Ch. 15- Marketing Communications

Marketing Communications is very important to Coca Cola. This is because Coca Cola’s

main way they got so popular was through contact with the consumers. They have used both visual and aural advertisements and promotion in order to sell their product. One of the top ways they began to advertise was through newspaper. Coca Cola was one of the earliest to companies to advertise heavily and they did it through pictures in newspapers. Also magazines have been used by Coca Cola to contact its target market. A very popular one is how they advertise through television. These advertisements and commercials ensure to get people to buy Coke and know exactly what they are trying to sell. Coca Cola is very popular by communicating with its target. They have shown massive success with this many times over the years. During the prohibition era, they released an advertisement in the newspaper stating Coca Cola was the next best thing to liquor. During the 60s and 70s Coca Cola communicated with its target market through the sound of music, this allowed them to move from the wholesome 50s to the era of teens and rock. They have later on used the internet to further advertise Coca Cola through the use of social media such as Facebook, Instagram, Twitter,

Pinterest and even Google+. They mainly have stuck to product advertising and competitive advertising. Their largest rival being Pepsi Cola. Coca Cola is creative with their ads because they always move with the times and always stick to their mission statement. The reason they've also sold so much in the past is because there is Coca Cola everywhere. They have a large push strategy that uses aggressive personal selling to wholesalers and retailers. Their cola is everywhere due to popular demand of people and wholesalers. They have even been the drink of most movie theatres in America.Their Coke freestyle is in most movie theatres and food establishments now. In the beginning they have communicated with their market through newspaper and imagery , and now they own the market and communicate with the world through tv, movies, pictures, and promotions.