Coca-Cola Company’s Advertising Effectiveness

NB: We do not resell your papers. Upon ordering, we do an original paper exclusively for you.

NB: All your data is kept safe from the public.

Table of Contents

Introduction
Effectiveness of the Ads
Target Market
Corporate Image of the Brand
Advertising Appeals
Approaches Used in the Ads
Brand Personality in the Ads
Conclusion
Works Cited

Introduction

Adweek Staff offers a list of the most interesting and effective ads that are used to deliver goods for consumers (Adweek Staff par. 4). Among its variety, I like the ad offered by Coca-Cola at the international level and the ad offered by the John Hancock team about vitality. The reasons for my choice will be explained below in the paper.

Effectiveness of the Ads

Ad effectiveness is defined in relation to the needs of an advertiser (Cook and Kover 13). Coca-Cola uses its popularity and accessibility to put its products on demand. It is not enough to offer the drinks. It is more important to make people choose Coca-Cola among other similar products. Therefore, Coca-Cola focuses on the individuality of their products (Ad One). They put names on each bottle and make people more interested in the search of a bottle with their names or the names of their friends to present a unique personalized gift. It does not cost a lot to make this option possible. The outcomes are evident: people want to buy more Coca-Cola. Another effective ad is offered by John Hancock (Ad Two). The ad is not too long and provides enough information about the program that helps to evaluate vitality. It is effective due to the attention to the lifestyle and the choices people make day by day. If a person is in a good shape or has some obesity problems, it is interesting to check the offered program and clear up what kind of changes can be done personally.

Target Market

The target market is a crucial part of an ad campaign because it identifies a group of people the company wants to reach (Kelley, Sheehan, and Jugenheimer 107). Ad One targets all people, who have names mentioned on bottles. Ad Two should also be interesting to all people (at least to check their vitality age and get to know about the changes that can be done to personal health).

Corporate Image of the Brand

Corporate image advertising helps to make a company’s name recognizable (Shimp and Andrews 283). In both cases, the corporate image is perfectly presented. The ads reflect the images of the brands and prove that people may pay more attention to the offered products and entertain the available opportunities. With the help of the ad about the vitality program, I am even eager to learn more about other ideas offered by John Hancock and check the possibilities available to me to make my lifestyle healthier (and I am not the person, who pays much attention to such details).

Advertising Appeals

The appeals of the ads are clear indeed: even after being blamed as one of the most harmful soft drinks in the world, Coca-Cola continues addressing the public and informing about new possibilities and new ideas. It is interesting to be gathered in groups and have named bottles. If future mothers want to choose a name for their babies, they can also look at the bottles and find the name that likes the most. The appeal of the Ad Two touches upon all people, who want to get some benefits from the things done day by day. The ad is full of several activities and choices made by people almost every day. Can people benefit from the choice they made? The Vitality Program answers “Yes!”, people can! These appeals are persuasion-oriented and salience-oriented and become interesting, effective, and unique in the chosen categories (Dahlen, Lange, and Smith 299).

Approaches Used in the Ads

As usual, Coca-Cola focuses on a cognitive approach in its advertisement. The offered idea to buy the bottles with certain names on it makes people change their beliefs about the ordinary products. It is a unique selling proposition to find a bottle with a personal name and have it as a benefit. John Hancock with a program about vitality choices is of a conative strategy as it makes a consumer respond to the offer, visit an official website and pass the test to get to know a vitality age within a short period. It is interesting and beneficial for many people.

Brand Personality in the Ads

Brand personality is the way of how human characteristics can be attributed to a brand (Batra, Myers, and Aaker 341). In the case of Coca-Cola, the brand personality is evident indeed. Ad Two does not identify the names and its importance, but its focuses on the necessity to be careful with personal needs and the attention to health.

Conclusion

Among the existing variety of ads and their impacts on everyday life, it is hard to define the most and the least effective one. Some ads help to make serious decisions, and some ads can give a hint on how to not to lose the right way among the choices offered. The ads offered by Coca-Cola and John Hancock influence me a lot and cause me to try the products and services offered. I think that my personal desire (as the intention of one of the possible consumers) may serve as one of the reasons for the ads’ effectiveness.

Works Cited

Adweek Staff 2015. The Year’s 32 Best Media Plans, From Always and Nike to Oreo and Taco Bell: See Why These Brands Made the Cut. Web.

Batra, Rajeev, Myers, John, and David Aaker. Advertising Management. New Delhi, India: Pearson Education, 2009. Print.

Cook, William, A. and Arthur J. Kover. “Research and the Meaning of Advertising Effectiveness: Mutual Misunderstandings.” Measuring Advertising Effectiveness. Ed. William D. Wells. New York: Psychology Press, 2014. 13-20. Print.

Dahlen, Michael, Lange, Fredrik, and Terry Smith. Marketing Communications: A Brand Narrative Approach. West Sussex, United Kingdom: John Wiley & Sons, 2010. Print.

Kelley, Larry, Sheehan, Kim, and Donald W. Jugenheimer. Advertising Media Planning: A Brand Management Approach. New York, NY: Routledge, 2015. Print.

Shimp, Terence and Craig Andrews. Advertising Promotion and Other Aspects of Integrated Marketing Communications. Mason, OH: Cengage Learning, 2013. Print.

Click Here To Order Now!