1. WEB SITE RESEARCH
Topic research: Coca Cola Advertising
1. What is the educational benefit of the information related to your topic?
-To understand how a large company evolved from the beginning to what it is today
-To know why Coca Cola is so popular among individuals
2. What types of viewers will be interested in your topic?
-People that drink Coca Cola
-Coca Cola brand collectors
-Older public that grew up drinking Coca Cola
-Restaurants/places to eat and drink
-Business entrepreneurs
-Coca Cola specialists/experts
3. What perceived value will your topic give to your viewers?\
-Marketing strategies or tips to promote/evolve a product
-More satisfying/fulfilling drink of coke (knowledge)
4. Primary person(s) of significance in the filed of your topic?
-Coca Cola brand collectors/experts
-Business entrepreneurs
5. Primary person(s) that made your topic information available?
-Coca Cola company and researchers
6. Import moments or accomplishments in the history of your topic?
-Stop motion advertising developed by Coca Cola 1954-1956
-Experiental TV Color Project 1964
-First Polar Bear commercial 1993
7. How did the media of times of your topic treat your topic?
-Treated well, it was evolving in a way that Coca Cola can reinvent new methods as well as
advertise their product
8. Current events related to your topic?
-Coca Cola and Wi-fi
-Coca Cola around the world
-Coca Cola in health
9. ListServ discussion and social media coverage of your topic?
-http://consumergoods.edgl.com/news/Coca-Cola-Brand-Makes-a-Big-Comeback95496
-http://consumerist.com/2014/09/23/coca-cola-pepsi-and-dr-pepper-create-unholy-alliance-tocut-consumers-sugary-drink-calories/
10. Anything else that will help you better understand your topic for this project?
e.g. related academic research and or related books and articles on your topic?
-Possibly academic research to see all of the past advertisements and bottles
Similar websites research: Links to the examples of effectively organized and designed similar
websites
1. A topical educational website?
http://www.mayoclinic.org/
What makes this website effective? Well organized and easy to navigate.
Information is presented in a clear manner and its easy to understand.
2. A collection based website? Washingtonpost.com
What makes this website effective? Lots of articles that are easy to find from
many years back.
3. An archival or museum website? http://library.brooklynmuseum.org/search
What makes this website effective? Holds a ton of information on past articles and
are organized in archives.
4. Any website related to you topic? http://www.coca-colacompany.com/
What makes this website effective?
Talks about Coca Cola, evyerthing you need to know. Its informational, promotes the
product, and goes beyond the coke brand in terms of promotion (explains other forms of
media/current events/history/etc)
2. WEB SITE DEFINITION
Your Name: Margaret Lee
Name of your website: Advertising Coca Cola
Purpose of the website: (In three sentences or less) Why your site exists
The purpose of the website is to:
-Provide information about the Coca Cola brand
-Advertise the Coca Cola brand
-Provide marketing techniques/tips
Intended audience/viewers:
In order of importance who are the primary intended visitors to your website: Be very specific
1. Coca Cola consumers
2. Business entrepreneurs
3: Designers/Visual/Video workers
4: . Coca Cola brand collectors
5. Restaurants and places to eat/drink
6. Older generation
Objectives of your website audience/viewers: What will your website accomplish? Be very
specific
1. Highlight the history of Coca Cola
2. Promote the Coca Cola product
3 Gain interest in the Coca Cola brand
3. CONTENT OUTLINE:
Home page:
Title: 50 Years of Coca Cola
Subtitle: Advertising Coke
5 Primary links
-Who Invented Coke?
-Timeline
-Advertising Themes
-The Bottle
-Contact Us
6 Secondary links
-Timeline
1: Beverage Industry
-Advertising Themes
1: Television Advertising
2: Gallery
Copy/text: (2 – 3 short paragraphs of 3-5 sentences each explaining purpose of site)
3-6 Primary slider visuals: (Include a thumbnail and title for each image)
3-6 Secondary thumbnail visuals: (Include a thumbnail and title for each image)
Primary pages (Typical of what is needed to best present the required information)
Primary pages #1
Title: Who Invented Coke?
