Advertising Campaign for the Coca Cola Company - Assignment Example

Advertising Campaign for the Coca-Cola Company Advertising campaign for Coca-Cola Company Introduction Advertising is basically a way used to communicate to the target market to persuade a person or a group of them towards purchasing a certain product, encouraging them to increase usage of that product or service (Jen, 2011). The greatest desire is to therefore incline the minds of the potential customers towards a certain direction with regard to the advertisement message. The Coca-Cola Company commands the largest market in soft drinks in the world.

The company has always been at the forefront to devise strategies aimed at keeping the customer most informed about their offers as well as any new developments to the products (Daniela, 2012). This aims at persuading and convincing potential buyers to try the products and thus derive the anticipated utility from that. In this respect, the Company uses diverse paths to reach these people in the most appropriate ways. For example, It has currently been investing heavily in digital advertising through billboards that ensure that as many people as possible are reached via this medium.

Great loyalty and confidence toward the company’s products are derived from this type of advertising since the message portrayed is elaborate enough to warrant persuasion. This paper purposes to develop an advertising campaign for the digital network and explain how it will be used to bring the change that is envisaged.The advertising campaign ‘COCA-COLA, THE ULTIMATE THIRST SOLUTION’Through this digital advertising campaign the Company is intending to reach more people and convince them to purchase.

It’s aiming at informing them more about the product and its characteristics as the only solution to anyone’s thirst problems as well as making the product available to the market thus increasing sales and revenue. This campaign targets mostly those in towns and big cities who are also able to synthesize digital information at a considerable speed. The most appropriate medium to use is LED screens that can be strategically positioned where visibility to all is guaranteed. Bright colors that spell out the tagline and images clearly for all to see are the most viable ones to use.

The sales cycle also ought to be considered at this stage. The frequency at which the message flashes past the screen must be increased so that the continued repetition can assure attention and even interest among potential buyers. We have to determine the customers’ perspective toward the products. How does the customer feel in relation to product satisfaction? Can the information display on the screen trigger a purchase decision? These are quite important in the development of this advertising campaign (Julian, 2003).

Images of duly satisfied people can be shown which might trigger eagerness to try the Coke brand. The major goal for using this type of advertising is to reach the maximum audience possible using digital networks in the most cost-effective way. The Coca-Cola Company intends to save a considerable amount of cash through this means of advertising such that as many customers as possible are reached using minimal resources. This campaign is also aimed at getting the attention of the customers. Customers will be attracted to the digital message being displayed thus leading to more information to them about the drinks that the Company offers (Mukesh & Ranju, 2008).

Additionally, the Company wants to trigger immediate response upon seeing the advert being displayed. By the use of a lifestyle framework, a lot can be shown about how the product fits into people’s lives. For example, a campaign can be launched showing how a person becomes satisfied after taking a soft drink like Coke. The ad can be shot with images of customers revealing positive responses, of say sounds, immediately after taking this drink. This will in turn trigger a lot of interest from other people to also try the brand with a view to enjoying this kind of satisfaction.

The tagline ‘The Ultimate Thirst Solution’ should be used in all Digital Network adverts in order to make this campaign a success and relevant.