Why A Promotional Text Succeeds Requires Understanding The Culture And Context From Which It Arises? Essay

Advertising and public relations are exceptionally important in the creating of an effective campaign. Once the personal selling along with the promotional

In her article “Advertisements R Us,” Melissa Rubin notes that Coke’s message in the ad she analyzes is that “Coke will refresh and unite working America” (249). Her evidence for this is based on several things—for instance, right in the middle of ad sits a large Coke machine and the bottom of the ad explicitly states, “A welcome host to workers—Inviting you to the pause that refreshes with ice-cold Coca-Cola” (249). She concludes her article with the insight that “Coke ads helped shape the American identity,” pointing to the underlying message of the ad that Coke can provide the carefree, joyful life it never fails to portray in its ads to everyone who takes a sip (250).

The purpose of this writing is to report on the success and some reasons behind the Share-A-Coke campaign.

Many junk food advertisements are aimed to attract certain audiences in specific. Carl’s Jr advertisements with the women in bikinis are aimed to attract an older audience while the animated commercials for Lucky Charms or Frosted Flakes are aimed towards children. Recently, Coca-Cola Company has come up with the “Share a Coke” campaign in which the Coke plastic bottles now have an extensive range of common names; customers can then look for their friends’ names and “share a Coke”. This marketing strategy has proven to be very effective amongst the youth with teenagers posting pictures of their customized coke on social media such as Instagram or Facebook. Coca-Cola has even gone as far as creating a website for the sole purpose of customizing cokes for special occasions. The homepage of shareacoke.com includes three options for customizing America’s favorite soda, “Celebrate Birthdays”, “World Champions”, and “Wedding Party Fun.” The website even goes as far as offering free shipping for orders of twelve cokes or more. Back in 2013, Coca-Cola came up with “The Honest Coca-Cola Obesity Commercial” in which it listed

Throughout the course of this essay a rhetorical analysis will be performed over the subject of the popular soft drink, Coca Cola. Here we will take a look at two documents, both advertisement images, both from Coca Cola, separated by over 40 years. This sweet drink took the world by storm starting in the 1890’s and has been a household name since. With hundreds of thousands of soft drinks all over the world, Coca Cola is just another in a bucket, except with a different set of tactics toward drawing in their consumers.

Luttrell, Regina. Public Relations Tactics. Dec2014, Vol. 21 Issue 12, p12-12. 3/4p. , Database: Corporate ResourceNet

Public Relations: Theory and Practice describes the goal of a public relations campaign as being a tool which aids an organization into completing its intended change that it planned to achieve. The National Tobacco Campaign demonstrates a clear goal, which adheres to the SMART principles. These

“When it comes to mass marketing, perhaps no one does it better than Coca-Cola.” Coca-Cola is successful in its recent advertising campaign “Share a Coke”. The main target audience of this advertising campaign are teens and young adults. [Creamglobal.com, 2015]

The Coca Cola company is perceived to be the most famous trademark on the globe, and it is equally so. The company claims more than 400 brands that appeal to a wide range of individuals throughout the world. They are in a position to fulfill needs of every one of their buyers making their experience with their beverages a better one. The entity’s drinks entice a lot of people across all races, age, and gender. Coca Cola is outstanding for its overall popularity as its items are sold in over four hundred countries in the world, while major contenders like Pepsi are just available in very few countries. Such a competitive advantage has placed

Coca-Cola is the result of a patent medicine formulated in a small southern pharmacy over a hundred years ago. It has grown into a multibillion dollar international company. It also owns one of the most valuable brands in the world. Their Coca-Cola banner has won the world’s top brand 13 times on brand c-consulting firm Interbrand’s annual list (Fraser, 2012). In addition to its main product, Coke, the company owns over 3500 beverages. One of its core competencies is brand building. They have built their brand to have respectability and dependability. Their brand and logo are recognized all around the globe. It has actually become a new known on almost all households worldwide (RNWILKIN, 2009).

Visual culture is the use of images, media, and other visual modes to represent the events and ideas of the world (Mirzoeff, 1999). The visual modes can range from an oil painting, to media on the internet, advertisements or TV. Visual culture has an influence on the consumer who is exposed to it. In this essay, I am looking specifically at how visual culture is used in advertisements, and how large brands, such as Coca Cola and McDonalds, use visual culture throughout their advertisements. Visual culture is often used to benefit a business. Such as increasing brand recognition through the marketing of the brand via colour or imagery. It can also be through catchy slogans or jingles that are created to leave an impression and therefore influence the consumer to the extent that they are remembered for a significant period of time. Therefore, it can be seen that Coca Cola and McDonalds both use different forms of visual culture in order to improve company image and increase brand recognition.

Despite its relation to obesity and other health risk, soda still remains as a popular beverage in the United States, and upon other demographic groups. Amongst the lineup of refreshments, Pepsi and Coca-Cola are the most leading carbonated cola beverage brands around the world. Pepsi and Coca-Cola had been rivals when introduced respectively in the 1900s, trying to dominate the carbonated soft drink market. Through print ads and video ads, both brands were undergoing global advertising war trying to dominate each other. Between the two brands, Coca-Cola seem to be superior to Pepsi due to it’s creative advertisements that grabs consumer’s attention. Coca-Cola portrays rhetorical strategies within the advertisement to catch the audience’s attention by using ethos, pathos, and logos.

The Coca Cola company has promoted a new campaign launch to help catch consumer’s attention. From 1886 to 2016 Coca Cola has been a well-known soft drink. The campaign launch “Share a Coke with a Friend” that was released in 2014 had grabbed consumer’s attention tremendously. The new campaign was targeting everyone. The Coca Cola company knew they needed to create a campaign that would make an impression on the newer generation. The “Share a Coke with a Friend” Campaign was an interesting approach that made a tremendous change in the Coca Cola advertisement industry. The new ad had drawn in even more consumers.

Coca-Cola is a globalization soft drink company. In 2014 summer, Coca-Cola has a new promotion of marketing campaign which is call “Share a Coke”. In the original, Coca-cola bottle will have a company logo in the bottle label ,this campaign the company replaced the logo to the 250 most popular name or message. Advertising Bureau (IAB) revealing that adspend on social

The Company target consumer within the age ranges from 10 to 35 years old. Within this range, the company scopes down into three segments comprising of Youth (10-19), Young Adults (20-24), and Adults (25-35). By doing this, Coca-Cola gains more in-depth understanding of consumers’ preference, which consequently enable the company to effectively design and produce products and marketing strategy that match the need of consumers within each segment. For example, the recent campaign from Coca-Cola “Share a Coke and a Song” is a highly innovative marketing campaign which primarily intend to target on all three segments. The campaign involves printing part of lyrics which are selected from “more than 70 genre-spanning lyrics- from classic hits to recent-toppers” on the label of the Coke’s bottle. These phrases feature emotional expressions that appeal to diverse tastes while inspiring connection. Hence, every consumer of the three segments can at least find one lyric that they can relate to and consequently encourage purchase. This means that every customer from all three segments is potentially targeted by this campaign. In addition, in a certain market, the campaign expands beyond its core set of a 70-plus lyric by introducing location-specific lyric, which simply means lyrics are extracted from local songs and are printed in local languages. The adoption of geographical segmentation in their campaign further encourages customers’ connection. The result of this campaign was highly successful as shown in the higher level of revenue and market share in its flagship market during the period of the campaign. (The Coca-Cola Company,