Coca Cola: Another Advertising Hit

When you think of Coca Cola what comes to your mind? It wouldn’t be surprising if you thought first of Coke ads. In the history of advertising perhaps no other company has had such a strong and continuous impact on society through advertising. Not only have Coke’s ads been successful at selling its soft drinks, but decade after decade Coca Cola’s ads and campaigns have influenced our very culture by making their way into the hearts and minds of the consumers. A Brief Ad History In the 1920s Coca Cola shifted its advertising strategy, focusing for the first time on creating brand loyalty.It began advertising the soft drink as fun and refreshing. Coke’s 1929 campaign slogan was: The Pause that Refreshes. To this day, that slogan remains number two on Advertising Age’s top 100 slogans of all the time. How about those famous Coca Cola Santa Clause print ads? Most people probably have seen an example of such. What most people don’t realize is that our modern-day vision of Santa as a jolly old man with a white beard in a red suit and hat is to some extent a result of those Coke ads that began emerging in popular magazines in 1931.Before that, the world’s image of Santa was fragmented, with physical portrayals of the legendary holiday visitor ranging from a pixie to a leprechaun to even a frightening gnome. But Coca Cola’s long-running series of ads solidified what was becoming a common U. S. image, making our beloved Santa Clause recognizable around the world. Those Coca Cola campaigns were probably a little before your time. but what about Coca Cola’s 1971 â€Å"Hilltop† campaign. Perhaps you remember its lyrics, â€Å"I’d like to teach the world to sing, in perfect harmony.I’d like to buy the world a Coke, and keept it company. † The song was sung by a choir of young people from all over the world, perched high on a hilltop, each holding an iconic hourglass-shaped bottle of C oke. Within months, Coca Cola and its bottlers received more than a hundred thousand letters about the ad. The ad actually received requests at radio stations; so many in fact, that a version of the song was released as a pop-music single. The jingle’s tagline, â€Å"It’s the real thing,† served as the foundation for Coke ads for years. Still too long ago for you?Maybe you have heard of Coke’s ad showing a bruised and battered Mean Joe Green tossing his shirt to a young fan after the boy shares his Coke with the pro football player. The ad appears consistently at the top of â€Å"Best Super Bowl Ads† lists. Or how about â€Å"Coke is it? † â€Å"Can’t beat the feeling? † certainly you would remember the jingle made famous in the 1990s, â€Å"Always Coca Cola†. And who doesn’t make some associate between the sweet, dark, bubbly beverage and polar bear? Innovative animation technology put those lovable creatures in only a handful of ads, but they are forever etched in the memories of consumers everywhere.These are only some highlights of Coca Cola’s long advertising history, stretching back to the company’s origin in 1886. With so many hits and such a huge impact on consumers, it’s hard to imagine that the beverage giant ever gets into an advertising rut. But as the new millennium began to unfold, many considered that Coke had lost its advertising sizzle. The company was struggling to create ads that resonated with younger folks while at the same time appealing to older consumers. And the company’s ads were routinely out-pointed by those of rival Pepsi. Coca Cola needed some new advertising fizz.Back to the Bowl Where does a company turn when it wants to make a big ad splash? For Coca Cola, it’s thoughts turned to the marquee of all advertising events – the Super Bowl. The company had certainly had success with the ad venue before. But scoring big with a Super Bowl ad isn’t guaranteed. In fact, many cynics view the ad venue as a waste of money. One team of researchers found that average brand recall one week after the 2008 Super Bowl was an unimpressive 7%. Recall for specific commercials and the brand represented therein was even worse at only 4%.That doesn’t speak very highly for a 30 second ad that costs $ 2. 7 million to air. And perhaps even more to produce. The Super Bowl has its share of critics who think it is far too costly for a single event, regardless of how many people tune-in. But for all the misses, there have been plenty of hits. In 1999, Hotjobs. com blew half of its $ 4 million advertising budget for the year on a single 30-second spot. The result? Traffic on its web site immediately shot up 120%, choking its network and server system. Monster. com saw similar results that same year.And hundreds of advertisers throughout the Super Bowl’s history have been very satisfied with the results of t heir ads. For its 2008 campaign debut, Coca Cola was confident that the Super Bowl was just right for its broad target market. It assigned Wieden + Kennedy the task of crafting a 60-second commercial. Hal Curtis, one of the top creative directors for the agency, took charge of the project. Two years before, Mr. Curtis had come up with an idea for an ad while working on a different campaign. He thought the idea was perfect for Coke. By now, you’ve probably