Select a product or service. Find examples of how this product or service is being promoted via at least three of the following sources:
Print, television, radio, internet, point of purchase, direct mail, telemarketing, publicity:
Identify the promotional message(s) and provide a detailed description of how this message(s) is being conveyed via the selected sources. Analyze how the message(s) positions the product or service to appeal to its target audience. Identify where the product or service is in the its product life cycle and describe how this life cycle stage affects the pricing strategy. If possible, document your examples.
1. Select a product (i.e., Coca-Cola) or service. Find examples of how this product or service is being promoted via at least three of the following sources: Print, television, radio, Internet, point of purchase, direct mail, telemarketing, and publicity:
Fifty Years of Coca-Cola Television Advertisements
The Coca-Cola Company launched an ambitious new international ad campaign in January 2000. Using the slogan "Coca-Cola. Enjoy," the campaign was designed to appeal to people all over the world by persuading them that Coke adds a touch of magic to the special moments in their lives. Believing that Coke is one of life's most common and affordable pleasures in many countries, the company conceived of the new slogan as an invitation to consumers throughout the world to enjoy Coca-Cola and life's simple pleasures. The theme was global, but the campaign used local resources in different countries to create individual commercials relevant to local tastes and cultures. And to unify the campaign with as much flexibility as possible, its creators developed a melody adaptable to a wide range of musical styles. Even as the campaign began, there were 140 versions of the tune set to words in forty languages.
The ads in the "Coca-Cola. Enjoy" campaign express its theme by trying to create images showing how Coca-Cola adds something special to everyday life. One spot by Leo Burnett USA, called "First Experience," (which appeals to first experience - and uses the exact words - possibly because the target population have somewhat primitive existences - no electricity, etc.) follows a boy anticipating what a Coca-Cola will taste like by comparing it to a kiss. The spot was set in a small village outside Ouarzazat in a remote part of Morocco. The entire cast was from the village, which has no electricity, no television, and no Coca-Cola. The commercial was directed by John Madden, who directed the films Mrs. Brown and Shakespeare in Love.
Note: Using global slogan "Coca-Cola. Enjoy" trying to create images that Coca-Cola, adds something special to your life (i.e., 'first experience - linking coca-cols to kiss)
John Madden also directed "Snowflakes," (i.e., appeals to first experience) another spot by Leo Burnett USA. It shows a woman first as a young girl twirling in the snow and then as an adult on a beach, enjoying the moment?and a Coca-Cola. The actress playing the young girl is Italian and was cast in Milan, while the woman she grows up to be is played by a Greek actress who was cast in Athens. The commercial itself was filmed in two different areas in the Italian Alps and on a stage in Milan. (Again, using the slogan "Snowflakes" - appealing to the idea that Coca-Cola adds something special into your life - using image of young girl twirling in the snow, and that Coca-Cola is linked to growing up into a Greek goddess, etc. targets both younger and older generation, especially girls and women) (http://inventors.about.com/gi/dynamic/offsite.htm?site=http://memory.loc.gov/ammem/ccmphtml/colahist.html).
Snowflake - Beach (SEE ATTACHED RESPONSE)
Polar Bear - Northern Lights
In 1993, The Coca-Cola Company made a dramatic shift in its advertising by introducing the "Always Coca-Cola" campaign, by Creative Artists Agency and later Edge Creative. The campaign was a diverse one, with an initial run of twenty-seven commercials designed to appeal to specific audiences. The ads ran around the world and included a variety of innovative technical approaches, such as computer animation. One such commercial, "Northern Lights," introduced what would become one of the most popular symbols of Coca-Cola advertising: the animated polar bear. When asked to develop an innovative commercial for Coca-Cola, creator and freelance writer/director Ken Stewart thought about drinking Coke at the movies. Mr. Stewart thought his yellow Labrador Retriever resembled a polar bear when it was a puppy and thought about how polar bears would go to the movies. Mr. Stewart brought the two concepts together in the commercial, "Northern Lights," which depicts a magical place where polar bears watch "movies" (the ...
This solution selects a product and provides examples of how this product is being promoted via at least three of the following sources: print, television, radio, internet, point of purchase, direct mail, telemarketing, publicity. It identifies the promotional message(s) and provides a detailed description of how this message(s) is being conveyed via the selected sources. It also analyzes how the message(s) positions the product or service to appeal to its target audience. It then identifies where the product or service is in the its product life cycle and describes how this life cycle stage affects the pricing strategy. References are provides for the examples. Supplemented with external resource on the product of choice.