Advertising and Promotions Coca-Cola. Agenda ●Integrated Marketing Communications ●Types of advertising ●Developing Advertising Program ●Evaluating the.

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Presentation transcript:

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

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 ●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 o what a product is o what it can do o promotes brand features/benefits ●Institutional Advertisements o states the position of a company on an issue o what the company is, can do, and its location

Identifying The Target Audience ●Understand the targets market’s (based on market research) o lifestyle o attitudes o demographics

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 o maximize the exposure o minimizing costs ●Types of media o Television, radio, magazines, internet, outdoor, direct mail, newspapers etc.

Promotion ●Types of Promotions ○ Consumer promotions ●Push and Pull Strategies o Coca-Cola’s Push & Pull Strategies

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

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

Evaluating the Advertising Program ●Post-Testing Advertisement o Aided/Unaided Recall o Attitude tests, Inquiry tests, Sales tests ●CPM o (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 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?

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?