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Various types of media are used in order to advertise the Coca-Cola brand in general,
and Coca-Cola drink in particular.
1.Newspapers
2.magazines
4. television.
5.product placement in movies,
7. Radio
Thirdly, encouraging a liking for the companys products over those of the
competitors of the company
Coca-Cola marketing campaign materials have been devised according to the messages
they aim to convey, and images, words and sounds featuring within them have been
perfected by marketing professionals in order to serve the same purpose.
Messages sent through images, words and audio materials promoting Coca-Cola can be
classified into three categories: Coca-Cola helps to best satisfy the thirst, drinking Coca-
Cola is stylish, and drinking Coca-Cola is part of a lifestyle.
Marketing initiatives, words, images, audio and video materials Coca-Cola employs tries
to communicate a message that this drink satisfies the thirst in the best possible manner
and partially for this reason Coca-Cola is consumed by millions of people per day.
However, a range of scientists as well as marketing authors such as Bsonera (online,
2009) cast a doubt about the ability of Coca-Cola to satisfy the thirst efficiently, and
argue that thirst for Coca-Cola has been created by company marketing professionals
in the first place.
In other words, thirst created for Coca-Cola is fundamentally different from the natural
thirst for water, and the thirst for Coca-Cola is more a want than a thirst in a virtual
meaning of the word.
Conclusion
This article has studied the related issues in the case of Coca-Cola Company in general,
and their core products Coca-Cola soft drink in particular. The company relies on media
extensively in order to conduct its integrated marketing communication strategy. The
choice of media used by Coca-Cola includes newspapers, magazines, internet, television,
cinema, radio, posters and billboards.
The above stated facts reveal the huge amount of potential of marketing in a way that
Coca-Cola Company offers mainly perceived benefits to its customers, however, with the
effective choice of components of integrated marketing communication and their
efficient use the company was able to become one of the most successful multinational
corporations in the world.