seen the ad.Titled â€Å"It’s mine†, the spot is set at Macy’s Thanksgiving Day Parade in New York City, a parade famous for its blimp-sized balloons marched through the Central Park area on long tethers. The Coke ad focuses on two particular characters, Stewie Griffin from Fox network’s comedy television show Family Guy and the classic cartoon character Underdog. Both balloons sidle up to a huge Coke balloon. The two characters begin fighting over the coke, bouncing around in a kind of slow-motio n ballet against the New York skyline, bumping up against buildings.As the scuffle progresses above the streets, moving higher and higher, New Yorkers look on from hot dog stands, cabs, and even inside buildings. At the story’s climactic moment, a giant balloon depicting the cartoon character Charlie Brown emerges from nowhere, swooping and claiming a giant Coke, leaving Stewie and Underdog empty-handed. The spot cost Coca Cola $ 2. 3 million to make and more than double that to air. It was also the most difficult ad that Mr. Curtis had ever produced. For starters, he encountered mounds of red tape in negotiating the rights to use the well-known cartoon characters in the ad.Choreographic and shooting footages of giant balloons in one of the world’s biggest cities brought its own set of challenges. At one point, bad weather forced the project indoors and all the way across the country to the Paramount Studios on the West Coast. The post-shoot animation was considered ye t a third shoot for the ad. It all added up to four months of production and postproduction. When asked about the challenge of simultaneously reaching consumers of all ages with an advertisement, Mr. Curtis responded, â€Å"A good story appeals to everyone.And a story that is well told appeals to young and old. Certainly, there are times where we want to skew a message younger, but for this spot that wasn’t part of thinking. † Pio Schunker, Coca Cola’s head of creative excellence, added, â€Å"We are at our best when we speak to universal values that appeal to everyone rather than try and skew it to specific segments. † According to Mr. Schunker, the universal value referred to here was that â€Å"Good really wins in the end†, a point that he thought was made strongly with the contrast of Charlie Brown over a character like Stewie.In fact, Curtis originally pitched the ad with an ending that had the Coke bottle getting punctured on a flagpole and n either balloon getting it. But Coca Cola wanted something that was emotionally more positive, something that expressed optimism. â€Å"I felt it was such a downer of an ending to have these characters chase the Coke and not get it,† stated Mr. Schunker. It was Curtis’s 12 year old son, Will, who gave him the idea for what became the ending when he said, â€Å"Why can’t another balloon get it? † For Hal Curtis, the next logical step was Charlie Brown.Everyone was happy with the end result. Both Coca Cola and Wieden + Kennedy felt that the ad communicated the desired message perfectly while bringing out the kind of warm emotions that had emanated from Coca Cola ads for decades. The hunches of these ad veterans proved correct. The day after the game, Coke’s balloon ad had 350 blog posts, while Pepsi’s ads had only 250. A week after that, the â€Å"It’s Mine† ad was the most talked about ad online. SuperBowl-Ads. com had it rated a s the top ad of the dozens that aired on the 2008 gridiron matchup.And later in the year, the spot won a Silver Lion at the Cannes Lions festival, the most prestigious award event in the industry. There is no doubt that the â€Å"It’s Mine† ad achieved more buzz and more size than Coca Cola’s ads in recent history. But that’s only a first step to advertising success. In the end, the only result that really matters is whether or not the ad has the intended effect on consumers. Although the impact of Coca Cola’s â€Å"it’s Mine† ad or its history of other outstanding ads on actual beverage sales may never be known, one broader conclusion is clear.Every year, Interbrand publishes the premier ranking of global brands based on monetary value. And every year since Interbrand began publishing the list in 2001, Coca Cola has held the top spot. At $ 65 billion, Coca Cola is the world’s most valuable brand. Thus, it’s pretty easy to make the connection between Coca Cola’s brand value and more than 100 years of stellar advertising. Questions for Discussions 1. Consider Coca Cola’s advertising throughout its history. Identify as many commonalities as possible for its various ads and campaigns. (For a list of Coca Cola slogans over the years, check out http://en. ikipedia. org/wiki/Coca-Cola_slogans) 2. Analyze the â€Å"It’s Mine† ad based on the process of creating an advertising message. 3. Discuss issues of selecting advertising media for the â€Å"It’s Mine† ad. How might this process differ from that of other Coca Cola’s campaigns? From another campaigns for other companies? 4. Based on the information given in this case, how might Coca Cola measure the effectiveness of the â€Å"It’s Mine† ad? What else might Coca Cola want to measure? ———————– Coca Cola: Another Advertising Hit Famous c artoon: Underdog Stewie Griffin from Family Guy Charlie Brown

