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Coke advertising continuation

2.Product placements
Covert advertising is when a product or brand is
embedded in entertainment and media. For example, in a
film, the main character can use an item or other of a
definite brand, as in the movie Minority Report, where Tom
Cruise's character John Anderton owns a phone with
the Nokia logo clearly written in the top corner, or his
watch engraved with the Bulgari logo. Blade
Runner includes some of the most obvious product
placement; the whole film stops to show a CocaCola billboard.
Coca-Cola has been prominently featured in
countless films and television programs. Since its creation,
it remains as one of the most prominent elements of
the popular culture.[citation needed] It was a major plot element
in films such as One, Two, Three, The Coca-Cola Kid,
and The Gods Must Be Crazy, among many others. It
provides a setting for comical corporate shenanigans in
the novel Syrup by Maxx Barry. In music, in the Beatles'
song, "Come Together", the lyrics say, "He shoot CocaCola, he say...". The Beach Boys also referenced Coca-Cola
in their 1964 song "All Summer Long" (i.e. "'Member when
you spilled Coke all over your blouse?"). The best selling
artist of all time and worldwide cultural icon, [121] Elvis
Presley, promoted Coca-Cola during his last tour of 1977.
[122]
The Coca-Cola Company used Elvis' image to promote
the product.[123] For example, the company used a song
performed by Presley, A Little Less Conversation, in a
Japanese Coca-Cola commercial.[124]
Other artists that promoted Coca-Cola include the
Beatles, David Bowie,[125] George Michael,[126] Elton
John[127] and Whitney Houston,[128] who appeared in the
Diet Coca-Cola commercial, among many others.
EFFECTIVENESS
Product placement has a great impact on the consumer as
it helps create awareness of products or brand. It helps to
gain exposure and promote products to the general public.
Product placement as it involves captive audience as there

is no channel surfing like during tv commercials. Product


placement has diminishing cost due to its longevity,
however the total number of audience impressions
multiplies. Product placement help to change the
perception of the customer towards a particular product or
brand in a positive way.
3.Celebrity branding
This type of advertising focuses upon using celebrity
power, fame, money , popularity to gain recognition for
their products and promote specific stores or products.
Advertisers often advertise their products, for example,
when celebrities share their favorite products or wear
clothes by specific brands or designers. Celebrities are
often involved in advertising campaigns such as television
or print adverts to advertise specific or general products.
Over the years Coca-Cola has used many
celebrity endorsers to serve, in a way, as the face of the
company. When an audience sees a celebrity endorsing a
product, they begin to associate that celebrity with the
product. Coca-Cola has been able to have a wide range of
celebrity endorsements over the years. Thus, they have
appealed to a wide range of consumers.
Some of the big name celebrities who have
continued the positive brand image that we associate with
Coca-Cola are Bill Cosby, Michelle Kwan, and Jennifer
Lopez. Michelle Kwan and Jennifer Lopez are great
endorsements because they both have avoided scandal
and have kept an association with their occupation; Kwan
with being an Olympic ice skater, and Lopez being a singer
and actress. When we think of Bill Cosby, we think of a
friendly family man. This is just the image that Coca-Cola
has traditionally tried to associate with their products. In
India Coca-Cola is currently using Siddharth Malhotra and
Alia Bhatt in its television advertisement.
Effectiveness
Celebrity endorsing is a very effective form of advertising
a product. It helps to influence consumer purchases, build
awareness about a product or a brand, attract new users
and to breathe life into a failing product. Generally the
consumer have the attitude if the product is good enough

for the celebrity, its good enough for me. Certain fans of
the celebrities have a habit of using products to which the
respective celebrity is associated.
4.Television Advertising
The first television ad created for The Coca-Cola Company
was produced in conjunction with a television special
featuring Edgar Bergen and Charlie McCarthy on
Thanksgiving Day, 1950. The sponsorship of this program
and its advertising were both by the D'Arcy Agency of St.
Louis. D'Arcy had been the advertising agency for The
Coca-Cola Company since 1906, when William C. D'Arcy
persuaded Coca-Cola to begin a newspaper campaign.
From that modest beginning developed a fifty-year
relationship. For much of that time, Arthur (Archie) Lee
was the creative chief at D'Arcy who oversaw the account
and created such memorable slogans for Coca-Cola as
"the pause that refreshes." Numerous other ads in the
"Always Coca-Cola" campaign were introduced. Appealing
to people's enjoyment of the cola taste and the
refreshment it provides, the commercials used a variety of
approacheshumor, music, stories, animation, and even
Shakespearean parodyin an effort to build on the
emotional connection between Coca-Cola and its
consumers. The "Coca-Cola. Enjoy" campaign initiated in
2000 expresses 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," follows a boy anticipating what a CocaCola 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.
COMPETITOR: PEPSI
Pepsi is a carbonated soft drink that is produced and
manufactured by PepsiCo. Created and developed
in 1893 and introduced as Brad's Drink, it was renamed
as Pepsi-Cola on August 28, 1898, then to Pepsi in 1961,
and in select areas of North America, "Pepsi-Cola Made
with Real Sugar" as of 2014. The drink Pepsi was first
introduced as "Brad's Drink"[2] in New Bern, North
Carolina, United States, in 1893 by Caleb Bradham, who

