# data[].attributes.body
Degree: UCPR
i wanna learn more about the right way to communicate to the public.

Not sure yet.

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…Communication and Public Relations
…I want to learn the way to apply the knowledge I’ll learn in the real life
… A spoke person of our own and for company

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MP
Learn more smtg related to MP, maybe lighthing and stuff....
...I was blank

# data[].attributes.body
- Degree in PR
- Learn to plan an event
- Not sure

# data[].attributes.body
Degree in public relation
Learn on more skills in event management and communication

# data[].attributes.body
Degree: BA (Hons) Mass Communication and Public Relations
What do you want to learn most: How to be a successful PR practitioner
What did you thought when you heard about this course: Events management, human management, publicity, media

# data[].attributes.body
Name: Meerul
Degree: Public Relation
I wanna learn how to be the very best
Research, research and MORE RESEARCH

# data[].attributes.body
Degree  in MP
learn anything that helps me get through with life
that it will be useful in my life

# data[].attributes.body
Degree in New Media
Marketing
Plan how to do marketing

# data[].attributes.body
Degree
- New Media Advertisement
What do you want to learn most?
- Advertising
What did you thought when you heard about this course?
- Unsure as of now.

# data[].attributes.body
Degree: communication and public relations
What do you want to learn most: how to communicate with others h
What did you thought when you heard about this course: Event management

# data[].attributes.body
Name: Mun Yee
Degree: PR
Learn to not die
"Oh, one of those courses." Basically, thought of nothing.

# data[].attributes.body
Name : Azza
Degree : Media Production
What do I want to learn the most : Videography
What did I think when I heard about this course : Mr. Edmund + Calculations + I should probably buy a calculater soon

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PR
-corporate communications
-advertising advertising advertising..

# data[].attributes.body
Name: Jie Ning (Jac)
Degree: New Media & advertising
Learn: How To do media planning.
What I thought: A lot of data need to calculate 🧐

# data[].attributes.body
P. Relations
Something that I don't learn before in Diploma...
Event planning with groups again and it's gonna be hard tho 😂

# data[].attributes.body
Degree in MP
Film making and cinematography
Planning

# data[].attributes.body
Desmond
Degree in Media Production
Directing/producing
Maths, planning strategically

# data[].attributes.body
Wei Lin | New Media Advertising
I’d like to learn more advertising stuff and as new media has became the trend, I supposed there’ll be great opportunity in this field.
I think it’s some sort of like Media planning where we get to learn about various type of media and selection of media for different kind of advertisement?

# data[].attributes.body
Nurul
-PR
-Everything be it frm the simplest things or the hardest. Event was never my thing but I think I’m gonna try to develop more interest in it so I pretty much wanna learn the “beauty” of PR
-“oh dang”! (:

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Maple
PR
Be a good event planner
Not sure

# data[].attributes.body
Danyale
Degree in PR
Understand what is media planning strategy

# data[].attributes.body
PR and comm
What I want to learn: Surprise me lol
Just to try my best :)

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1. Direct marketing
2. Web based and social media marketing campaign
3. Sales promotion on retail and food service

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Published on
Integrated Components Used

Gregory Stringer, MS

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Master's degree in Social Media Marketing.

This case study examines the Coca Cola IMC approach as described in the Cola War blog ( http://softdrinkcolawar.blogspot.com/). Factors considered will include an examination of which components are expended in regards to the integrated approach, the comparative importance of the components, component efficiency, and the overall success of the IMC approach.

The integrated components used by Coca Cola employed a mass media methodology which included television advertising, print media and banner ads. The approach utilized a marketing mix of advertising, direct marketing, as well as Web based interactive and social media marketing and sales promotion.

Coca Cola advertising has historically been among the most prolific in marketing history. The various ad campaigns throughout the company's one hundred twenty nine year history have often had a major impact on culture and society, including a hit song which received airplay on popular radio stations in 1971. The logo and bottle designs are immediately recognizable throughout the world, and are integral to the brand's image and recognition in the marketplace (Wikipedia, 2015). In the southern U.S. the beverage is so pervasive that all soft drinks, typically referred to variously as soda, pop, or soda pop, are called Coke (McConchie, 2015). Coca Cola has repeatedly been ranked as the number one soft drink in the world as a direct result of their aggressive advertising campaigns, and was even the first soft drink consumed by astronauts in space (Hartlaub, 2015).

