The following content is for study purpose only of class ALC202.
The advertisement is the appeal that purpose to draw the new customer to the business or products. Business uses a wide range of options from traditional to newer in an attempt to accomplish their goal and visions.
For Coca-Cola Company, advertisement has been a pivotal mechanism with the main aim being to remain relevant in both local and global market. In reflection to the different advertisement Coca-Cola has adopted, it is a clear indication of the significance of remaining guided by the changes being experienced in the market. The advertisement of Coke soda by the company has remained a priority and acts as the main product as compared to others. The market is changing over time, and this can be substantiated by the changes of Coke soda advertisement. The understanding of the state of the market and the targeted market remain a key factor that defines the type of the advertisement that will be prioritized by a company (Johnson 2009,p.58).
The company at different times have focused on tapping a new market and has resulted to adopting an advert that ensures maintaining of the existing customers while increasing the market share. In this case, the advert of Coke soda has been made with the main purpose of representing all the people. It can be characterized as an inclusive advert for ensuring all the consumers are positively impacted by the advert. This has resulted in the continuous growth of the company in terms of increasing the market share both at the local and global market.
The impact of the advertisement in the contemporary market is huge, and this requires a critical analysis regarding the significance of changes in advertisement and specifically the Coke Soda.
The changes in the advertisement will be reflected from 1970 to date. The company has adopted different advertisement method of Coke soda that highly revolves around the magazine, online, radio and televisions among others. During the period of the 1970s, the Coke soda was highly advertised in magazines and newspapers since this form of media was easily accessed and was the common mode of communication as compared to others. Therefore, the company adopted this form of advertisement to reach as many people as possible and to ensure the market share continued to increase through increased sales.
The mode of advertisement adopted by a business reflects the culture of the society at a particular time and thus during this time the society can be characterized with the intense reading. The reading culture of magazines and newspaper can be associated with the lack of another effective media that could give effective and reliable information at the time.
The company relied on this two media heavily to convey the message since it enabled them to include pictures as compared to radio. The companies adopt the type of media that matches the culture of the people at a particular time to ensure they fully understand the content of the advertisement which is reflected by the increase of sale of the product.
The magazines and newspapers offered the company a platform where they could put various pictures and the prices of Coke soda. As a global company Coca-Cola carries out advertisement of its products uniformly, and thus the availability of media in all the regions remain a key determinant.
The magazines and newspaper during this time were the common media in all regions/market Coca-Cola had penetrated (Carbaugh 2017, p.140). The upheld media when a company is carrying out an advertisement must reach as many people as possible and thus at this particular time it was the best media to reach a substantial population and learn about Coke Soda. Moreover, during this particular time in many regions that the company had penetrated, the affordability of the people was very low, and thus the target market was mainly for the small population that had the affordability potential. The target market is the key for business, and during this time the affordability potential was mainly enjoyed by the few who were working or their business was performing well. The target market was in a position to afford a magazine or a newspaper and thus get the Coke advertisement information.
The advertisement accommodated both the genders and included all the people from adults, youths and the children to signify Coke soda was favourable for all the people. The advertisement message was easily communicated regarding who can drink Coke soda and was not complex to enhance understanding of all the people who read it. It also upheld creativity and attractive message to enhance many people were interested to read or see the advertisement. This led to increased positive impact to the company with increased sales.
The advertisement reflected the Coke soda as the best product to spend with friends and during the leisure time while it also reflected class in the population during this particular time. In this case, the advertisement reflects the importance of carrying out a marketing research in order to ascertain the target market and the best media that can be adopted to ensure the advertisement influence their consumption behavior.
In 1980, the dynamism in the market was relevant, and this led to the companies adjusting to different issues to ensure their relevance in the market remained high. The changes were experienced in all sectors including the media, and thus the level of billboard usage was high.
An advertisement through billboard was more effective in terms of reaching a wide range of the people at this time as compared to other forms of media. The effectiveness can be substantiated through reflecting of creativity and a new form of advertisement that people had not experienced. Moreover, the level of economy in different regions which the company had penetrated was improving impacting the level of affordability. A better livelihood in a society is reflected by a stable economy and gives the people the ability to afford basic needs and the extra for leisure and luxury products (Carbaugh 2017, p.140). The Coca-Cola products earlier were seen as luxury products, but as the economic stability of countries was realized, the advertisement and the media changed with billboard being used to ensure the impact was substantial to the growth of the company.
The billboard advertisement purposed to influence almost all the viewers to change their drinks to Coke soda. The advertisement was able to convince/ create a notion among the listener that Coke soda was the best drink and matched almost all the parties and should be part of the celebrations. This notion has remained to date and has become a culture of the people, and the company bases their advertisement around this culture to create and ensure different generation continues with the notion and this perspective in order to ensure the market share continues to grow.
