My favorite Coca-Cola ad was
released this year during the 2012 Super Bowl. The ad is titled: "Catch." From a marketing
perspective, I believe Coke did a great job with this add. The ad displays
the message Coke intended to be received. People love and remember animals in
commercial ads. The polar bear has the “Coke Image” people will always
remember. The polar bear’s focus and determination to catch the bottle gets the
views attention. The views keep the commercial on to see if the bear ends up
with the bottle. “
Advertising is paid, non
personal communication through various media by organizations and individuals
who are in some way identified in the message. (p 431)” Television offers many
advantages to national advertisers, but its expensive. This ad was released in
front of the most viewed TV show, The Super Bowl. Coke is one of the leaders in
advertising. “The goal is to use the medium that can reach your desired market
most effectively and efficiently. (p 433)” Two concepts together in the
commercial are the "Northern Lights," which depicts a magical place
where polar bears watch "movies" and drink from bottles of Coca-Cola.
Disadvantages for TV
advertising are high costs, short exposure time, time to prepare the ad, and
recorders may skip ads. One thing missing from this
spot is why the bear cares so much about dropping the bottle of Coke. There
are, like, a dozen more in the tub? Coke should have made that the last bottle.
In reality its not a big deal if he drops the bottle because the bear has more
in his cooler. Coke tries to display the image that ever bottle is worth Cokes
refreshing taste. Coke should have had a different approach on the commercial. “
You do not have a second chance to make a good first impression. That’s why
approach is so important. (439)”
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