Marketing Management class discussion wk11 Coursework

Marketing Management class discussion wk11 - Coursework Example The first name is always the easiest to remember a person by. The campaign make use of diverse communication modes, such as advertising, sales promotion and public relations and publicity (Kotler & Keller, 2015). Coca cola has invested heavily in advertising the campaigns. Television advertisement is rampant to alert the product consumers of what they have to offer. Other advertising methods includes use of brochures at the sales points, billboard along busy streets, point of sales displays and packaging inserts. Prior to campaign, the company did massive streets campaign, trade shows and fairs to promote their product (Coca-Cola, 2013). The use of names in the brand was symbolic of social interactions. One could have a psychological connection with the brand. Consequently, the right brain possessing the dire need to consume the drink is hyper-activated. Pleasure effect activation leads to an intense feeling to purchase more. Concisely, there is development of an element of ownership via the name on the bottle. Personalisation transfers the eventual meaning to the brain, hence one have a total notion of Coca cola as a true brand. The success of the campaign is evident with the escalation in consumption by 9%, with further increase in Facebook page