English Class Reflection Paper Essay

It’s hard to believe that my amazing journey in English 104 is coming to an end. The journey has been so much more enjoyable than I initially expected. I have tried to avoid taking English 104 numerous times because reading and writing have not been my strong points. Each time I attempted to take this course, I dropped it due to a particular instructor style, or a boring set of literary materials. This time around was different, as I set my goal to obtain my bachelor degree in Business Administration by the end of this summer. Therefore, I was determined to force my way through this class no matter what challenges I had to endure. To my pleasant surprise, this class was much better than the others. I felt the information and learning come much easier. I enjoyed the class materials and the professor did a very good job responding in earnest to my submissions. Because of the much better experience, I truly believe I have become a better writer and a better critical thinker. Through the discussion board and the professor‘s guidance of our writing assignments, I have improved my analytical skills as well as developed a greater organizational skills. The discussion board was an important tool in developing my understanding of different aspects of the literature reviewed in this course. This new discussion format allowed me to read other students contributions on the same topic, as well as Professor Duclos-Yourdon’s direct and prompts for a deeper analysis. For example, in week five discussion three, we discussed Sister James‘ character, as I said â€Å"Father Flynn offers reasonable explanation about the situation and his involvement with Donald and Sister James’ doubt is appeased. This shows that Sister James is easily persuaded and has no eager to actively seek the truth on her own†(Vickery DB) Following my thread, Kimberly raised a very interesting question by adding, â€Å"who is the real criminal in this play Is it Father Flynn with what reported or is it Sister Aloysius as she manipulates Sister James for her own benefit?†(Voss DB) Through engaging discussion with students on a regular basis, I was able to develop a more detailed understanding of literature work. Additionally, alternative views helped me to incorporate logic and critical thought into my arguments. As a result, I am better equipped to gather necessary information to begin writing my assignments. Professor Duclos-Yourdon’s guidance was crucial in helping me develop my critical thinking skills. Our first literary analysis essay was the most difficult one for me in this course as I had not written an academic paper in nearly ten years. I decided to write my first paper on â€Å"The Yellow Wallpaper† and wanted to submit my rough draft for initial feedback. For fear of not achieving the minimum 1000 word requirement, I began to construct random ideas in my paper, as the professor commented, â€Å"Your argument should stay focused on the story. These larger implications can be raised in the conclusion if they come naturally from your argument.†(Dulcos Essay1) Later, she suggested, â€Å"To develop this argument, you could first write a paragraph establishing the wallpaper as a symbol for entrapment (as you have done). Move from there to the narrator’s loss of individuality, and finally explore the narrator’s transformation into this shadow woman.†(Duclos Essay1) These comments resonated with me and gave me great ideas on the direction I wanted to take the paper. I began to interpret the evidence in a deeper way and rethought my thesis statement to be more focused. Moreover, I deleted the unnecessary paragraphs, reorganized my ideas and supported with factual evidence. As a result, the comments I received from Professor Duclos-Yourdon were so insightful it helped not only develop confidence, but also resulted in a perfect grade. With the additional practice of literary analysis in this course, I conclude that writing is a lot like mathematic. Like mathematics, where there is a specific formula to follow to get a result, so there is also a formula in literary analysis to construct an organized essay. I learn in my previous English class that an essay consists of some very basic elements, for example, an introduction, three body paragraphs, and conclusion. It all sounds really easy, but without following some formula, the result wanders and is difficult to follow. What helped me in this course was learning to break paragraph down into more detail. For example, the topic sentence should clearly tell the reader what the paragraph will explore. Then, simple lead in sentences should be followed by evidence from the literature work. Finally, I complete the prograph with my own interpretation of the evidence. It’s a pretty straight forward method and I can relate to it more as I love formulas. So every time I got baffled, I think of my paper as this giant math equation to solve. Taking these baby steps has helped me in completing all my assignments without feeling defeated. Finally, I realize the importance of taking English classes during the first two years of one’s college career because it prepares a person to communicate well in written words as well as spoken. Although I waited till the final year of college to take this course, the analytical, writing, and organizational skills I learned will benefit me for many years to come. I am looking forward to utilizing these newfound skills in my next career opportunity as well as graduate school. Work Cited Duclos-Yourdon, Melissa. Vickery_ Essay# 1. May 13, 2012 Vickery, Susie. Discussion# 3 Sister James. May. 29, 2012 Voss, Kimberly. Discussion# 3 Sister James. May 31, 2012

