Select an advertising campaign used by a company which makes and markets a brand of soft drinks.

Select an advertising campaign used by a company which makes and markets a brand of soft drinks. (Remember that a campaign is a set of interrelated and coordinated marketing communication activities that center on a single theme appearing in different media across a specified time frame.) Describe the campaign, providing exhibits if possible. Be as thorough as you can in describing how the campaign elements of visual similarity, verbal similarity, and attitude similarity are present in the campaign. (Discuss each element of similarity as it is present or not present in the campaign you have selected, providing examples.) It is to your advantage to select a company which uses extensive use of these elements in their campaign for the brand. (Hint: Review Ch. 9-11 Unit, especially the unit webpage–section on this topic near the top of the page, including the extra powerpoint presentation devoted to this topic.) (Relates to Ch. 10, LO3.)

Using the above marketing communication by a brand of soft drink that you analyzed above, apply how you believe the company made use of the Integrated Marketing Communications Planning Model which illustrates steps in the IMC planning process (see the main webpage I have provided for each unit and you will see the model where specific sections may have been highlighted for illustrative purposes). A key term in the concepts of IMC and IBP is the word, “integrated.” How did this particular brand use this an important concept? (Relates to overall course student learning outcomes A and C and overall course objectives 2 and 4.).

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