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2ND YEAR MARKETING A ENGLISH (Y.

Mordant) JANUARY 2014 Coca-Cola Marketing and Children's Health /50


Coca-Cola marketing supports recycling in Chicago, but at what cost to children? Coca-Cola has donated $2.6 million to provide recycling bins for every house and small apartment building in Chicago, in return for images of Coke products on the bins. A win-win for Coca-Cola and Chicagos short-term budget, but at what cost to Chicagos children? The same week, Coke also announced its new digital campaign: the AHH Effect campaign a digital playground of interactive experiences designed after the AHH moment one feels after drinking a Coke. The AHH Effect campaign is an unconventional step for the brand to connect with teens. Through these experiences, Coca Cola is hoping to create the kind of unique digital journey of discovery that todays teens crave. These two announcements appear to be unrelated except those recycling bins will sit in the same alleys that serve as playgrounds for Chicagos youth, especially those who live in neighborhoods without adequate public spaces. These efforts are all part of Coca-Colas aggressive marketing efforts, much of it targeted to teens (= children 12 years and older). A senior Manager at the company stated: "We can't afford not to talk to teens. You can't think 'Teens already know us' and skip a couple of years. Every six years there's a new population of teens in the world." According to Yale Marketing Research Center, Coke only ranked sixth in amount of traditional TV advertising to youth, but children and teens were exposed to more advertising for Coke than any other brand in every other type of marketing measured: social media, product placements on TV, food company websites, advertising on other websites, mobile apps and other ads, and radio. As a result, even children younger than 12 were exposed to more advertising for Coke than for any other brand. The negative effects of TV advertising for high-sugar products with little or no nutritional value have been well documented. It is much more difficult for researchers to measure and assess the effects of non-traditional forms of marketing, such as logo placement sponsorships, product placements in TV and other media, internet and mobile marketing, and social media. However, these subtle forms of marketing can be highly effective. When a consumer notices a marketing message and recognizes it as a persuasive attempt, then that person can actively counterargue that message and successfully defend against it. But that task is virtually impossible the average consumer sees an estimated 3,000 marketing messages daily and marketers count on that. Thats why repeated exposure to brand logos (such as a Coke image on a recycling bin) will result in greater loyalty to those brands over time. Coca-Cola is not the only company that advertises to youth through these subtle and often disguised marketing techniques. Many fast food, beverage, and candy companies commonly utilize sponsorships, digital and social media to target adolescents. However, Coca-Cola may be the leader in their use.

YOUR TASK: DRAW 5/6 PPT slides to summarize this article + WRITE your presentation pitch, considering your public is a Parent Association of a Primary School.

2ND YEAR MARKETING A ENGLISH (Y. Mordant) JANUARY 2014


2. Advertising Vocabulary FR UK: Publicit dloyale, le clic publicitaire, le rdacteur, le bon tirer, lapproche personnalise UK- French : A short phrase, retirer (les affiches), une pub TV, une proposition, tre en avance sur son temps /10

3. Present a Recent Marketing piece of news of your choice :

/40

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