Advertising And Promotion Campaigns Of Coca-cola In The Euro

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: