The Coca-Cola Company has strongly employed a mass media methodology as an integrated component in its marketing communication mix. Specifically, in the mass media methodology, it includes advertising, print media, and banner ads. In general, our team chooses the effective approach in the utilization of the marketing communication mix includes advertising (mass media), direct marketing, sales promotion, web-based interactive, and social media marketing. In the ideal world of marketing communication mix, the five categories such as advertising, personal selling, sales promotion, public relations, and direct selling have been proven and tested in the market through the years. In addition, most companies all over the world used the specified marketing communication mix to continue its advertising and marketing objectives. Similarly, the existence of the Coca-Cola Company with its innovation of the products, marketing, sustainability, and culture demonstrates strong advertising and marketing strategies globally. It is necessary to have a quality decision-making to appropriately utilize the specified marketing communication mix in order to achieve the certain marketing objectives of a company. Also, it is significant to consider the virtual strengths and weaknesses of every component of the specified mix. Above all, a company must have a balanced approach to create an effective and integrated approach to the marketing communication and to devote sufficient resources to every component to achieve successful outcomes.
Fundamentally, the specified marketing communication mix has its definition as follows:
(1) Advertising is a paid form of non-personal presentation and promotion of ideas, goods, or services by the certified sponsors. (2) Personal selling is a personal presentation of the company’s sales forces for the intention of making sales and building customer relationships. (3) Sales promotion is a short-term incentive to promote the purchases or sale of products or services. (4) Public relations refer to the building of good relationships with the company’s diverse communities by obtaining the favorable publicity, building up a good image, and handling or heading off unfavorable rumors, stories, and events. (5) Direct marketing is a direct communication with the targeted consumers to obtain direct responses and promote lasting customer relationships in the market.
Considering our chosen valuable approach in the utilization of the marketing communication mix that includes advertising, direct marketing, sales promotion, the web-based interactive marketing, and social media marketing, we strongly believe that these would enhance or promote the products and services of the company.
In the advertising category, it focuses on the mass media advertising, print media, and banner ads respectively. The television advertisements such as commercials are very effective based on the target market, competition, and positioning. However, the only disadvantage, so far, is the other competitive companies, which utilized the same strategy. Also, television advertising can gain better marketing and wide coverage to convince targeted customers appealing to their senses. The print media are a useful way to advertise the products and services through magazines. Geographically and demographically, the print media can help the company choose the targets in the market. The outdoor advertising is a strategy that positions the advertisements and achieves higher repeat exposure in the market. Evidently, among other companies, the Coca Cola Company ranks as one of the top users of the outdoor media. Lastly, the Internet is one of the most popular means to promote the products and services of the company. With the company’s own website, it is very simple to navigate through it and the website allows the customers to have an interactive activity on games, shopping, contests, and a way to help the community.
In the direct marketing, the company utilizes this category for many years of its existence in the corporate world. Basically, the Coca-Cola Company partners with different establishments such as restaurants, movie theaters, and more to carry its products and services for the public and its patrons. Through direct marketing, the customers have the easy way to purchase anytime and anywhere wherein the certain establishment only offers Coca Cola products. The Company has the controlling force for the restaurant, for example, as Coca Cola to be its exclusive distributor. In addition, the Company utilizes the sporting events, invite retailers, and mobile advertising businesses (mobile graphics for a personal level).
The sales promotion is an activity that implements and boosts the sales of the products and services of the company. Though sales promotion, the company can run its sales to gain a quick increase in its sales. For example, the company offers its products to its retailers for lower prices, as a result, the retailer sells the products on sale. Moreover, aside from the retailers, the food service activities can help emphasize the Coca-Cola products. For example, the menu optimization and specialty beverages through their meals comprised the convenient foods supplemented by the Coca-Cola products for accompaniment. In general, the retailers and food services, mobilize the ads in their store sales cycles in order to attract consumers.
Lastly, the web-based interactive and social media marketing constitute the benchmarks of the company. Universally, the Coca-Cola brands have been recognized worldwide. For example, the fans in the social media channels are engaged with the brands and its differing methods that provide the individual social networking sites a unified message upheld by the company. Specifically, the crowd-source content and the direct engagement are the trademarks of the social media marketing of the company. Furthermore, the web-based interactive marketing offers a reliable and functional level of marketing such as banners, public relations, and video. Additionally, the new products, social, cultural and sporting events, and online games are the heart of the Coca-Cola website content. The commitment of the company to the campaign of audience engagement throughout the online marketing movements is well recognized globally.
Works Cited
Coca-Cola Company. About Us: Coca-Cola Company. 2016. 19 March 2016 <http://www.coca-
colacompany.com/innovation/marketing/>.
Dolak, Dave. The Marketing Communications (or Promotional) Mix. 2015. Web. 19 Mar 2016.
<http://www.themarketingguywhodrivessales.com/crashcourse/promix.htm>.
