Advertising and Promotions
Coca-Cola
Agenda
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Integrated Marketing Communications
Types of advertising
Developing Advertising Program
Evaluating the Advertising Program
Executing the Advertising Program
Public Relations
SWOT Analysis
Coca-Cola Questions
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.
Integrated Marketing
Communications (IMC)
IMC weaves together multiple different
marketing aspects such as:
● Advertising
● E-commerce
● Direct Marketing
● PR
● Promotions
Coca-Cola’s Advertising Campaigns
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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
Types of Advertising
● Product/Service Advertisements
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what a product is
what it can do
promotes brand features/benefits
● Institutional Advertisements
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states the position of a company on an issue
what the company is, can do, and its location
Identifying The Target Audience
● Understand the targets market’s (based on
market research)
lifestyle
o attitudes
o demographics
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Advertising Budgets
● Role of advertising in meeting promotional
objectives
● Methods to determining promotional budget
● Coca-Cola’s advertising budget
Selecting the Right Media
● There are a number of of alternatives, or
vehicles, within each medium
● Use a mix of media
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maximize the exposure
minimizing costs
● Types of media
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Television, radio, magazines, internet, outdoor,
direct mail, newspapers etc.
Promotion
● Types of Promotions
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Consumer promotions
● Push and Pull Strategies
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Coca-Cola’s Push & Pull Strategies
Sales Promotion Cont.
● Consumer-Oriented
P-O-P displays
o Samples
o Deals
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● Trade-Oriented
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Allowance/ Discounts
Cooperative Advertising
Training Distributors’ Salesforce
Developing Advertising Programs
● Pre-testing Advertisement
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Portfolio Tests: Given many ads/stories
Jury Tests: Views single ad
Theater Tests: Views several
movies/commercials
Evaluating the Advertising Program
● Post-Testing Advertisement
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Aided/Unaided Recall
Attitude tests, Inquiry tests, Sales tests
● CPM
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(Cost x 1000)/Audience size
Public Relations
● Publicity
● Building long-term relationships
● Self-regulation
SWOT Analysis
Syllabus Questions?
● Does Coca-Cola successfully perform its
advertising activities?
● What evidence can you obtain?
● What might they do to improve?
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?
Questions?
● What stage of the product life cycle is CocaCola currently in?
● Does Coca - Cola have the same marketing
message across the world?
● Can anyone think of any cause related Coca
- Cola campaigns?
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?