made it at his drugstore where the drink was sold. It was


renamed Pepsi Cola in 1898, named after the digestive
enzyme pepsin and kola nuts used in the recipe. The
original recipe also included sugar and vanilla. [3] Bradham
sought to create a fountain drink that was appealing and
would aid in digestion and boost energy.
MEDIUM OF ADVERTISEMENT
1.Sponsorship advertising:
Pepsi, which, according to media buyers spends
around Rs.250-300 crore on advertising across media
every year, is the title sponsor of IPL, which has a TV
viewership of 250 million. PepsiCo India has hopped onto
the UGC (user generated content) bandwagon in India and
has invited people to create ads for it that were aired
during the telecast of this years edition of the Indian
Premier League Twenty20 tournament. PepsiCo has also
replaced Coca-Cola Co. as an official NBA sponsors,
marking an end to the long-running association with the
league of Coca-Cola's Sprite brand. Pepsi co, has also
agreed to a 5 year pact for sponsorship rights with
national football league which is New Yorks no.1 sports.
Pepsi has also sponsored the reality show X factor.
2.Celebrity branding:
Over the years pepsi have indulged in various celebrity
endorsement. In 2013 Pepsi had signed beyonce for 50
million dollar in order to promote and pepsi removed
limited edition can with Beyonces face on it. Beyonc is
been in partnership with pepsi since 2002. Pepsi has a
long lists of celebs who have put their name to the label:
Michael Jackson, Faith Hill, Ozzy Osbourne, David
Beckham, Michael J Fox, Janet Jackson, David Bowie,
Mariah Carey, Tina Turner, Ray Charles, Shakira and Kanye
West. Perhaps most famously, Britney Spears signed a
multi-million dollar deal back in 2001 but was sacked after
being caught sipping on rival Coca-Cola. Beyonce replaced
her. Pepsi had recently starred Messi, Robin Van Persie,
David Luiz and various other football stars in its

advertisement, which was aired just before the fifa world


cup 2014 held in Brazil.

3. Television advertising
The campaign features a star-studded ensemble cast with
Kapoor and Kohli sizzling up the small screen and in an
interesting twist the Indian vice-captain's girlfriend also
makes a special appearance.
The new TVC enlivens the Live It Abhi philosophy by
urging the consumer to grab opportunities, dive headlong
into life, and live it now. For the first time, consumers will
see Ranbir and Virat together in a Pepsi ad; along with a
sizzling cameo by Anushka. The film opens with Virat
Kohli batting, and sending the ball over the ropes in a
smashing stroke. Sitting in the crowd is Ranbir, who
catches the ball and with a Pepsi bottle in his hand,
decides to Live it Abhi that very moment.
PRODUCT 3: BMW 3 SERIES
The BMW 3 Series is a compact executive
car manufactured by the German automaker BMW since
May 1975. Successor to the BMW New Class, it has been
produced in six different generations and in five
different body styles. It is BMW's best-selling model,
accounting for around 30% of the BMW brand's annual
total sales (excluding motorbikes).[1] The BMW 3 Series has
won numerous awards throughout its history.
MEDIUM OF ADVERTISEMENT
1.Television advertising
During its lifetime bmw have made many advertisements.
The company has aired many advertisements for its 3
series line. The following advertisement is the newest
television advertising for the 3 series. The advert began
airing yesterday and goes with the billboards of each BMW
3 since 1972. Nifty stunt driving shows all six generations
of 3 Series gliding down a race track, overtaking the last
generation one after the other. Shot in a single frame, with

voice over by James Darcy and a brilliant score created by


massive music. It begins with a jazzy flair concentrating on
the standing base, only to get more contemporary for
each car and it works splendidly.
2.billboard advertising
To celebrate the 40th anniversary of the beloved BMW 3
Series and the launch of the latest model, FCB Inferno has
created a striking outdoor and print campaign that will be
seen across high-profile sites nationally. BMW has
produced six generations of the best-selling model, which
are paid tribute in individual executions. The art direction
has been crafted to pay heavy reference to each era, with
typography, the angle of the car and color palate all
evoking a strong sense of nostalgia; be it the hacienda
tones of the 90s dance music age, or the minimalist whites
of the 00s. The copy reflects the passion that 3 Series
drivers have had for the car over the years. For each
generations pivotal cultural moments, the innovations of
each generation of 3 Series are seen as equally
meaningful. Lines include 1975 - A new movie inspires
nightmares about the open water. A new car inspires
dreams about the open road, 1982 - Interest rates at
14% in the UK. Drag reduced by 15% on the BMW 3
Series and 1990. The Germans win on penalties, And
aerodynamic design.
3.Sponsorship advertising
Bmw have sponsored the USOC for the last three years. To
show its support bmw has launched two U.S. Olympicthemed ads one featuring bmw 3 series line. The company
also produced an hour-long documentaryDriving on Ice
that aired on NBC in early January and details how BMW
worked with the USA Bobsled and Skeleton Federation for
three years, designing and engineering a new two-man
bobsled to help the team compete for GOLD medals. BMW
North America is supporting seven Olympic and
Paralympic athletes through BMW Performance Team U.S.
They include Chris Fogt (bobsled), Steve Langton (bobsled)
Elana Meyers (bobsled), Alana Nichols (Paralympic alpine
skiing), Heather Richardson (speed skating), Evan Strong

