised elsewhere apart from magazine features or in his own website. His collections are uploaded in a catalog style along with other projects he made for clients or establishments around the world. The goal of the study is to analyze the audience's perception of the effectiveness of the online advertisements of Kenneth Cobonpue. Quantitative methods through a survey questionnaire was used to gather insight from the primary stakeholder of the campaign, to test the effectiveness of the framework of used in the study and to allow for a significantly greater number of respondents and generalization of the results.