The company went ahead to creating a mobile billboard where vehicles were branded with images purposed to advertise and sensitize the people regarding Coke soda. The usage of billboards all over reflects the changes that are being experienced in the market and the company need to adjust according to the needs, changes, and this can be substantiated by the transitions that are experienced by Coca-Cola Company.
The mobile billboard, for instance, enables a wide range of people to be sensitized and develop the notion that coke soda is the best drink. The company understood the motor-vehicles creates attention in almost the entire society, and thus it will create a positive impact in terms of sales. Moreover, it reminds the existence of Coke soda anytime they come across the billboard, and this remains main objective of the advert to remind the people the availability of the product which is followed by an enticing information to facilitate the people to have the urge of continue drinking it while others develop the desire to taste it (Powell 2013, p.195). Mobile advertisement can be evidenced by the advertising effect theory where the belief that does not exist in the society is shown almost all the time to enhance leading to people believing it.
The behavior is developed as a result of person coordination with the environment, and this form of billboard adverts leads to striking and changing the behaviors of the people.
In the 1990s, the radio was the major form of advertisement that the company adopted to ensure the level of sales increased and dominance in the market prevailed. Coke soda was advertised by the company during this time as a result of a continuous increase of radio among the people.
This form of advertisement through radio was likely to reach a large number of customers and was more instrumental as compared to other forms of advertisement since it is repetitive and audio advertisement has the potential of connecting with the people based on their culture and their daily activities.
Apart from radio during this period, the level of television was increasing within the regions the company had penetrated. It was an opportunity, and the company upheld both the radio and the television in order to accomplish their objective and vision. The television and the radio gave the people an opportunity to feel connected since the advertisement of Coke soda is based on the culture and it this can be substantiated through audio and pictures people enjoying Coke soda.
Persuasion theory clearly explains the effect of advertising on the audience whether negative or positive. Hoveland is credited for conducting different studies to establish the effects of the advertisement in the market. He argued the more people learn and remember from an advert the more persuasive it is and this is evidenced by the repetition in radio and television (Christensen and Hansen 2014, p.303).
The cost of this form of the advert is termed to be expensive as compared to billboards and newspapers, but the impact is very high in terms of the sales and the population of the people reached.
The people have the opportunity to hear and watch other cultures that uphold the use of Coke soda in different occasion, and they share their feelings. The activities of a company that produces specific products connect with the people in the event they are involved CSR. For instance, Coca-Cola Company produces Coke soda and has invested in various CSR projects that have impacted the lives of the people and the radio, and the television has been pivotal in overseeing the projects and updating the public leading to strengthening the bond between the people and the company by enlarging the market of Coke soda (McDonough 2003, p.340). For instance, the company is currently focusing on assisting the musician through a project called Coke Studio, and this is being televised and advertised through radio and televisions. It substantiates how the advertisement connects with the people and strengthens the bond between the people and the company product specifically Coke soda which is used as the advertising product of the company.
During the 2000 years to date, the company has continued to advertise their products, but the advertisement method has changed to match the market needs. For instance, the market has shifted to online marketing, and this has promoted the Coke soda greatly with social media and the website to ensure a huge population upholding the internet is reached.
The Internet in the contemporary world has been improving and giving the companies a wide platform that enables the people to realize regarding Coke soda. The online marketing has changed the mode of advertising in terms of economies of scale where it the cost is very low, and the impact is huge when measured on the people influenced through internet platforms. Moreover, the interaction that is enhanced by the online platforms has enabled the companies to adjust according to the market and has enabled Coke soda to continue the biggest brand of the Coca-Cola Company (VanHoose 2011, p.214).
The market change has seen the company adjust to the packaging. The packaging was done in different forms from cans, plastics, and bottles to enable as a form of matching the culture of the people in developed and developing countries. The movement is high in the current world, and this has led to the company adjusting to the culture through portable products.
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Thi Bao Chau Tran
Carbaugh, Robert J. Contemporary Economics: An Applications Approach . New York: Taylor & Francis Group, 2017, p.140.
Christensen, Sverre Riis, and Flemming Hansen. Emotions, Advertising and Consumer Choice. Frederiksberg : Copenhagen Business School Press, 2014, p.303.
Goldstein, Arnold P. The Psychology of Advertising. New York: Plenum Press, 1996.
Johnson, Jeffrey K. American advertising in Poland : a study of cultural interactions since 1990. Wainscott: McFarland & Company, 2009,p.58.
McDonough, John. The Advertising Age Encyclopedia of Advertising . New York : Fitzroy Dearborn, 2003, p.340.
Powell, Helen. Promotional culture and convergence : markets, methods, media . Oxon: Routledge, 2013, p.195.
VanHoose, David D. E-commerce economics . New York : Routledge, 2011,p.214.