Coca-Cola and the Evolution of Advertising Research Paper

Coca-Cola and the Evolution of Advertising - Research Paper Example Christened Coca-Cola by Pemberton’s accountant, the bookkeeper spelled out the product’s name in his distinctive script, which remains an integral part of the brand to this day. (heritage.coca-cola.com)Christened Coca-Cola by Pemberton’s accountant, the bookkeeper spelled out the product’s name in his distinctive script, which remains an integral part of the brand to this day. (heritage.coca-cola.com) Bought by local tycoon Asa Candler in 1886, the formula was bottled and marketed across the nation.   Early ads featured ladies and children to an inordinate degree.   The subjects were bright-eyed and cherub-cheeked, conservative images even for the time.   The first â€Å"celebrity spokesperson† was a Boston actress named Hilda Clark.   This is an early example of the use of famous persons as company spokespeople (http://www.dirjournal.com). Aside from their visual components, each ad also touted the merits of the drink.   The word that app eared over and over was â€Å"refreshed.†   The website    http://www.dirjournal.comhas a display of Coke images over the years that show this.   An ad from the 1890s features both a grown man and a young boy sipping the soft drink at a lunch counter.   Beneath this are the words â€Å"It satisfies the thirsty and helps the weary.†    A second one from the same era shows gaily dressed women at a restaurant table.   On a sign behind them, the message â€Å"Coca-Cola revives and sustains† is presented.   Developing this theme, later advertisements urged drinkers to â€Å"shop refreshed,† â€Å"lunch refreshed,† and â€Å"drive refreshed.† Appeals to the drink’s invigorating power are likely references to its high caffeine content.   This is known in marketing circles as â€Å"transformational appeal.† (Advertising appeal)   The underlying message is that using the promoted product will effect positive change in the consumer.   This same strategy used today in commercials for makeup, skin care products, and home exercise equipment.   In the late 1800s, the pitch of choice for Coca-Cola is that it would transform weary, worn out people into ones bursting with vigor and pep.

How the organization communicates with prospective and current Case Study

How the organization communicates with prospective and current customers - Case Study Example The use of digital media made Coca Cola to deviate from the traditional strategies that would promote the product such as developing new products or extending the existing brands. Marketing is an important aspect of creating a strong brand while helping to reach out to the existing and potential customers. Every marketing strategy faces three uncertainties that are supposed to be weighed before engaging; the fear of failure, the return on investment and the fear of the unknown. Investing resources in the digital media for marketing brings forth all these uncertainties. However, these uncertainties can be assumed based on the advantages that come with the digital media. First, learning from failure can help device workable strategies in the digital space. Second, the digital media exhibits a very rapid growth while the marketers get to understand it better day by day. Finally, digital media is less expensive, therefore, learning from it especially on optimizing the return on investment is worthy. Coca Cola opted to ‘go digital’, and take advantage of the huge online traffic. This was done through a simple social concept that encouraged customers to exhibit brand loyalty while encouraging others to join the wagon. In the summer of 2011, they devised the ‘Share a Coke Campaign’ (Coca Cola, 2013). It began with the customers creating a can for a special friend and then finding their names and having a coke bottle bearing the name to developing customized coke bottles with people’s names. This campaign has gone global and it is still in progress after it demonstrated that it can facilitate the strengthening of the brand as well as increment in the sales volume. The campaign was focused on increasing the consumption of Coke during the summer of 2011 while bringing an appeal on the strength of the brand. Despite Coca Cola being known as a strong brand, they needed to