Answer to Question #304293 in Marketing for Malik Johnson

Question

1. Identify and discuss the BLT tools used by Coca-Cola and discuss the relative benefits and effectiveness of each tool used.
2. Special attention should be paid to any innovative or disruptive support media that Coca-Cola uses or has used.
3. What makes it disruptive or different?
4. Discuss how Coca-Cola's use of support media can be improved to support its current marketing communications campaigns.

Answer 1

1] Below-the-line advertising is an advertising strategy where products are promoted in media other than mainstream radio or television. Below-the-line advertising campaigns include direct mail campaigns, trade shows, catalogues, and targeted search engine marketing.

CocaCola uses published media includes newspapers, magazines, trade and professional press, and the internet. Visual and aural media includes television, radio, cinema, posters, billboards, and direct mailing. Coca-Cola uses artificial intelligence (AI) to understand customer behaviour and brand effectiveness through its next-gen vending machines. Coca-Cola is the world's largest non-alcoholic beverage company, operating in more than 200 countries and territories. Through the multitudes of marketing campaigns, Coca-Cola has remained consistent when communicating one strong and effective message: pleasure. Enduring, simple slogans such as “Enjoy” and “Happiness” never go out of style and translate easily across the globe.

2] The most innovative support media that Coca-Cola has had was social media marketing and ad-campaigns that have brought in a revolutionary change in their visibility. Back in 2009, Coca-Cola launched ‘Open Happiness’, a globally integrated advertising campaign. The objective behind this campaign was to increase sales as it was the post-recession phase where the sales numbers took a dip. This campaign highlighted the happiness behind small things in life and simple pleasure out of it.

3] Through the social media platform, which isn’t that surprising as it’s one of the most recognizable brands in the world. They have reached fans not only nationally or internationally but also in remote places to make an impact. Coca-Cola utilizes majority of well-known social media platforms such as Facebook, YouTube, Twitter, Google+, Instagram, LinkedIn and Flickr.

4] Coca-Cola can work with retailers to increase the visibility and attractiveness of their products on screens, ramping up SEO, and work with restaurants to make sure its drinks are featured on menus.