Loki Essays - Jtnar, Sir, Synjur, Sons Of Odin, Loki, Lokasenna

Loki Essays - Jtnar, Sir, Synjur, Sons Of Odin, Loki, Lokasenna Loki LOKI Loki is probably the most misunderstood of all the gods. Most people have come to see him as a most vile being, but this is a misconception. As everyone knows his actions will help destroy the gods, but there is more to him than that. What he gave to humanity as a whole outweighs what he has done and what he will do. He gave us choice; to understand that statement you need to know more about him, the events which led to his imprisonment, and the events that will lead to his eventual death. Loki is mentioned in Volsupa, Thrymskvitha, Hymiskvitha, Svipdagsmal, Reginsmal, Gylfaginning, Hyndluljod, and Baldrs Draumar. He is the subject of Lokasenna. Eilif Gudrunarson, Thjodolf of Hvin, and Ulf Uggason myths about Thor and Geirrdr, Idunn and Thjazi, and Heimdall and Loki have Loki playing a part in them. Loki came from the east. He is the son of the giant Bergelmir, or Farbauti (the dangerous striker, ie, the storm), and giantess Laufey (or Nal, needle). His wife is Sigyn, who is included among the Asynjur by Snorri. They have two sons Vali and Narfi. In Hyndluljod, He also had three other children by the giantess Angrbodha (Boder of Sorrow), the Vanargand (Fenris Wolf), the Midgard Serpent (Jormungand or Ioemingang), and Hel. He is also mother/father to Sleipnir (Gylfaginning 42, Volupsa 25). Also in Hyndluljod, he ate the cooked heart of a woman which he found in the embers through this he came with child, and gave birth to an unknown monster. In Gylfaginning (33) Snorri says that Included among the Aesir is he whom some call the slanderer of the Aesir or the author of deceit and the shame of god and men. To outward appearance Loki is beautiful and comely, but evil in disposition and most fickle in nature. He excelled in sleight and had strategems for all occassions. He often brought the Aesir into great difficulties, but then delivered them with his cunning. He elsewhere says; How shall Loki be referred to? By calling him comrade and table-companion of din and the Aesir, Geirrdr's visitor and casket-ornament, thief from giants, of goat and Brisingamen and Idun's apples, enemy of the gods, Sif's hair-harmer, maker of mischief, the cunning As, accuser and tricker of gods, contriver of Baldr's death, the bound one, wrangler with Heimfdall and Skandi. In Heimskringla din is called Lopt's friend, and Snorri speaks of him as Evil companion and bench-mate of din and the Aesir. Other descriptions by Snorri are: Foe of the gods, the sly god, Slanderer and cheat of the gods, Wolf's father, the cunning Loki. He calls himself Lopt (the airy one), and this name is also given to him by others (Lokasenna 52), and may be connected with lopteldr (lightning). The name Lodur, which occurs only in Volupsa (18), as that of an associate of din and Hnir, is generally supposed to be an early name of Loki, who was companion and friend of Hnir according to Thjodolf of Hvin (Skldskaparml 22). DUALITY As already stated, Loki and din are blood brothers. This is how he came to be included among the Aesir, despite that the Aesir and the giants are maternal blood relatives. Yet he has always brought much woe to the gods. Loki does mischief for mischief's sake. He is a thief (of the Brisingamen) or he causes theft (Idunn and her apples). He dislikes others to be praised, even as a servant, as when he slew Fimafeng at Aegir's banquet (Skaldskaparml 33, Lokasenna Intro). He is foul-mouthed and slanderous, as Lokasenna shows. However, he has also been the key in bringing about situations which have helped the gods. If it wasn't for Loki how would Thor come about having the hammer Mjollnir, or din his spear Gungnir and horse Sleipnir? Loki was always welcome, to a certain extent, among the gods (until Lokasenna). Whenever anyone went to Jtunheim, he was usually there as an intermediary. In those days he was a mischievous god bent on a little personal gain. His actions were never truly evil, but eventually his pranks took on a more serious turn. His nature has been sought in the meaning of his name, which may be connected with Logi, German

