A second example of how pervasive Coca-Cola uses their events to further underscore and strengthen the relationship between their brands and the emotions they want it to represent. Coca-Cola's integrated marketing communications programs are specifically designed to infuse events with energy and positive emotion, leading consumers to be even more loyal (Crimmins, Horn, 1996)
This is especially evident in their current promotional program base of Open Happiness that is now active across several different geographies concurrently. The third promotional strategy that the company is relying on centers on making the legacy of their brand stay alive and vibrant with consumers, many of whom have been loyal for decades (Fosfuri, Giarratana, 2009)
Coca-Cola measures these through aided and unaided awareness programs that are based on statistical sampling techniques to capture a cross section of consumers (Song, Xu, Techatassanasoontorn, Zhang, 2011). A second example is how Coca-Cola measures the online advertising initiatives, measuring the performance of banner advertising in addition to its own extensive online properties including the main website (Lavrakas, Mane, Laszlo, 2010)
The Coca-Cola approach to integrated marketing communications (IMC) strategies served as a the foundation for many of the concepts Disney relies on to cross-promote and integrate marketing programs for their movies, parks, rides and massive catalog of products (Cook, 1997). Examples of this include the highly effective seasonal promotions featuring the polar bear mother and cub, and the many back-to-school and fall promotions that are staged globally, each aligned to the specific cultures they are active in (Rosenfield, 1995)
Examples of this include the highly effective seasonal promotions featuring the polar bear mother and cub, and the many back-to-school and fall promotions that are staged globally, each aligned to the specific cultures they are active in (Rosenfield, 1995). Coca-Cola measures these through aided and unaided awareness programs that are based on statistical sampling techniques to capture a cross section of consumers (Song, Xu, Techatassanasoontorn, Zhang, 2011)
Coca-Cola relies on Google Analytics to get a baseline measure of performance for its websites and uses advanced analytics tools including Radian6 social media monitoring tools to evaluate how their brands are judged globally online (Lavrakas, Mane, Laszlo, 2010). A third example is how extensive the consumer sampling and online panels are the company relies on to test new marketing, promotion and advertising programs (Sung, Campbell, 2009)
Otherwise put, it is compulsory to show the customers how the advertised product will satisfy their long lasting needs. A good advertisement, even for a product that the customer is unfamiliar with, will create the sense that the viewer had in fact been needing that respective items for years (Twitchell, 1996)
(3) Cultural: the respect for the Indian culture is pivotal for the success of XYZ. Aside the obvious element of language correspondence, the success of the company's campaign is pegged to its ability to respect region and the geographic religion, as well as social nuances (Williams, 2008)
Marketing Mix An integrated marketing communications, or IMC approach, involves "coordinating the various promotional elements and other marketing activities that communicate with a firm's customers" (Belch & Belch 1999, p
This is intended to create a high level of customer equity. One source states that "marketing strategy should focus on extending loyal customer lifetime value," with brand management serving as a major marketing tool" (Kotler, Armstrong, Brown, & Adam, p
This is intended to create a high level of customer equity. One source states that "marketing strategy should focus on extending loyal customer lifetime value," with brand management serving as a major marketing tool" (Kotler, Armstrong, Brown, & Adam, p