CHAPTER 16: INTEGRATED MARKETING COMMUNICATIONS

The Coca-Cola company senior Vice President of Integrated Marketing Communications is Wendy Clark. She has done a good job in the company's designing, marketing, sponsorship, etc and has been named the most influential woman in advertising.
In 2009, Coca-Cola launched a campaign called "open happiness" which i think basically means to sit back, relax, and open a Coke and be happy.
I believe that Coca-Cola uses all the elements in the promotional mix.
  1. Advertising- Coca-Cola uses the form of television, magazines,billboards, internet, etc to promote the company and products.

    2. Public Relations- on the company's website, there are different categories where consumers can view the different things that goes on within the company. At present the company will be leading the summer energy saving efforts supporting reconstruction in Japan.

3. Sales Promotion- there is a site called "my coke rewards" and it's where consumers couls win free gifts, trips, and many more.
4. Personal Selling- the company sells its product (syrup) to bottling companies and the bottling company then sells the product to retailers etc.

AIDA Concept outlines the process for achieving promotional goals. AIDA which stands for Attention, Interest, Desire, and Action also occurs within the Coca-Cola company. To gain customers attention, the company makes a lot of advertisement and in colors that will get the attention of many including mine. We the customers find it interesting because there are many different choices to choose from and the prices are affordable and also desire the drink because they are refreshing and tasty. And finally the action stage i believe is actually purchasing the products.