Promotion of Health within Adult Nursing Essay Example | Topics and Well Written Essays - 2000 words - 1

Promotion of Health within Adult Nursing - Essay Example The last part was the questionnaire that questioned about the individual daily limit, knowledge about three adverse physical effects of binge dinking, and assessment of level of information after visit to our booth. Eighty-one questionnaires were filled out with 100% response rate in question 1, question 2 demonstrated a failure arte of 1.23%, and on question 2, 1 out of 81 knew already about binge drinking, he did not know from the stand. There was very strong impact on the public, specially the university students with this group’s promotional effort on binge drinking. The slogan poster, â€Å"How Much is Too Much†, the snacks and the food, and the experiment and information all should have impact on the emotions of the students, embarrassment, insecurity, new knowledge, and enriched awareness about binge drinking. This project highlighted the fact that this kind of drinking is addiction, even if this is social outing to them as of now, in no time, this would transform into addiction, and they were aware of this possibility after coming into our booth. Our objectives were to let the visitors be aware about pros and cons of binge drinking, and since every one knew what his unit amount was, how many units make one a binge drinker and how that can affect the body in the long run, it can be considered that the objective of this promotional activity were met, although this is a trial setting and learning ex ercise, and predictive accuracy depends on the evaluation of the outcome after followup at 6-month or 1-year interval in the actual practice setting, and that is not possible in this setting because this is population in transition, many will be leaving the university in a short while, short enough to baffle any long-term promotional plans in the near future. Our experiment with the glass of wine measured the university students’ daily alcohol intake. We applied the group’s research data of daily over the limit allowance, and the group was well prepared to

History of the Internet Essay Example | Topics and Well Written Essays - 2000 words

History of the Internet - Essay Example This paper will trace the history, growth and development of internet and how World Wide Web has changed the world which is based on the vision, hard labor and dedication of a few committed people. Internet is a network of networks that joins many government, university and private computers together. It provides an infrastructure for the use of e-mail, bulletin boards, file archives, hypertext documents and other computational resources (Slater, 2002). This network transports data and messages across distances which can be anywhere from the same office to anywhere in the world. The internet today is a widespread information structure and the initial prototype of internet is often called the National Informatics Infrastructure and has a complex history. The history of internet can be traced back to the launch and orbit of Sputnik I in 1957 which sent scientific and psychological shock waves in the science policy community as well as throughout American politics and the American public (Russell, 2001). This formed the basis for fundamental breakthroughs in American science, which resulted in a dramatic increase of federal spending on scientific research. Immediately after this, President Eisenhower created an agency known as Advanced Research Project Agency (ARPA later known as DARPA) which would be responsible for coordinating advanced, high-risk research that could lead to technological breakthroughs for the military at the height of cold war. The idea of ARPA was basically shaped by a group of scientists who feared that the government either misused or misunderstood modern science and technology. Since World War II scientists had been exploring how advanced computing could enhance national security. The SAGE air defense system, funded by the Air Force was developed by the MIT scientists during the 1950s (Russell, 2001). Computers were initially used as batch processing number-crunchers but subsequently they were used to work with people in real time to

