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Advertising review - Assignment Example

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This promotional tool is thus utilised by companies with the objective of creating better awareness among customers in the market segments in relation to their products and/or services [1] (The University of Sydney, 2013). Coca-Cola is a world-renowned beverage company established in the year 1986 that has been operating quite competitively on a global context. The company is perceived to be executing its business activities in beyond 200 countries currently. Moreover, the company is recorded to be offering around 500 brands to its consumers in the worldwide market. In its marketing tactics, the company has been utilising various promotional strategies with the objective of performing its various business activities in a successful and competitive manner within its wide-ranging market segments. In this respect, it has been observed that the company uses extensive advertisement practices, especially through the audio-visual media such as television and internet for developing better awareness among consumers (The Coca-Cola Company, 2011). For instance, in 2011, the company used an effective promotional strategy named ‘Share a Coke’ campaign with 150 different popular first names of individuals printed on the bottles and cans along with the brand name of the company. The campaign was launched within the beverage market of Australia. The campaign was promoted through advertisements in television and other internet medium which included FaceBook as well as websites (Digital Advance Limited, 2013). Taking the example of this advertisement campaign, the discussion henceforth will intend to discuss the strengths as well as weaknesses of the ‘Share a Coke’ campaign organised by Coca-Cola in its Australian market. Moreover, the discussion will also emphasize on strategies to be recommended in order to improve the effectiveness of the campaign. A Critical Review of the Campaign In Relation To Its Strengths and Weaknesses The ‘Share a Coke’ campaign was organized and executed in the beverage market of Australia in the year 2011 targeting the young generation buyers. In accordance with the campaign, the first names of 150 different individuals of Australia were to be printed on the bottles as well as cans of Coke. This in turn was expected to build enthusiasm among the young buyers and thus assist in obtaining the main objective of creating better awareness among the customers about the products offered by Coca-Cola. In the short run, the campaign was also expected to improve the sales volume and profit margin of the company in the Australian beverage industry. Source: (YouTube, 2012) Strengths of the ‘Share a Coke’ Campaign The Coca-Cola Company is recognised to be one of the world’s leading ‘Fast Moving Consumer Goods’ (FMCG) companies which have been a pioneer in executing some of the unique but quite effective marketing campaigns. Likewise, the major strength of its ‘Share a Coke’ campaign in Australia can be recognised as its target to teens as well as young adult consumers. Additionally, in targeting the youth, the company focused on making use of attractive audio-visual media such as the social media through internet and television which are extensively used by this generation and is further perceived to be highly persuasive for this particular group of consumers. Moreover, the company with the assistance of this campaign was facilitated with the opportunity of offering its products availing a better public awareness program. Prior ...Show more
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In the present business scenario,advertisement is considered to be one of the most applied tools for the effective promotion of products and/or services in the worldwide market segments.Advertisement is recognised to be the most appropriate medium of communication …
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