Economi17

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University of Nairobi *

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DBA 101

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Economics

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Nov 24, 2024

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docx

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Economics Section 1 of Chapter 10 covers the monopolistic competitor; one tool that firms have in this market structure is advertising. For this discussion, your task is to (answer all of the following): 1. Think about and describe a real-world advertising campaign that you have witnessed. If available, please share the campaign ad in your post (YouTube link, Image, etc.). Make sure ad complies with student code of conduct. 2. Describe the types of media this campaign used. 3. Describe how this campaign meant to differentiate the firm’s product from others? In your opinion, was it effective? Why or why not? "Share a Coke" is a multi-national marketing campaign of Coca-Cola that comes to mind due to its popularity. This campaign used various media platforms like TV commercials, social media, billboards, and the most popular was their personalized packaging with popular names printed on the bottles. The focus was to create a personal connection by allowing customers to find their names on the bottles and share the experience. This personalization aimed to differentiate Coca-Cola from other beverages, creating a special, unique, individualized engagement. The campaign was effective, significantly increasing Coca-Cola sales and customer interaction by having a sense of personalization and connection. With the increase of sales and the success Coca-Cola then added nicknames, and even lyrics from popular songs. The campaign's success was evident in the increased sales, positive feedback and social media interactions generated. Advertising experts have use the success of "Share-a-Coke" campaign to remind marketers and advertisers of the need to personalize the communication message.

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