Advertisement is an old marketing tool, that provide means of communicate the need to buy services and goods.
In style advertisements represents the way the society develops, and it is dynamic as it is ever going through changes. [1]It offers new products and services on the market using new techniques and communication media.According to TNS media intelligence, in America alone, advertisement expenses reached $ 144.32 billion in 2005. in another report by price water house coopers titled “global entertainment and media outlook: 2006-2010” global spending on advertising was estimated to be $385 billion, and the firm projected that, the spending on advertisement will by 2010 go beyond a half a trillion dollars.
Though, advertisement is important for economic growth, it has some social costs.The “Coke Side of Life” advertsThis paper is going to examine the “coke side of life” advert that is currently running in television stations and other media houses. Coca- Cola Company is a well known multi international beverage company, and is well known for its products, which include Coke or coca cola soda together with other brands like Spite, Fanta, Diet coke and other various beverages, including juice, water, coffees, juice drinks, and even sports drinks. The company has distribution in over 200 countries all over the world.It is estimated that consumers consume more that 1.4 billion servings per day.
Coca-Cola Company has been able to capture this market through production of high quality beverages and aggressive marketing that comprises advertisement.[2] In keeping with this advertisement, the company currently runs an exciting advert on television and other mass media going by the theme of “coke side of life”Role of researchBefore the company launched this thrilling and successful commercial it must have done through research, which was based on; creating the theme, defining the copy platform, testing the advert, the effects of the advert and also the target audience.Research in advertisement is meant to prevent wasting company resources on adverts which will not be effective. The research has to be done before, during and after the advert is running. The research provides an indicator of the effectiveness of the advert.
[3]Currently there are many ways of carrying out advertisement research, and the agency that produces the adverts will have to perform this research before commissioning the advert. The first thing to do is copy testing which will determine the best advertising idea, the theme, the main selling point of the advert, then after this the commercial can be produced and aired in televisions or put on the newspapers.Research reliabilityAdvertisement research is not meant to give facts on the ground but, rather it is supposed to reflect on the expected tendencies and also indications of the market response.[4]The results can be debated on.
It is also important to have a big data for the company to get more accurate data. Thus, before the company came up with the commercial it must have had some expectation from the data collected. If the company plans a well and compressive research the actual results from the ground will not be far from the research findings.Creating the conceptIn creating the concept of the advert “Coke Side of Life”, must have researched well on the current trends on the market and of consumers.
Today many people want to be associated with positive things, and this commercial capitalizes on that. As Marc Mathieu, a leading vice president of the company says this advert from Coca-Cola encourages the public to positively make their choices.[5]The commercial challenges the public to come up with their real issues that are positive, be spontaneous and be able to hear their hearts while living their lives in complete colour. The concept of the advert is that coca cola soda is at its best when it shows simple and optimistic times in life. Thus the coke side of life identifies universal experiences as those where a coca cola soda is providing refreshments and uplifting.To come up with such a good advertisement a lot of research work has to be carried out.
The main three purposes of the research are one; define the theme of the advertisement, two; pre-test the advert, three; come up with media schedule.[1] Jefkins, F. (1994): Advertising, Financial times, Pitman publishing[2] Gary, H (2007): Coke advertisement: retrieved from; http://news.bbc.
co.uk/ accessed 2007-08-06[3] Shari, G (2003): Made You Look - How Advertising Works and Why You Should Know, Toronto: Annick Press[4] Otto, K. (1966): Advertising Procedure, Englewood Cliffs, N.J., Prentice-Hall.[5] Mathieu, M (2007): “Coke side of life” slogan: retrieved from www.cokesideoflife.de/html accessed on 2007-08-06
