美国论文代写:可口可乐公司的营销

23 2月 美国论文代写:可口可乐公司的营销

美国论文代写:可口可乐公司的营销

然而,Artic home运动并没有提高客户意识和筹集资金的唯一责任,但可口可乐公司的营销方面就是成为这种慈善场景的一部分(Arctic Film,2013)。从营销的角度来看,营销活动是利用“与事业相关的手段”营销的一个组成部分来建立品牌形象的活动。
首先,这个广告的目的是要让几个国家的消费者群体说出不同的语言,因此,公司不会在广告中使用更多的词语,而是依赖和强调视觉上显示的图像,这完全符合Leiss等人在他们的教科书中描述过(Leiss等人,2005)。根据莱斯等人(2005)的观点,语言障碍逃生使国际广告能够在视觉上获得更高的需求,并且通过使用动物或名人作为媒介来创造角色识别,即使没有承认任何特定的种族,公司也能够参考组。因此,可口可乐公司因此使用了描绘北极熊妈妈的视频,她的孩子努力在已经开始融化的冰山上生存。当可口可乐解决了语言障碍的最初问题时,其关于国际受众普遍吸引力的第二个问题也自动得到解决,因为根据2003年的Admap,为了开发引人入胜且吸引人的焦点,诸如动物,音乐,非正式交流广告商应该用它来创造情感吸引力(Dean等人,2004)。

美国论文代写:可口可乐公司的营销
正如已经描述的那样,该活动是通过电视,社交媒体网络甚至是报纸的媒介进行推广的,但可口可乐公司也考虑通过与电影结合来宣传活动中的广告,因为该公司承认电影院是一个不断发展的渠道,电视(道格拉斯,2005年)。

美国论文代写:可口可乐公司的营销

However, the Artic home campaign does not have the sole responsibility to raise customer awareness and raise funds but there lies a marketing side for Coca-Cola to be a part of such a benevolent scenario (Arctic Film, 2013). The campaign from the marketing perspective is a campaign to build brand image using a component of marketing by “cause-related means”.
Firstly, the aim of this advertisement was to reach consumer groups in several countries speaking distinct languages and so, rather than using more words in its advertisements, the company made itself to depend and emphasize on images displayed visually which is completely in alignment with what Leiss, et al in their textbook have depicted (Leiss, et al., 2005). According to Leiss, et al, (2005), language barrier escape makes advertisements internationally to gain a higher demand visually and by using animals or celebrities as a medium to create identification of characters, companies are able to make reference even without acknowledging any specific ethnic group. Coca-Cola company as a result used the video depicting polar bear mom and her child trying hard to survive the icebergs that have started melting. When Coca-Cola was able to solve its initial problem regarding language barriers, its second problems regarding international audience universal attraction was also resolves automatically because according to Admap, 2003, to develop intriguing and attractive focus, techniques such as animals, music, informal communication etc should be used by the advertisers for creating emotional appeal (Dean, et al., 2004).

美国论文代写:可口可乐公司的营销
As already depicted, the campaign was promoted through the medium of TV, social media networking and even newspapers but Coca-Cola also considered to promote the advertisement in the campaign through conjunction with cinema as the company acknowledged cinema to be a growing channel to advertise alongside TV (Douglas, 2005).