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Promotional media communication - Essay Example

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Promotional media communication

1) – in this case, focused on United Kingdom. The researcher will therefore employ direct observation, interviews or by using questionnaires. Conclusions derived are technically subjective and researcher is often stringently concern about making broad generalization of matter as the subject of inquiry (Sothern, 2013, p. 1). The Company Coca-Cola is a business leader in beverage production and retailing industry. It has a global operation and is selling diverse beverages that suit best to consumers' taste which inspire them to maximize the products for home or for either private or public occasions. One of its leading product is Coca-cola diet, a soda but with limited value of calorie. In its Facebook account, Diet Coke is marketed as an extraordinary beverage and was historically introduced as developed since 1982 which was claimed to have catapulted as the leading diet soft drink of the world, thus, the brand is sustained until these days (Diet Coke, 2013, p. 1). Diet Coke is produced to target consumers that are interested on maintaining a low-calorie diet, or those that are diagnosed with diabetes, and yet will still savour such tasty delight (Diet Coke, 2013, p. 1). ...
1) By 1986, the company prided to have reached about 61 countries as market zone with an estimated 60 million cans served daily (Diet Coke, 2013, p. 1). Since it gained a global prestige, the company aired its first commercial advertisement using the slogan – “Just For the Taste of It” (Diet Coke, 2013, p. 1). On same year, the company attempted to draw the market attention by adding cherry flavour to Diet Coke and also maximized a print advertisement by using the carved monuments of political heroes of America in 1987 to project such “monumental taste” (Diet Coke, 2013, p. 1). Later, the Company maximized Oxford Plains Speedway to promote the first Diet Coke 100 until it optimized the 3D advertisement during the Big game by bannering the slogan “The Move Is On to Diet Coke” (Diet Coke, 2013, p. 1). It continued to promote the product as extraordinary in 1989 with Gary Weismann as the consumer’s endorser, tagging along with it the prominence of a superhero action star (Diet Coke, 2013, p. 1). Almost ten years after, Diet Coke was recognized as the brand of the decade in 1990 and sustained sporting its image with Batman (Diet Coke, 2013, p. 1). Being avidly consumed in the market, the company decided to celebrate its 10th anniversary at New York’s Time Square (Diet Coke, 2013, p. 1). In 1993, Diet Coke was promoted as a beverage that suits the taste of all with only one calorie and which was followed with salacious advertisement that those who would buy for it ‘break for refreshment solely for diet Coke (Diet Coke, 2013, p. 1).” Playing with the people’ interest of the universe and the space, the company also decided to let astronauts bring Diet Coke to outer world in 1995 under the quest of ‘testing the formula ...Show more


Topic Name of Student of Professor Postmodern business marketing evolved with the entry of knowledge-based economy and with the proliferation of information technology that bridged production to its market. This paper will discuss how Coca-Cola Company optimized its strategy by using social media in marketing and in relating with its consumers in the market…
Author : bmurazik
Promotional media communication essay example
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