MKT3004S Marketing Communications & Digital Marketing
10 Pages2288 Words236 Views
MKT3004S Marketing Communications & Digital Marketing (MKT3004S)
Added on 2019-10-31
MKT3004S Marketing Communications & Digital Marketing
MKT3004S Marketing Communications & Digital Marketing (MKT3004S)
Added on 2019-10-31
ShareRelated Documents
Running head: MARKETING COMMUNICATIONS AND DIGITAL MARKETINGMarketing communications and digital marketingName of the Student:Name of the University:Author’s Note:
2MARKETING COMMUNICATIONS AND DIGITAL MARKETINGTable of ContentsQuestion 1: Elements of 2008 Beijing Olympics IMC Campaign’s Communication Mix.............2Question 2: Coca Cola’s Communication for Long Standing Association with London OlympicGames 2012.....................................................................................................................................3Question 3: Difference behind Marketing and Campaign Objectives of Coca Cola BeijingOlympics 2008 and London Olympics 2012 IMC Campaigns.......................................................4Question 4: Unique Element in the Coca Cola London Olympic 2012 Campaign and Itsdifference from Beijing Olympics 2008 Campaign.........................................................................5Reference.........................................................................................................................................6
3MARKETING COMMUNICATIONS AND DIGITAL MARKETINGQuestion 1: Elements of 2008 Beijing Olympics IMC Campaign’s Communication MixThe communication mix of 2008 Beijing Olympics IMC Campaign covered all the aspectof advertising, outdoor communication, On-Pack Communication, Online and InteractiveCommunication, Packaging and Merchandise, sales promotions and Public Relation. In case oftelevision ads, there global television commercial has launched, where the advertising campaigncelebrated the 80 years of partnership between Olympic Games and Coca Cola. The campaignwas actually uplifted on positive moment of life. According to International Olympic Committee,(2008), Coca Cola launched large outdoor campaign through the advertisement on bus shelterson the both sides of major streets. This advertising was actually designed to celebrate thebeginning of one-year countdown to August 2008. Furthermore, Wang, (2015) opined that CocaCola launched innovative composite bottle and logo for on-pack communication. The design ofthe logo was actually based on flying red kite having the background of cloud and effectivethemes for showing China to the World. The organization also launched innovative bottlestargeting at the young customers. Dolles and Söderman, (2013) pointed out that Olympic Communication incorporatedinteractive online experience at MyCoke.com. It bought Coca Cola and Olympic Games to life inglobal basis. The programs also allowed people towards designing digital coke bottle and sharethose designs with others. Furthermore, “WE8” fostered global collaboration between eightprogressive musicians and eight visual artists for connecting with more people. Apart from that,Söderman and Dolles, (2015) stated that Coca Cola has also fostered online communicationthrough Olympic Photo Montage, where almost 17 million photos were distributed among theconsumer of China for making largest Olympic Photo in the history. The Olympic interactivemedia of the organization was also fronted by Bluetooth Interactive media. As per Fortune.com,(2014), Coca Cola launched various special merchandise activities towards communicating theassociation with Beijing Olympics. The organization launched special pins, cans and tradingcards, which were actually purchased and sold by Olympic enthusiasts mostly through e-Bay.Coca Cola also launched unique contests, whereby Chinese customers were able to enter uniquecodes for having lucky coupons and spending with the Olympic Star Team.
End of preview
Want to access all the pages? Upload your documents or become a member.
Related Documents
Marketing and Management: Case Study Analysis of Coca Cola's Communication Mix for Beijing and London Olympicslg...
|10
|2786
|230