Analysis Of Coca-Cola Company’s Advertisements From A Communication Perspective

Coca-Cola Company Overview

Generally, advertisement is the process of persuading customers in the marketplace to purchase a certain product or service. The objective is to impart a persuasive message on the products or services available in the marketplace. The goal of advertisement is to reach customers in business thus increasing the economies of scale. The advertising organization need to know the audience before it employs the advertising procedures (Bigat, 2012 p.89). In order to describe the concept of advertisement, Coca-Cola Company was used in the discussion.

The Coca-Cola Company is an American corporation that deals with production of nonalcoholic drinks in the world (Ang, 2014 p.37).The company uses different advertisement strategies to reach their customers in the marketplace. Most of its refreshment drinks are advertised in different channels. The goal of the advertisements is to reach large number of customers thus enjoying profits. Coca-Cola Company reduces the syrup which is then sold to various enterprises in the world who hold different locations.

The Coca-Cola Company (Bigat, 2012 p.119)

The Coca-Cola Company only produces syrup which is sold to the different bottlers in world who have the Coca-Cola franchise. Most of the Coca-Cola bottlers tend to operate in different destination with different segments. The bottler’s agencies collaborate with company to sale the products to the customers in the marketplace on their behalf. The bottlers then sell the products to retail shops, to the vending machine centers and also to food distributors who always uses the Coca-Cola refreshments (Bigat, 2012 p.129)

Frankly speaking, Coca-Cola Company has been a most prolific in the marketing history .The motive of the advertisement is always to reach the popular cultures in world and also to reach the society at large (Keller,2016 p.42).Advertising nonalcoholic advertisements reaches most of the people in the market place and that’s why the company has employed more resources. There are number of issues which indicates the advertisement level in Coca-Cola Company. The first aspects shows the logo and brand image of the company. Most of the products sold by Coca-Cola Company are recognizable in the whole world. Coca-Cola Company has soft drinks which are being advertised through processes such as direct marketing, use of web design platforms, use of social media and also use of sales person in the marketplace (Bigat, 2012 p.150).The company always uses the touch points which are important. The campaign is strong because it is significant in reaching pout the main theme of diversity to people who need to enjoy the drink. It creates a good image of good will enabling customers to have the urge to buy in order to fulfill their desires. The campaign of advertising nonalcoholic is key as it makes people aware of the health benefits of not indulging in alcoholic drinks.

Advertising Strategies and Target Market

Coca-Cola Company tries to satisfy needs of different customers in marketplace. The company has drinks which target different age groups, sexes, different lifestyles and ethnic groups. There are drinks such as Disney hundred Acre Woods drinks which are made for young children. It is a drink which is connected to lovable actions revealed through the televisions. The Coca-Cola Company uses different flavors to attract children for example raspberry, peach and lemon. Also, there are Oasis drinks which target the younger working adults in the marketplace (Bigat, 2012 p.178).In addition, Odwalla drinks targets the adults aged between 30-35 years. The target market is very big as it controls various global regions such as United kingdom,india,US,Russia and has branches in Africa to target customers like for example the youth and adults.

The company uses the following methods to advertise on sale of soft drinks;

• Direct marketing whereby there is vendor company partnership which tries to eliminate the competition level in the marketplace. For example, the company in cinemas and restaurants uses the only serving Coca-Cola over the Pepsi(Fill & Turnbull, 2016 p.73). 
• Use of viral marketing whereby Coca-Cola Company markets by use of mobile marketing text and messages that reach large number of customers in the marketplace.
• Use of web and social media

The markers tend to set the industry to benchmark the brand to the recognized audience. Also, the company uses television to advertise on its products .Use of web and social media helps audience to interact thus accessing new products and promoting social and cultural interactions.

Adverts in television (Bigat, 2012 p.211)

The advertisement procedure occurs mostly in retail setting whereby there are bright red logos that are blazoned with the branding .In food industries, Coca-Cola Company has advertised on production of food commodities such as the popcorn, fries and hot dog combos.

 Form of communication used by the Coca-Cola Company to advertise

Generally, communication involves transmission of message from the sender to the receiver. Every business channel should understand the use of effective communication. Coca-Cola Company uses different methods of communication when advertising for soft drinks thus reducing the business barriers which deter the transmission of messages. Most of communications such as customers calling customer service, verbal and internal communication in the company are persuasive thus convincing customers like adults to purchase coca cola soft drinks.

