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Essay / Research Paper Abstract
5 pages. With so much at stake these days and with the growing competition between products, it has become a science to determine how to get the consumer's attention, and ultimately, the consumer's dollar. Coca-Cola is currently experiencing both threats and opportunities in the choices being made towards getting the most impact out of its advertising. Bibliography lists 3 sources.
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5 pages (~225 words per page)
File: D0_JGAcokec.doc
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advertising. Bibliography lists 3 sources. JGAcokec.doc Coca-Cola: Threats and Opportunities 08/2001 to Use This Paper
Properly, INTRODUCTION With so much at stake these days and with the growing competition between products, it has become
a science to determine how to get the consumers attention, and ultimately, the consumers dollar. Coca-Cola is currently experiencing both threats and opportunities in the choices being made towards
getting the most impact out of its advertising. THREATS TO COCA-COLA Coca-Cola is currently experiencing the most closely run race
with its competitors than ever before. Number one competitor, Pepsi, is rapidly gaining ground, and Coca-Cola realizes that changing its advertising impetus might be one way around this problem.
Coca-Cola has always been one of the most visible of logos the world has seen, but with new technology springing up and new means of advertising and getting in
front of the consumer, Coca-Cola is realizing it cannot be all places at once. We have seen advertising become so important within industry
that many of the larger corporations now have advertising firms actually serving on their boards of directors. There is less focus on customer service now than there is on
creativity in eliciting the right associations and delivering messages effectively. Because of widespread media coverage in todays society, Coca-Cola has found it
is found to be extremely cost-effective to effectively communicate messages to the public which emphasize brand name to key targets. Through editorial comments, promotionals, competitions within the press and
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