Modern advertisement and North Pole

What does Coca Cola do in the arctic?


Coca Cola would be one of the most consumed drinks all over the world. This company has always been active in the field of advertisement and they generally divide the history of advertisement into three parts:


1.The first stage was when the advertisements was product-based. It was after the industrial revolution. It was the time when customers were satisfied as long as their need is met. And this fact paved the way for the second stage.


2.After industrial revolution has started the mass-production, there started competition among companies that produced the products of same category. So, corporations invested in advertising to influence consumer opinion and behavior in their battle fields of survival rather than lower prices or develop new goods. This became the Second Stage. The second stage focuses on services and appeals to customer’s emotions.  Then, customers realized that companies treated them as no more than potential buyers, never fully understanding their value that drive them to choose the product of one company over the other. This led to the current stage of advertising.


3. In this stage the values and moralities were paid more attentions by the society  than it used to be and it  changed the product mark approach to trade mark.


One of the strategies of the third stage can be cause-related marketing. For instance, one company uses a non-profitable organization or a charity in its advertisement and both of them will be achieved and that is to be seen more.

Coca Cola successfully uses the cause-related marketing by promoting Arctic Home Campaign. and, in its most recently advertisements, it has sponsored this campaign by making a video which shows a polar bear being endangered.

Coca Cola believes that today, those advertisements like sponsoring a company for a spiritual goal is much better than those which exclusively show the product itself during the films and series.

This company truly believes that the current advertisements on TV will involve only auditory and visionary senses while an effective advertisement must engage other senses in the viewer. For instance, the above mentioned  ad about the polar bear will influence the audience’s emotion.


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