Analysis of Advertisement Campaigns for Green, Fast Fashion, and Grocery Products

This report analyzes three different advertisement campaigns for a green product, fast fashion product, and grocery product. It examines the objectives, positioning, differentiation, and communication theories used in the campaigns.

INTEGRATED MARKETING
COMMUNICATIONS
NAME OF THE STUDENT:
NAME OF THE UNIVERSITY:

INTRODUCTION
 The following report has considered three different campaign
advertisements involving a green product, a fast fashion product and
a grocery product.
 The report has chosen three different advertisement campaigns from
the You-tube and has analysed them accordingly.

INTRODUCTION
 The analysis has been performed on the basis of the objectives of the
advertisements, positioning and differentiation of the advertisements
and has also completed a proper analysis of the means by which to
relate the different kinds of the communication theories.
 The introductory part help to provide a clear picture of the total
report

THE ADVERTISEMENTS
The different advertisements that has been selected have been
presented below. They are as follows;
 Green product- Coca Cola Sustainability Packaging, Link:
https://www.youtube.com/watch?v=HR50Vb_AWHI

THE ADVERTISEMENTS
The different advertisements that has been selected have been
presented below. They are as follows;
 Fast fashion- Fabric for the freedom launch campaign; Link:
https://www.youtube.com/watch?v=ozJ0_uhjBkk

THE ADVERTISEMENTS
The different advertisements that has been selected have been
presented below. They are as follows;
 Grocery- Grocery Store BC Fruits campaign: Link:
https://www.youtube.com/watch?v=Qq8AxHlLYNwadverisement

OBJECTIVES OF THE
ADVERTISEMENTS
The objectives of the advertisements are as follows;
 Coca Cola Sustianable Packaging Campaign- The advertisement
is aimed at promoting the use of the recycling habits among the
coca cola consumers and save the globe from different kinds of
harmful effects.

OBJECTIVES OF THE
ADVERTISEMENTS
The objectives of the advertisements are as follows;
 Coca-Cola works with a NGO “Keep America Beautiful” and has placed a large
number of bins in proper public places for the people to consume the Coke and
drop the empty cans and bottles inside this bins.
 The company derives finances for such operation from Closed Loop Fund and
recycling Partnership which makes them to easily attain success.
 The company also makes the use of bio plastics to make the bottles which helps to
care about the environment.

OBJECTIVES OF THE
ADVERTISEMENTS
 Fast Fashion- The fast fashion advertisement in the following presentation has
had the objective of making the people especially the people who are fashionably
aware, to get an understanding of the unsustainable nature of the fashion industry
(youtube.com/watch?v=ozJ0_uhjBkk 2019).
 The advertisement aims to address this plight and vows to produce clothing that
can be sustainable enough environmentally and can assure the freedom of a large
number of people associated with the clothing industry.

OBJECTIVES OF THE
ADVERTISEMENTS
 Grocery Store- The BC grocery store campaign has the objective of
assuring its customers about the quality of the product and showing
the huge demand of the product (youtube.com/watch?
v=Qq8AxHlLYNw 2019).

MARKET POSITIONING AND
DIFFERENTIATION
 Each of the three products and the campaign of the advertisement s
of the three different products has its own set of positioning and
differentiation.
 The consideration of the first product, it can be said that the first
product can be differentiated by means of a totally new kind of
approach which involves the sustainable packaging of the coca cola
drinks and other products by means of bio technology.
 The use of this particular product to make the following products
has been helpful for making Coca Cola a green brand.

MARKET POSITIONING AND
DIFFERENTIATION
 The second product on the other hand totally sets out a name for
itself. This involves the creation of the fabric brand that involves the
creation of sustainable and environment friendly clothing brand.
 Lastly, the third brand which is the BC grocery store clearly sets out
a unique name for itself as it is seen that the person in spite of
stealing the other fruits was concentrating on the apples that were
displayed on the rack of the BC fruits.

COMMUNICATION THEORIES
 The communication theories used in all these advertisement
campaigns are the use of the Coordinated Management of Meaning.
 According to, Wang and Li (2017) the coordinated management of
meaning involves the providence of meanings through different kinds
of the conversations.
 At the time of the highlight of the advertisements, a number of
different conversations are provided which relates to the subject
matters.

REFERENCES
 Wang, Y. and Li, Y., 2017. Understanding “Native Advertising” from the
Perspective of Communication Strategies. Journal of Promotion
Management, 23(6), pp.913-929.
 YouTube. (2019). Fabric For Freedom Launch Campaign // Sustainable Fashion..
[online] Available at: https://www.youtube.com/watch?v=ozJ0_uhjBkk [Accessed
29 May 2019].
 YouTube. (2019). Grocery Store *Extended Cut* | BC Tree Fruits 2018 Harvest
Campaign. [online] Available at: https://www.youtube.com/watch?
v=Qq8AxHlLYNw [Accessed 29 May 2019].
 YouTube. (2019). Coca-Cola Sustainable Packaging. [online] Available at:
https://www.youtube.com/watch?v=HR50Vb_AWHI [Accessed 30 May 2019].