Direct marketing efforts by Coca Cola are myriad. The devices operated incorporate vendor company partnerships designed for exclusivity, i.e. restaurants and movie theatres only offering Coke products, eliminating any direct competition. They sponsor sporting events via use of the company, e.g. baseball fields, again offering attendant consumers the brand's products solely. This allows for one-to-one sales to important clients in especially reserved seating areas. Mobile marketing endeavors send out text messages in an attempt to personalize promotions, and viral marketing exertions rely heavily on word-of-mouth communication from brand loyalists (Wilkin, 2009).
Comparative Importance of the Components
Web based and social media marketing campaigns constitute industry benchmarks. Because the brand is so universally recognized throughout the world, little if any audience building is necessary. Fans number over eighty six million across social media channels engaged by the brand. Differing tactics are provided on individual social networking sites, yet a consistently unified message is upheld. Crowd-sourced content as well as direct engagement are hallmarks of Coca Cola's social media marketing (Shively, 2014). Web based interactive marketing is focused on design and functionality, relying on banners, video and public relations. New products, online games, and social, cultural and sporting events are the focus of the Coca Cola Website content (Darakeva, 2013). Coca Cola's commitment to a campaign of audience engagement throughout their online marketing crusades is well recognized.

Sales promotion for Coca Cola is aimed at two strategies, retail and food service. Retail efforts are directed toward company partnerships, direct store delivery and point-of-sale (POS) techniques. Reliance on exclusive company partnerships wherein restaurants only offer Coke products eliminates competition. Direct store delivery is a crucial link in the value chain, and offers mobile advertising with bright red delivery trucks emblazoned with the brand logo. POS displays include brand specific coolers for in-store sales along with vending machines which carry Coke products. Food service activities emphasize Coke products in food pairings, menu optimization, and specialty beverages. Meals comprised of convenience foods such as hamburgers, hot dogs, French fries, etc., are often supplemented by the suggestion of Coke products for accompaniment. Such foods may be combined with Coca Cola brand drinks for menu optimization, which may include specialty beverages such as Diet Coke, Cherry Coke, and others (CokeSolutions, 2014).
Component Efficiency
A comparison of the relative importance of the Coca Cola IMC components reveals a marketing communications mix which is iconic. So much of the brand image is immediately recognizable, right down to the bright red and white lettering of the names Coke and Coca Cola. This imagery is carried out globally, and is so established and acclaimed world-wide that even in languages that may not be familiar in local markets are readily known by consumers (Wikipedia, 2015). Multi-lingual ad use was in fact the case during the recent airing of the NFL Super Bowl Championship, in which the use of English, Spanish, Tagalog, Hebrew, Hindi, Keres, and Senegalese-French languages were incorporated along with the song America the Beautiful (Indian Country Today Media Network, 2015).

The Coca Cola IMC messaging has established a longing for the product that supersedes the desire for that typically associated with a drink to quench one's thirst (Dudovskiy, 2015). The rank and positioning of the elements used as part of the integrated marketing approach cannot therefore be overstated. The resultant international presence of Coca Cola is a direct outgrowth of the marriage of the advertising, direct marketing, as well as Web based interactive and social media marketing and sales promotion efforts that have been included over the years in their IMC endeavors. Coca Cola has established itself as a player on the large-scale stage as a direct outcome secondary to the comparative importance of the components of the integrated marketing communications mix.
Overall Success of the IMC Approach
The efficiency of the combined IMC elements has proven to be quite lucrative. Revenue has recently been listed at forty six billion USD, with a profit margin of 15.43% and a book value per share of six dollars and ninety five cents USD (Yahoo! Finance, 2015). Annual sales in excess of forty six billion USD and a ranking of #4 of the World's Most Valuable Brands place Coca Cola squarely on the global market. The company, which was incorporated on September 5, 1919, now carries over five hundred different beverages which are marketed on six continents (Forbes, 2014).

The competence of the combined components used in the Coca Cola integrated marketing communications exemplifies the excellence that can be achieved by a single brand. The achievement can further be evaluated by examination of media metrics such as advertising equivalency, the sum total audience which has been attained through particular media outlets, statistical figures of journalists hosted, number of articles published etc. In terms of market share benchmarks, Coca Cola is promoting and selling its products in over two hundred countries, and employs almost one hundred forty thousand associates, lending credence to the consideration of the company as a market leader in the majority of these marketplaces. Assessment of unique Website visitors, length of visit, search engine results (both free and paid) numbering in the billions on both Google and Bing as well as others offer insight to the combined component efficacy (Dudovskiy, 2015).

