Coca-Cola

Paper Summary:

This paper looks at how Coca-Cola's advertising campaigns are specifically directed at a young audience because teens have disposable income and are more willing to pay a premium price than adults. It also looks at how they use specific product placements associated with TV programs, such as "American Idol", and films such as "Harry Potter", which are directly linked to the youth market.

From the Paper:

"In saying this, it must be noted that music and sports stars and recognized as idols for many teens. This includes that teens look to these stars or celebrities to determine what is considered cool. Music and sports celebrities that have featured in advertisements for Coca-Cola include Christina Aguilera, Michael Jordan, Shaquille O'Neal, and singer Mya. By having these celebrities endorse the product, Coca-Cola is communicating to the young audience that the product is considered cool and linked with success. It must be noted that the celebrities that endorse Coca-cola also tend to be young and attractive."

More papers on Coca-Cola:

• Research Paper # 95048 : "The Coca-Cola Marketing Strategies"
• Analytical Essay # 134390 : "Organizational Behavior: The Case of Coca-Cola"
• Term Paper # 122102 : "Coca Cola's PR campaign in India"
• Case Study # 124306 : "Coca-Cola's Marketing Strategy"

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