For starters, DOES ANYONE KNOW HOW TO TURN A POWERPOINT INTO A VIDEO? I've tried several times and none of the videos let you see the slide animations, so I apologize for the terrible PP quality.
Advertising is one of the key strategies in every company. You shouldn't be surprised if you find that most of a companies spendings is on advertising. That's how important it is. In todays world there are many different ways in which companies can advertise and each way has a unique structure and requires specific execution. With Coke and Pepsi, we discussed how they use Endorsements, Television, Film, and the Internet as tools for advertising.
With Endorsements, Coke and Pepsi have both employed a variety of celebrities in order to sell their product. For example, Coke used Bill Cosby and Taylor Swift, whereas Pepsi used Snoop Dog and Michael Jackson. No offense to Taylor, but Pepsi does the better job at hiring "hip" celebrities. This is part of their branding as a more lively and up to date soft drink, in comparison to Cokes "classic" branding.
In Television, the main way in which companies advertise is through commercials. Here, Pepsi and Coke again use different tactics. Coca Cola, keeping with their classic feel, utilizes the fact that they are a very well known brand and keeps their ads more subtle in comparison to Pepsi. For example, in the 60s, Coke came out with the famous Hilltop commercial and, even though you could see coke bottles in some shots, the commercial focuses more on the original song and the diverse group of people who are gathered together happily singing while drinking Coke. Pepsi on the other hand created a commercial with Michael Jackson in which they re-wrote the lyrics to Billy Jean in order for the song to appeal to the "Pepsi Generation." The commercial is filled with lyrics that talk about Pepsi and people dancing while holding/drinking Pepsi cans. Very subtle Pepsi... very subtle.
In film, we see the same thing. Coke is more subtle while Pepsi is more in your face. A perfect contrast would be Elf and World War Z. In Elf, there is a dinner scene and Buddy takes a bottle of coke and chugs it in order to burp really loudly. The only time we really see the bottle is when he picks it up. There are no close ups of the logo or lines where Buddy says "I NEED Coca-Cola!" Compare that to the scene in World War Z where Brad Pitt needs to take a pause in the action to stop by a Papsi vending machine - that is somehow STOCKED with Pepsi cans several weeks into a zombie apocalypse - and drink from the can in a perfectly framed advertising shot.
Lastly companies have the internet which is a beast of it's own. There are many forms of advertisements such as banner ads, spam, and popups. However some companies get very intricate with their advertising. One of the ways Google makes its money is by selling ad spaces, search result hits at the top of the page, and they even sell your search information. This is why whenever you go on amazon and search up a specific product like Gillette Razorz, you will all of sudden see side banner ads on other websites for those razors. It's kind of creepy when you think about it.
But don't, because that's not what the companies want you to do.
Here is the link to the power point:
Group 4 Power Point
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