An effective integrated marketing communications approach that is deployed and maintained is an essential modern business requirement (Perner, 2008). In terms of successful outcome, Coca Cola's IMC approach has set a standard that offers a point of reference of desired triumph that is enviable across the industrial landscape. Record-setting sales and revenues, brand visibility and recognition and positioning on the global market are indicative of the Herculean levels of accomplishment achieved by the company. Coca Cola products are consumed world-wide as a direct result of retail and in-store marketing efforts which are meticulously detailed. In the almost one hundred thirty years of business practice in the soft drink trade, Coke has risen to the top of the industrial food chain.

The elements which are expended in regards to the integrated approach, the comparative importance of the components, component efficiency, and the overall success of the IMC approach have combined to create a sensation that customers have warmly embraced. As long as this integrated marketing communications strategy is utilized there is no doubt that Coca Cola will continue to be a market leader that is universally recognized.

Works Cited

CokeSolutions. (2014). Beverage Sales Strategies for Soft Drink Marketing. Retrieved March 1, 2015, from CokeSolutions: http://www.cokesolutions.com/MarketingTools/Pages/Site%20Pages/Strategies%20and%20Solutions.aspx

Darakeva, V. (2013). Internet marketing of the Coca Cola Company. Retrieved February 28, 2015, from Slideshare: http://www.slideshare.net/VenelinaDarakeva/internet-marketing-of-the-cocacola-company

Dudovskiy, J. (2015). Coca-Cola Marketing Communications: A Critical Analysis. Retrieved March 1, 2015, from Research Methodology: http://research-methodology.net/coca-cola-marketing-communications-a-critical-analysis/

Forbes. (2014). Coca Cola on the Forbes World's Most Valuable Brands List. Retrieved March 1, 2015, from Forbes: http://www.forbes.com/companies/coca-cola/

Hartlaub, P. (2015). Sweet! America's top 10 brands of soda - Business - US Business - Food Inc. | NBC News. Retrieved March 1, 2015, from NBCNews: http://www.nbcnews.com/id/42255151/ns/business-us_business/t/sweet-americas-top-brands-soda/#.VPL2zWd0z1I

Indian Country Today Media Network. (2015). Coca-Cola's 'America the Beautiful' Super Bowl Ad Causes Stir - ICTMN.com. Retrieved February 28, 2015, from Indan Country Today Media Network: http://indiancountrytodaymedianetwork.com/2014/02/03/coca-colas-america-beautiful-super-bowl-ad-causes-stir-153391

McConchie, A. (2015). The Pop vs. Soda Page. Retrieved February 28, 2015, from Pop vs. Soda: http://popvssoda.com/

Perner, L. (2008). Promotion: Integrated Marketing Communication. Retrieved March 1, 2015, from ConsumerPsychologist: http://www.consumerpsychologist.com/intro_Promotion.html

Shively, K. (2014). Lessons from Coca-Cola's Social Media Strategy: Cohesive Campaigns and Creative Content | Simply Measured. Retrieved March 1, 2015, from Simply Measured: http://simplymeasured.com/blog/2014/05/22/lessons-from-coca-colas-social-media-strategy-cohesive-campaigns-and-creative-content/

Wikipedia. (2015). Coca Cola - Wikipedia, the free encyclopedia. Retrieved February 28, 2015, from Wikipedia - The Free Encyclopedia: http://en.wikipedia.org/wiki/Coca-Cola

Wilkin, R. N. (2009). Coca Cola's Original Coke: Marketing Communication Mix. Retrieved February 28, 2015, from Blogspot: http://cocacolasoriginalcoke.blogspot.com/2009/04/marketing-communication-mix.html

Yahoo! Finance. (2015). KO Key Statistics | Coca Cola Company (The) Common Stock | Yahoo! Finance. Retrieved March 1, 2015, from Yahoo! Finance: http://finance.yahoo.com/q/ks?s=KO+Key+Statistics

Master's degree in Social Media Marketing.

# data[].attributes.attachment_link.title
Case Study: Coca Cola Integrated Marketing Communications

# data[].attributes.attachment_link.description
This case study examines the Coca Cola IMC approach as described in the Cola War blog (http://softdrinkcolawar.blogspot.com/). Factors considered will

# data[].attributes.body
- mass media , print media
- Advertising : promote the product and their brand immediately recognizable
- direct marketing

# data[].attributes.body
• Retail and food service strategy, pairing food idea with it. Example in Cinema and fast food restaurant. Consumer will deal with better promotion.

• Web advertising example like sound,video , graphic design.The strong red colour is one of the benifit to attract consumer.

• Direct marketing.Sponsorships to other sporting activities to have one to one sales to the audience.

