Comparative Analysis of Advertisements - Essay Example

This essay reflects on the advertising strategies of these companies in terms of models and media employed, target audience, approaches to advertisements, consumers’ appeal, effectiveness of these strategies and congruent success in the market. The view of the essay is to employ a critical analysis approach in order to present a unique comparison and contrasting of the advertising approach of the two multinational companies. Additionally, the rhetorical presentation of the company’s products is analyzed within this paper in order to define the effectiveness of each of the company’s marketing communication images and messages.

Both Pepsi and Coca-Cola present their brands in a very convincing manner. This is regardless of numerous differences in approach which are used by these two companies. More notable though is the rivalry and wars which evidently exist between these companies in their marketing and promotion projects, campaigns and advertisements (Behrooz 10). The influence that the two companies impact on the market is based on the fact that they have laid large budgets for advertising their products. As a result, Pepsi and Coke adverts are common place.

They frequently appear on television commercials, radio, billboards and at promotional events and campaigns such as sports sponsorship (Odell 1). Because of the approach that the companies have employed, their popularity has grown significantly within various markets and segments. Popularity of a company leads to a conviction within a customer or potential consumer that the company is authentic and as a result its products are superior and are of a high quality. It is arguable that both of these companies have attained this though at different levels.

The advertisements of Coke and Pepsi have achieved different levels of influence on their target market. For example, Pepsi is leading within the youth market segment because of the youthful language, style, culture and images which it presents within its commercials (PR Newswire 1). On the other hand, Coke has attained more success in the market because of its strategy of targeting a wider market (Behrooz 5). The rhetoric that is expressed within the company’s marketing strategy is demonstrated by the fact that the companies placed insiders of each other’s advertising units to provide intelligence information for marketing strategy (Behrooz 12).

Even though this approach reflects the height of market rivalry, it is evident that regardless of notable differences in marketing strategy, the commercials of these companies have been planned, designed and planned based on insider information that they steal from each other. The feelings and emotions that the consumers attain from the advertising strategies of these companies are very paramount even though it is achieved through different approaches. For example Pepsi initially relied upon celebrities, such as pop and film starts or cricket players, in its commercials (Behrooz 14).

This was aimed at arousing feelings and emotions within the consumers especially those who were affiliated with film, pop music and sports. As a result Pepsi was able to connect the feelings of the consumers for stars and sports to the love for the Pepsi brand. This strategy is attributed to the increased performance of the company within the market. Coke also employs strategies of arousing feelings within