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Marketing Management class discussion wk11 - Coursework Example

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The campaign objective rotates around escalating the sales and consumption of Coca Cola during the promotion period. Additionally, the campaign model and approach…
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Campaign analysis affiliation Campaign analysis The share a coke campaign has been on top of social media for its effectiveness and target to the ideal population. The campaign objective rotates around escalating the sales and consumption of Coca Cola during the promotion period. Additionally, the campaign model and approach would lead to a buzz all over. People would be left talking about the drinks secondary to the power of the name on the bottle. In essence, the campaign made people have a desire to consume the drink, not just loving it. Primarily, through the utilization of names, Coca Cola aims at activating the reminiscence moments and nostalgic periods with those people one may have lost touch with. The first name is always the easiest to remember a person by. The campaign make use of diverse communication modes, such as advertising, sales promotion and public relations and publicity (Kotler & Keller, 2015).
Coca cola has invested heavily in advertising the campaigns. Television advertisement is rampant to alert the product consumers of what they have to offer. Other advertising methods includes use of brochures at the sales points, billboard along busy streets, point of sales displays and packaging inserts. Prior to campaign, the company did massive streets campaign, trade shows and fairs to promote their product (Coca-Cola, 2013).
The use of names in the brand was symbolic of social interactions. One could have a psychological connection with the brand. Consequently, the right brain possessing the dire need to consume the drink is hyper-activated. Pleasure effect activation leads to an intense feeling to purchase more. Concisely, there is development of an element of ownership via the name on the bottle. Personalisation transfers the eventual meaning to the brain, hence one have a total notion of Coca cola as a true brand. The success of the campaign is evident with the escalation in consumption by 9%, with further increase in Facebook page traffic
References
Coca-Cola Campaign Resonating Strongly. (2013). Checkout, 39(9), 73-75
Kotler, P., & Keller, K. L. (2015). Marketing management. Read More
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