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1. Aggressive promotion covering both traditional and new media. -> visual advertising -> reoccurring symbols -> repetition builds brand familiarity among consumers.

2. Collaborations and partnerships with retail and food chains -> incorporating the brand/product with human daily needs such as food and clothes.

3. Consideration for international market as they use multiple languages in advertising globally.

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Web based and social media marketing campaigns
Direct Marketing
Sales Promotion

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Using a mass media methodology which are television advertising, print media and banner ads.
Partnership with others company i.e. restaurants and movie theatres only offering Coke productsproducts.
The logo and design of Coca-Cola recognizable throughout the world.

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1. The huge impacts in different culture and society - the songs or advertisements of coca cola is related to the specific culture and society to make the audiences more comfortable using their brand.
2. The colors or designs of the coca cola products in print media's or banners are attractive including their tag lines.
3. To cover specific audiences the product go in their way to persuade and convince them.ex, sports like football, baseball ads.

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Direct marketing; partnership, sponsorship, mobile marketing

Web based and social media marketing campaigns; consistent unified message even different tactics were used; banner, video, PR

Sales promotion; retail, food service

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1. Direct Marketing from the factory to the companies.
2. Exclusivity through partnerships.
3.Capitalize the use of social media that is an advent part of the audience's lives til it becomes a part of the culture

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1. Traditional advertising
They seized the major of traditional advertising which is TV advertising, direct marketing and print media
Example: conquer the restaurant, movi theatres where they only offer coke product.
2. Public communication
They sponsor sporting events where the banner is out there and the attendant there only sells coke.
3. Experimental
They establish multilingual ads and videos to attract potential customers around the globe.

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1. Direct marketing
- Incorporate vendor company partnerships designed for exclusivity
- examples: restaurants and movie theatres only offering Coca-Cola products

2. Web-based Interactive and Social Media Marketing
- Focused on design and functionality, relying on banners, video and public relations
- examples: new products, online games, and social, cultural and sporting events

3. Sales Promotion
- Retail and food services
- examples: company partnerships, direct store delivery and point-of-sale (POS) techniques

# data[].attributes.body
1. Traditional Advertising
1. television advertising, print media and banner ads.
2. Public Communications
1. They sponsor sporting events via use of the company, e.g. baseball fields, again offering attendant consumers the brand’s products solely.
3. Social Media
1. Crowd-sourced content as well as direct engagement are hallmarks of Coca Cola’s social media marketing.

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- television advertising
- print media
- banner ads

# data[].attributes.body
- television advertising
- print media
- banner ads.

# data[].attributes.body
- television advertising
- print media
banner ads.

# data[].attributes.body
- television advertising
- print media and banner ads.

# data[].attributes.body
- television advertising
print media and banner ads.

# data[].attributes.body
- television advertising, print media and banner ads.

# data[].attributes.body
-television advertising, print media and banner ads.

# data[].attributes.body
television advertising, print media and banner ads.

# data[].attributes.body
mass media methodology which included television advertising, print media and banner ads.

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1) Using social media to build up their population (ex: television advertisin). The way that coca-cola expand their market also go through print media & banners.

2) Coca-cola company also corporate with vendor company which the way that they did their sales promotion is through retail & food services.

3) Sponsor for sporting event to build up their population so that people know about coca-cola and will purchase it.

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-Sales promotion
-Web based social media marketing
-TV advertising
-Print media
-Banner advertising

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advertising-tv,print media & banner ads,social media & web based
direct marketing- partnership for exclusivity
sales and promo

# data[].attributes.body
advertising

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- Direct Marketing
- Web-based and social media
- Sales & promotion

# data[].attributes.body
- applied most of the available media
- partnership that eliminates competition
--spreading brand indirectly through fans

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- traditional marketing (TV Ad, print media & banner ads

# data[].attributes.subject
- traditional marketing (TV Ad, print media & banner ads

# data[].attributes.body
- public communication (direct marketing, sales promotions, ad campaigns, mobile marketing)
- digital (web based interactive marketing)
- social media (social media marketing)
- experimental (hit song)
- direct marketing (vendor company partnerships & sponsor sporting events)

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Direct Marketing - Exclusive coverage in Cinemas,Fast food restaurants and sponsorships

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Direct Marketing - Exclusive coverage in Cinemas,Fast food restaurants and sponsorships

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Mobile marketing - Messages that will be personalised
Vira marketing - word of mouth

# data[].attributes.body
Direct marketing
Partnership, sponsorship
Web based interactive
Video, banners and public relations

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Direct marketing