Yash Mitter
Blog Post #1
Coca Cola is the worlds most known beverage company. They produce a variety of beverages that are enjoyed by people all over the world. They started advertising their world famous soft drink, Coca Cola in the late 1800's. They have continued to market to their audience with relevance to the season or time period. For example, Coca Cola called itself as 'The Great National Temperance Beverage" during the temperance movement. They also helped create a modern image of Santa Claus in December, 1931. The "Share a Coke" campaign by Coca Cola has driven up up sales for the first time in a decade. They have printed names on individual Coca Cola bottles, and this has had a positive effect on sales of Coca Cola bottles. This is because people can connect with the names on the bottle. They feel as if that Coca Cola is marketing directly to them. This campaign was temporary, but it has had Coca Cola bottles flying off the shelves.
Pepsi Cola has competed with Coca Cola to be the largest beverage company of the world. For decades, Pepsi Cola has centered their marketing campaigns around celebrities. For example, they endorsed many soccer players to promote last years Fifa World Cup. This was a good campaign because fans can associate the players to the company, instead of just the team. The fans can associate the Pepsi bottles with the individual players. They also endorsed players from all over the world to multiply their audience globally.
Kraft Food company used social media to their audience. Every time someone visited a particular website to view an article they liked, an interactive advertisement would pop up. Not only does this force the viewer to read the advertisement, but they are enticed by the links to the benefits of the product. Kraft has used Google Light box to interact with their audience. They also preach about how their products are free of preservatives, and consumers love products that are their free of artificial chemicals.
Advertisements in television shows or magazines target their audience by making their ad appealing. They strategically place their products in places where their target audience would view their product. For example, they view products for toys on children's television networks. Presentation, rhetoric, and execution of the advertisement reflect the effectiveness of the advertisement
Reading this makes me think about how much time and money must be spent by a company like Coca Cola in advertising. Every single commercial is carefully thought out. Coke is one of those companies that have a brand in their advertising, such that the polar bear or the image of Santa Clause used by them belongs to them. Unlike some other companies, their target audience is of all ages in all parts of the world. They target the rich and they target the poor with their ads.
ReplyDeleteThe printing names of bottles is also a great example you pointed out of pathos and trying to connect on a personal level with their audience. Very insightful!