(Paralympic snowboarding) and Curt Tomasevicz (four-man


bobsled).
4.Product placement
Bmw have been doing product placement of its products in
various movies and television serials. The 3 series line has
been placed perfectly in various movies. In the upcoming
film of paramount pictures Mission impossible- Rogue
nation, bmw have provided vehicle and technology
support to the Tom Cruise film. Bmw had also partnered
with Paramount pictures for Mission impossible Ghost
Protocol. The film which will release on 31st july will show
Tom Cruise driving Bmw M3 which is also a part of the
BMWs 3 series line.
COMPETITOR: MERCEDES BENZ C-CLASS
The Mercedes-Benz C-Class is a line of compact
executive cars produced by Daimler AG. Introduced in
1993 , the C-Class was the smallest model in the marque's
lineup until the A-Class arrived in 1997. The C-Class is built
at Mercedes-Benz factories in Sindelfingen and Bremen,
Germany as well as numerous satellite factories in other
countries. The first C-Class (W202) sedan was produced on
1 June 1993, and the first of the second generation (W203)
rolled off the assembly line on 18 July 2000. The C-Class is
available with4Matic (i.e. four-wheel drive) since 2002. The
third generation (W204) was launched in 2007. The latest
generation C-Class (W205) came out in 2014.
MEDIUM OF ADVERTISEMENT
1.TELEVISION ADVERTISING
Mercedes has been advertising its products through
television advertisements since a long time. In the recent
advertisements of the c-class In the first spot called The
Choice, the automaker presents a series of all-or-nothing
scenarios to assert that the brand completes everything to
its fullest capacity. Either Mercedes produces the lightest,
smartest, quickest, sleekest and other superlatives, or
nothing. To demonstrate this they actualized these
concepts, and the car is cast in a number of relevant
situations. For quietest, the car sits in a white room

outfitted with what appear to be noise detectors. For


tightest, the car zooms around the windy road. For
strongest, a dramatization of an elephant stands on top
of the C-Class. The spot concludes with the voiceover
stating that Mercedes-Benz does things one way or not at
all. Mercedes second spot focuses on the cars updated
interior technology, showcasing the intuitive touchpad for
navigation, entertainment and car functions and the visual
display designed to minimize distraction.
2.SPONSORSHIP ADVERTISING
Sponsorship advertising is one of the best medium to
advertise product and Mercedes have used this as medium
to advertise its product properly. In 2013 Mercedes had
spent approx. 139 million dollars in sponsorship.
Mercedes-Benz sponsors high-profile sport, fashion and
cultural events to promote its premium positioning,
showcase its vehicles and engage customers and
prospects.
Mercedes activates its sponsorship of the US Open with an
on-site brand center where attendees can view the
automakers latest vehicles. The company also provides
complimentary parking to Mercedes owners. MercedesBenz is using the sponsorship of the new Mashable iPad
application to push its C-Class models. Mashables
audience seems to align with that of the Mercedes C-Class
core audience, which is important when brands bolster
their mobile marketing tactics to include sponsorships.
This is just one example of many Mercedes mobile efforts.
3.PRODUCT PLACEMENTS
Productplacementisoneoftheeffectivemeansofadvertising.Mercedes
haveusedproductplacementtoadvertiseitsproducteffectively.
Recently,somepictureofabulletriddledCClasswereuploadedionthe
Internet.Thepicturewereuploadedinordertoadvertisethatthecclass
wouldbefeaturinginanewactionflickStateofNationIItobeshotin
London.Mercedeshavealsousedtheproductplacementseffectively
beforeinmovieslikeThedevilwearsthepradaandMeninBlackII.

CONCLUSION
Advertising is at the front of delivering the proper
message to customers and prospective customers. The
purpose of advertising is to convince customers that a
company's services or products are the best, enhance the
image of the company, point out and create a need for
products or services, demonstrate new uses for
established products, announce new products and
programs, reinforce the salespeople's individual
messages, draw customers to the business, and to hold
existing customers. Advertising is important for the
consumer, the seller and the society. Advertising is
important to the consumer, seller and the society in the
following way:
1. Without advertisements the consumers would not
know what products are available in the market and
hence would not be able to buy them even if thy are
for their benefit.
2. Advertisements helps seller to increase their sale and
also help them to know their competitors and plan
accordingly to meet the competition.
3. Advertising helps educating people. There are some
social issues also which advertising deals with like
child labour, liquor consumption, girl child killing,
smoking, family planning education, etc. thus,
advertising plays a very important role in society.