INTRODUCTION
The focus of this level will be Celebrating 125 years of coca cola, concentrating on the integrated merchandise communications and the role of e-marketing within the event. An synopsis of the current use of e-marketing will be undertaken and subsequent recommendations outlined.
take BACKGROUND
In a bid to celebrate its 125th anniversary, Coca pinhead initiated a multi-channel campaign to say thank you to their consumers, employees and partners for their go on loyalty (Coca Cola, 2011). The influence of the campaign is the brands rich and iconic inheritance over the decades, as well as recognising its enduring woo and celebrating 125 years of bringing happiness in a bottle(Coca Cola, 2011).
Elements of the campaign included-
* Outdoor events
* TV advert
* Limited reading packaging
* Outdoor advertising
The campaign also conducted an e-marketing campaign using mixed media. Consumers were able to upload a photograph of themselves, chose a mutation of designs and backgrounds to create their retro Coca Cola poster, (See Figure 1). An I Pad application program was also released by Coca Cola illustrating the brands journey through the years.
Figure 1 (cokezone.com)
E-MARKETING
Electronic marketing is the process of marketing accomplished or facilitated through the application of electronic devices, appliances, tools, techniques, technologies and or systems (Peterson, 1997:6).
Electronic resources are facilitating the management and executing of marketing activities effectively and efficiently. New electronic technologies make for speedier and less(prenominal) costly introduction of marketing activities. This proves vital for an organisation run within any market, as consumers strive to keep up with latest technologies and information.
The electronic marketing activity management (EMAM) model (see...If you want to get a full essay, order it on our website: Ordercustompaper.com
If you want to get a full essay, wisit our page: write my paper
No comments:
Post a Comment