4 ms·
Think of how much advertising Coke does. It's so they can remain on top.
by david422 6y ago
Think of how much advertising Coke does. It's so they can remain on top.
- partiallypro 6y agoI don't really agree. Coke maintains its domination because it signs so many vendor agreements that keep out competition (Pepsi does the same,) and they are really good at it. I think a lot of ad spending that is all "brand" is largely a waste. There isn't really much good data to support it works if you're already massive, I think it's just something that has stuck with the industry, and since they can't really improve their margins anymore...throwing a few million at advertising is a business expense they can write off and it might have -some- effect does make sense. But, you could easily shift that budget to community outreach or whatever and it would probably have almost no negatives. I've worked with so many companies that get towards the end of the quarter and say "well, we have all this ad money, we've got to spend it before the quarter runs out!" They sometimes don't even care how it's spent, it just has to be spent. I really don't think brand advertising itself is the main driver of recognition once you reach a certain point. To be clear, I'm talking about brand only advertising. Product ads are different.
- chillacy 6y agoThat’s a lot of cash to burn for nothing, supposedly though the goals of their brand advertising are building goodwill? At least according to this article https://www.forbes.com/sites/greatspeculations/2016/09/26/coca-colas-advertising-and-marketing-efforts-are-helping-it-to-stay-on-top/#63e8fbd128d7 https://www.forbes.com/sites/greatspeculations/2016/09/26/co... This one seems to have a sales impact but it’s perhaps a more sophisticated campaign https://www.wsj.com/articles/share-a-coke-credited-with-a-pop-in-sales-1411661519 https://www.wsj.com/articles/share-a-coke-credited-with-a-po...