Subtitles for each subtopic on the page: Dr. John S. Pemberton
Links in addition to the sites primary and secondary links
Copy/text for each topic covered on the page (1- 3 short paragraphs max for each
subtopic)
It was a prohibition law, enacted in Atlanta in 1886, that persuaded physician and chemist Dr.
John Stith Pemberton to rename and rewrite the formula for his popular nerve tonic, stimulant
and headache remedy, "Pemberton's French Wine Coca," sold at that time by most, if not all, of
the city's druggists.
So when the new Coca-Cola debuted later that year--still possessing "the valuable tonic and
nerve stimulant properties of the coca plant and cola nuts," yet sweetened with sugar instead of
wine--Pemberton advertised it not only as a "delicious, exhilarating, refreshing and invigorating"
soda-fountain beverage but also as the ideal "temperance drink."
Though Pemberton died just two years later--five months, in fact, after his March 24, 1888, filing
for incorporation of the first Coca-Cola Co.--the trademark he and his partners created more than
one hundred years ago can claim wider recognition today than that of any other brand in the
world.
And the Coca-Cola beverage, whose unit sales totaled a mere 3,200 servings in 1886 ("nine
drinks per day" based on the twenty-five gallons of syrup sold to drugstores by Pemberton
Chemical Co.), is today called the world's most popular soft drink--accounting for billions of
servings at restaurants in 195 countries.
Featured header or slider visuals (Include a thumbnail and title for each image)
Dr. John S. Pemberton
2 0r more smaller supporting visuals (Include a thumbnail and caption for each image)
Asa Griggs Candle
Coca Cola used as a remedy
Primary pages #2
Title: Television Advertising
Subtitles for each subtopic on the page: What we watch
Coke Commercial video
Links in addition to the sites primary and secondary links
Copy/text for each topic covered on the page (1- 3 short paragraphs max for each subtopic)
The D'Arcy Era, 1950-1956
The first television ad created for The Coca-Cola Company was produced in conjunction with a
television special featuring Edgar Bergen and Charlie McCarthy on Thanksgiving Day, 1950.
The sponsorship of this program and its advertising were both by the D'Arcy Agency of St.
Louis. D'Arcy had been the advertising agency for The Coca-Cola Company since 1906, when
William C. D'Arcy persuaded Coca-Cola to begin a newspaper campaign. From that modest
beginning developed a fifty-year relationship. For much of that time, Arthur (Archie) Lee was
the creative chief at D'Arcy who oversaw the account and created such memorable slogans
for Coca-Cola as "the pause that refreshes."
From D'Arcy to McCann, 1956-1969
D'Arcy was a highly regarded print advertising agency, but its struggles to incorporate new
media, coupled with the deaths of William D'Arcy and Archie Lee by 1950, led The CocaCola Company to search for new talent. In 1956 the company's advertising account was
transferred to McCann-Erickson. D'Arcy closed and commemorated its fifty years of work
with Coca-Cola in a print ad that appeared in the Wall Street Journal on April 2, 1956
Featured header or slider visuals (Include a thumbnail and title for each image)
The “Refrigerator Man” Commercial
2 0r more smaller supporting visuals (Include a thumbnail and caption for each image)
“Coke Adds Life” commercial
“Always Coca Cola” Commercial ad
Primary pages #3
Title: The Bottle
Subtitles for each subtopic on the page: How we drink Coke
Links in addition to the sites primary and secondary links
Copy/text for each topic covered on the page (1- 3 short paragraphs max for each subtopic)
Coca-Cola’s history has got a lot of bottle - more than 115 years’ worth, in fact. The world’s
favourite soft drink started life as a soda fountain beverage, selling for five cents a glass, but it
was only when a strong bottling system developed that Coca-Cola became the world-famous
brand it is today.
Featured header or slider visuals (Include a thumbnail and title for each image)
The coke bottle evolution
2 0r more smaller supporting visuals (Include a thumbnail and caption for each image)
The first bottle design
The 1915 Coke bottle
Sidebar to appear on primary pages (with your recommended content)
Titles and or subtitles for recommended widgets
Recent Posts
Calendar
Recommended copy/text and links
CocaCola.com
Coca Cola on FB