Advertising and Promotions CocaCola Agenda Integrated Marketing Communications

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 o o what a product is what it can do promotes brand features/benefits ● Institutional Advertisements o o 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) o o o lifestyle attitudes 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 a number of of alternatives, or vehicles, within each medium ● Use a mix of media o o maximize the exposure 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 o o P-O-P displays Samples Deals ● Trade-Oriented o o o Allowance/ Discounts Cooperative Advertising Training Distributors’ Salesforce

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

Evaluating the Advertising Program ● Post-Testing Advertisement o o Aided/Unaided Recall 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?