Warning: Use of undefined constant referer - assumed 'referer' (this will throw an Error in a future version of PHP) in /usr/home/essaywo/public_html/essays on line 102

Warning: Use of undefined constant host - assumed 'host' (this will throw an Error in a future version of PHP) in /usr/home/essaywo/public_html/essays on line 105

Warning: Cannot modify header information - headers already sent by (output started at /usr/home/essaywo/public_html/essays:102) in /usr/home/essaywo/public_html/essays on line 106

Warning: Cannot modify header information - headers already sent by (output started at /usr/home/essaywo/public_html/essays:102) in /usr/home/essaywo/public_html/essays on line 109
Advertising And Promotion Camp - Term Papers

Advertising And Promotion Camp

Advertising & Promotion Campaigns of Coca-Cola in the European Union
Executive Summary 1
Coca-Cola, which was named Beverage Industry's 1999 Company of the Year, has embraced a decentralized operating philosophy, recognizing that each market in which they operate has "different demands which must be met in unique ways"1. Coca-Cola Enterprises (The European bottler for Coke) CEO Henry Schimberg has stated that although they have well-defined general policies, much of the responsibility to succeed and make decisions has to come from each local market, not headquarters in Atlanta.2
While it may seem that firms have to choose between the extremes of a global vs. customized ...

Want to read the rest of this paper?
Join Essayworld today to view this entire essay
and over 50,000 other term papers

Based on this strong brand awareness, Coca-Cola tailors each ad to a specific country to achieve global sales success through local penetration.
EU Promotional Campaigns 2
Coca-Cola uses a multitude of promotional vehicles to attract new coke drinkers and retain current ones. One of the strongest promotional venues has been through television and sporting events (mainly soccer) but in the nineties the internet is strongly becoming a popular means to increase promotions.
Sports Promotion
Coke takes a global approach to its sports promotion. In 1997 they established managers for each of the different sports that Coke sponsors worldwide.5 This global coordination effort helps to oversee major marketing campaigns, however it also still allows unique advertising techniques and messages to be conveyed in each country.
Television
Recently, Coca-Cola has hired the services of TeleVest, a New York media agency specialized in purchasing television airtime, to select and ...

Get instant access to over 50,000 essays.
Write better papers. Get better grades.

Already a member? Login

contest site currently featuring trips to Australia. Thus, Coca-Cola customizes its web campaign for each country in order to more effectively tap into people's feelings, integrating any culturally relevant issues or preferences into the sites' presentation.
Specific Promotional Activities
The following are specific promotional activities that are currently being done in the various countries in the European Union.
Spain
Telefonica Interactiva entered into a promotional arrangement with Coca-Cola Espana aimed at boosting Teleline's user base. Telefonica Interactiva, Internet subsidiary of Telefonica, has entered into a promotional arrangement with Coca-Cola Espana aimed at boosting ...

Succeed in your coursework without stepping into a library.
Get access to a growing library of notes, book reports,
and research papers in 2 minutes or less.

CITE THIS PAGE:

APA
MLA
Chicago
Turabian

Advertising And Promotion Camp. (2004, June 16). Retrieved December 23, 2024, from http://www.essayworld.com/essays/Advertising-And-Promotion-Camp/9570

"Advertising And Promotion Camp." Essayworld.com. Essayworld.com, 16 Jun. 2004. Web. 23 Dec. 2024. <http://www.essayworld.com/essays/Advertising-And-Promotion-Camp/9570>

"Advertising And Promotion Camp." Essayworld.com. June 16, 2004. Accessed December 23, 2024. http://www.essayworld.com/essays/Advertising-And-Promotion-Camp/9570.

JOIN NOW

Join today and get instant access to this and 50,000+ other essays

PAPER DETAILS

Added: 6/16/2004 02:07:10 PM
Category: Miscellaneous
Type: Premium Paper
Words: 2785
Pages: 11

Save |

Report

SHARE THIS PAPER

SAVED ESSAYS

Save and find your favorite essays easier