Coke

• Campaign designed to build the Coca-Cola brand from its refreshment platform to a higher order of emotional benefit by establishing it as the universal choice which brings people together.

• Strategy includes roll out of initiatives in the digital media like the internet i.e. building and promotion of online communities and also leveraging www.myenjoyzone.com- the interactive destination for Coca-Cola consumers

• Integrated communication plan to include mass media advertising on all leading TV channels, complimented by a range of on the ground initiatives - road shows & contests across all key markets

Advertising Objectives

Advertising is one part of the promotional mix, and therefore advertising objectives will be set in line with overall Promotional and Marketing Objectives, which in turn will relate to the organisations' overall Corporate Objectives. In general, however, there are three main categories of advertising objectives a business might set itself in terms of whether it seeks to inform, persuade or remind the target audience. One of the objectives proposed for coca-cola would be to advertise frequently about their products in the mass media such as newspaper and television. But since it is already very well-known among consumers around the world, they do not have to advertise in large volumes, as they already have a strong brand name that is remembered by consumers everywhere. Thus, short advertisements with simple messages can be used to remind consumers of the Coca-cola brand and also to inform them of new and upcoming soft drinks etc that are entering the market. As of now, there are not many advertisements for Coca-Cola as they know that consumers already are aware of their existence and dominating streak in the industry.

Objectives

1.