Post on 25-Dec-2015
Media Strategies – Coca Cola
• From 1971 – 2013
• http://www.youtube.com/watch?v=1VM2eLhvsSM&safety_mode=true&persist_safety_mode=1&safe=active
• http://www.youtube.com/watch?v=FYuykEGyjqg&safety_mode=true&persist_safety_mode=1&safe=active
1. Bandwagon• Bandwagon is an appeal to the subject to follow the
crowd, to join in because others are doing so as well. “Everyone else is doing it…”
3. Celebrity Endorsement • Nikon Aston Kutcher
• Pepsi Micahel Jackson
• Make-up Jessica Alba
Got Milk Campaign
4. Emotional Appeal• Advertisers appeal to common the emotions
• Fear • Anxiety• Self-esteem • Love• Happiness • Pride
•SPCA•Smoking
• http://www.youtube.com/watch?v=NdLsQcYyAcc&safety_mode=true&persist_safety_mode=1&safe=active
• http://www.youtube.com/watch?v=WuLkd-f_oLU&safety_mode=true&persist_safety_mode=1&safe=active
• http://www.youtube.com/watch?v=Nm_LqmK1AAw&safety_mode=true&persist_safety_mode=1&safe=active
• http://www.youtube.com/watch?v=99msEwWpJBE&safety_mode=true&persist_safety_mode=1&safe=active
http://www.youtube.com/watch?v=EJ91BHlqC6c&safety_mode=true&persist_safety_mode=1&safe=active
5. Facts and Figures• The media use facts and
figures in order to show credibility.
• They convince you of something by showing you data.
• However, the data can be misleading or can exclude important information.
6. Gender or Sex Appeal• Why does this appeal to
people?• How does it appeal to
men? To women?• Are there differences in
how both genders react to advertisements?
7. Name calling• Usually found in political ads, name calling is tended
to discredit an opponent.
8. Plain folks
• Why would people want to be considered “simple folk”?
9. Shock Appeal• Advertisements with shock appeal deliberately startle and
offend its audience by violating norms for social values and personal ideals.
• Shock advertising is designed to break through the advertising “clutter” to capture attention and create buzz.
10. Snob Appeal• Some companies brand themselves as only being for rich
people. Why do you think this is?
11. Testimonials• Testimonials are statements written or spoken by
consumers of products. They back up companies’ claims that their products work or are of high quality.
• Think infomercials or exercise programs