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Advertising and Promotions Coca-Cola

Advertising and Promotions Coca-Cola. Agenda. Integrated Marketing Communications Types of advertising Developing Advertising Program Evaluating the Advertising Program Executing the Advertising Program Public Relations SWOT Analysis Coca-Cola Questions.

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Advertising and Promotions Coca-Cola

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  1. Advertising and Promotions Coca-Cola

  2. Agenda • Integrated Marketing Communications • Types of advertising • Developing Advertising Program • Evaluating the Advertising Program • Executing the Advertising Program • Public Relations • SWOT Analysis • Coca-Cola Questions

  3. Integrated Marketing Communications (IMC) • A Method of ensuring a consistent message both on and offline. • IMC gives businesses 10-25% increase in performance. • Allows businesses to grow and reach more customers and expand the business.

  4. Integrated Marketing Communications (IMC) IMC weaves together multiple different marketing aspects such as: • Advertising • E-commerce • Direct Marketing • PR • Promotions

  5. Coca-Cola’s Advertising Campaigns • Polar Bears(1922-Present) • Coca-Cola Life Argentina (2012) • America the Beautiful (2014) • Santa’s Letters (2013) • Mean Green Joe(1979) Coca-Cola America 2014

  6. Types of Advertising • Product/Service Advertisements • what a product is • what it can do • promotes brand features/benefits • Institutional Advertisements • states the position of a company on an issue • what the company is, can do, and its location

  7. Identifying The Target Audience • Understand the targets market’s (based on market research) • lifestyle • attitudes • demographics

  8. Advertising Budgets • Role of advertising in meeting promotional objectives • Methods to determining promotional budget • Coca-Cola’s advertising budget

  9. Selecting the Right Media • There are a number of of alternatives, or vehicles, within each medium • Use a mix of media • maximize the exposure • minimizing costs • Types of media • Television, radio, magazines, internet, outdoor, direct mail, newspapers etc.

  10. Promotion • Types of Promotions • Consumer promotions • Push and Pull Strategies • Coca-Cola’s Push & Pull Strategies

  11. Sales Promotion Cont. • Consumer-Oriented • P-O-P displays • Samples • Deals • Trade-Oriented • Allowance/ Discounts • Cooperative Advertising • Training Distributors’ Salesforce

  12. Developing Advertising Programs • Pre-testing Advertisement • Portfolio Tests: Given many ads/stories • Jury Tests: Views single ad • Theater Tests: Views several movies/commercials

  13. Evaluating the Advertising Program • Post-Testing Advertisement • Aided/Unaided Recall • Attitude tests, Inquiry tests, Sales tests • CPM • (Cost x 1000)/Audience size

  14. Public Relations • Publicity • Building long-term relationships • Self-regulation

  15. SWOT Analysis

  16. Syllabus Questions? • Does Coca-Cola successfully perform its advertising activities? • What evidence can you obtain? • What might they do to improve?

  17. Questions? • Do you think it is unethical for Coca-Cola to target children in advertising? • In what ways are Coca-Cola’s advertising campaigns innovative?

  18. Questions? • What stage of the product life cycle is Coca-Cola currently in? • Does Coca - Cola have the same marketing message across the world? • Can anyone think of any cause related Coca - Cola campaigns?

  19. Questions? • What are examples of Coca-Colas IMC? • Do you think that Coca-Cola is a leader in Integrated Marketing Communications? • What Coca-Cola marketing strategy do you think is the most effective?

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