Rehabilitation and Treatment of Methamphetamine Addiction Essay

Rehabilitation and Treatment of Methamphetamine Addiction - Essay Example Most of those who are affected are the poor because the drug is much cheaper and the effects last longer than those of cocaine. Cruickshank and Dyer (2009) explain that the chemicals used in making the drug have toxic waste that is quite explosive. The toxins that remain behind after cooking methamphetamine are also risky to those who stay in the neighborhood where methamphetamine laboratories previously existed. For total cleanliness of such laboratories, there should be complete overhaul of the structure with absorbent materials like carpets being destroyed together with sinks, drains and toilets and after the new structures have been fitted, thorough inspection should be carried out by a qualified health worker. The rehabilitation and treatment of the addicts is dependent on the attitude of the health workers. This is also affected by the existence of myths surrounding the treatment of addicts. Some beliefs state that whether addicts seek treatment or not, they still continue usin g the drug. This however improves with the health workers realizing that the treatment involves doing away with the involuntary desire to continue using the drug. The treatment process requires referrals for psychiatric treatment. When there is commitment on the part of the addict and the health care provider, addiction of methamphetamine is treatable. Assessment and management of withdrawal symptoms is important in the recovery process. The objective of the study is to determine whether emergency health departments address issues related to health including drug abuse. Also it determines whether health centers in Kansas have policies put in place to provide care and treatment to addicts.... addition to the availability of formal protocols. Proper application of the above provisions will reduce the health, financial and environmental effects of the drug. The findings of the study help in making the public aware of the fact that the location of a hospital does not influence acquisition of quality health care unless the facility is equipped with adequate facilities. Those practicing nursing should also know that the process of taking good care of addicts is fundamental in their recovery and that the notion of addiction being a voluntary decision is largely misguided. They should also formulate and implement policies consistently for effective treatment so as to avoid the destructive effects of addiction.The study is however limited because of the use of telephones for interviews. Therefore, there is no surety that the person answering the call is the best representative of the emergency department of the specific health facility. The sample size is small and may fail in so me respects adequately represent the population.

Global Studies Class-Gloabal Diasporas and Cultural Change-the Sikhs Research Paper

Global Studies Class-Gloabal Diasporas and Cultural Change-the Sikhs in the United States - Research Paper Example The cartographers used colors to show this trend; there was a huge red spot from Japan to China indicating Buddhists, then there was a huge dark green spot all over the Middle East, and there was blue over most of Europe and America (Juergensmeyer 3). The point is religious density and demographics do not remain the same. Times change and so do the demographics, people move to different places. Now the dark colors of cartographers are turning light due to the mingling of other religious followers (Juergensmeyer 3). The world has truly turned into a global village. The immigration and migration has seen a tremendous increase over the past 50 years. Traveling has become so easy and people are moving out of their comfort zones for better opportunities. This demographic intermingling of religions is healthy because it has given more understanding to people about others religions. The migration is so prevalent that Los Angeles is the second biggest in terms of population of Iranians and Filipinos (Juergensmeyer 4). The US is a multicultural place. Since the time of Columbuss discovery of the United States, there has been an influx of immigrants from all over the world. Suddenly everyone wanted to migrate to the land of opportunities. The Indian subcontinent has many fertile lands situated alongside ancient rivers. One of these most ancient civilizations on earth are found in North India, more commonly known as the Harappa Mohenjo-Daro. In the region of Punjab when it was not divided between India and Pakistan, there was strong minority of Sikh population. Compared to the huge population of Hindus and Muslims in India, the population of the Sikhs was not as much. They were and still are in minority. The world is known for the globalization of trade and economy but not many people pay attention to the globalization of religion. Religion is a global tool in the sense that it propels people to engage in global