Persuading market to purchase drinks (Bigat, 2012 p.231)

The company uses verbal communicating whereby it uses the verbal communication to train staff and also access information related to customer (Šeri?,Gil-Saura & Ruiz-Molina,2014 p.42). Oral communication involves the use of visual media, use of telephone communication and also through the speech.

Also the company uses nonverbal communication which uses large number of methods that enhances the advertisement process. Use of visual elements such as the TV and Coca-Cola logo helps in promoting the image of the company in the marketplace. In addition there is body languages and sign language which uses visually transmitted sign pattern to promote the brand image of the companion of the specific campaign utilized by coca cola is the ‘Taste the feeling” campaign. Working with several global agencies like in Britain, the campaign included 10 television commercials, prints and various customers’ initiatives with the theme of showing high diversity to individuals who enjoy it and every moments surrounding it across the globe. Another campaign was included London 2012 named ‘move to the beat’. This particular campaign utilized musical elements in telling coca cola story thus utilizing various producers like for example Mark Robson. (Zahand & Microsoft, 2012 p.101).

On an annual basis Coca Cola Company provides approximately 400 sensory panels utilizing various inputs acquired from 600 staff volunteers in areas like Australia. The company creates a sensory profile that is aimed at balancing taste with decreasing calories. Every ingredient utilized for each product like Fanta, sprite must meet the sensory profiles such as prospective client deserving safe, refreshing and high quality soft drinks

Coca-Cola Company uses the following sensories when advertising;

• Use of paintings indicating the products available like for example, shirt paintings, bangles ornaments, painting a  person s name on the soft drinks bottle
• Use of sounds and audios describing the benefits of drinks like for example TV commercials,

The sensories are effective in the following ways;

• They build emotional concepts which helps to market Coca-Cola products for example Coke zero, Fanta, sprite and minute maid.
• Use of audios helps induce the sense of smell whereby the audios shows some images indicating customer smell of the drinks.

Use of images (Zahand & Microsoft, 2012 p.212).

Sensory marketing helps the customers not to forget on products.

The following are number always in which the company can improve on advertisement;

• Being consistent whereby brand equity or loyalty to customers is established. The company need to be consistent when advertising on different products thus meeting large number of customers in the marketplace(Belch, Belch, Kerr & Powell, 2014 p.34). 
• The company need to consider emotional aspects when advertising. Identifying the level of emotion will help the company to come up with apt decisions that will determine the response results from the customers in the marketplace. All ads should indicate the benefits incurred after using the drinks sold by the company.
• The company should be humorous when advertising(Zahand & Microsoft, 2012 p.312).Generally, humor is a powerful aspect that helps customers to like different products. Coca Cola Company should ensure all ads are rational and they use powerful messages that induces the issue of humor.

Conclusion

Coca-Cola Company should follow the key strategies used in advertising s as to reach large number of segments in the marketplace. Understanding the right channel for advertisement in marketing determines the success of the business. The company ought to check on the apt process that will work in improving the advertisement position in the marketplace (Mulhern,2013 p.89).

References

Ang, L., 2014. Principles of integrated marketing communications. Cambridge University Press.

Belch, G.E., Belch, M.A., Kerr, G.F. and Powell, I., 2014. Advertising: An integrated marketing communication perspective. McGraw-Hill Education.

Bigat, E.C., 2012. Guerrilla advertisement and marketing. Procedia-Social and Behavioral Sciences, 51, pp.1022-1029.

Fill, C. and Turnbull, S.L., 2016. Marketing communications: brands, experiences and participation. Pearson.

Mulhern, F., 2013. Integrated marketing communications: From media channels to digital connectivity. In The Evolution of Integrated Marketing Communications (pp. 19-36). Routledge.

Šeri?, M., Gil-Saura, I. and Ruiz-Molina, M.E., 2014. How can integrated marketing communications and advanced technology influence the creation of customer-based brand equity? Evidence from the hospitality industry. International Journal of Hospitality Management, 39, pp.144-156.

Zahand, B., Microsoft Corp, 2012. Automatic advertisement generation based on user expressed marketing terms. U.S. Patent Application 12/963,348.

Keller, K.L., 2016. Unlocking the power of integrated marketing communications: How integrated is your IMC program?. Journal of Advertising, 45(3), pp.286-301.