Professional Documents
Culture Documents
2.Product placements
Covert advertising is when a product or brand is
embedded in entertainment and media. For example, in a
film, the main character can use an item or other of a
definite brand, as in the movie Minority Report, where Tom
Cruise's character John Anderton owns a phone with
the Nokia logo clearly written in the top corner, or his
watch engraved with the Bulgari logo. Blade
Runner includes some of the most obvious product
placement; the whole film stops to show a CocaCola billboard.
Coca-Cola has been prominently featured in
countless films and television programs. Since its creation,
it remains as one of the most prominent elements of
the popular culture.[citation needed] It was a major plot element
in films such as One, Two, Three, The Coca-Cola Kid,
and The Gods Must Be Crazy, among many others. It
provides a setting for comical corporate shenanigans in
the novel Syrup by Maxx Barry. In music, in the Beatles'
song, "Come Together", the lyrics say, "He shoot CocaCola, he say...". The Beach Boys also referenced Coca-Cola
in their 1964 song "All Summer Long" (i.e. "'Member when
you spilled Coke all over your blouse?"). The best selling
artist of all time and worldwide cultural icon, [121] Elvis
Presley, promoted Coca-Cola during his last tour of 1977.
[122]
The Coca-Cola Company used Elvis' image to promote
the product.[123] For example, the company used a song
performed by Presley, A Little Less Conversation, in a
Japanese Coca-Cola commercial.[124]
Other artists that promoted Coca-Cola include the
Beatles, David Bowie,[125] George Michael,[126] Elton
John[127] and Whitney Houston,[128] who appeared in the
Diet Coca-Cola commercial, among many others.
EFFECTIVENESS
Product placement has a great impact on the consumer as
it helps create awareness of products or brand. It helps to
gain exposure and promote products to the general public.
Product placement as it involves captive audience as there
for the celebrity, its good enough for me. Certain fans of
the celebrities have a habit of using products to which the
respective celebrity is associated.
4.Television Advertising
The first television ad created for The Coca-Cola Company
was produced in conjunction with a television special
featuring Edgar Bergen and Charlie McCarthy on
Thanksgiving Day, 1950. The sponsorship of this program
and its advertising were both by the D'Arcy Agency of St.
Louis. D'Arcy had been the advertising agency for The
Coca-Cola Company since 1906, when William C. D'Arcy
persuaded Coca-Cola to begin a newspaper campaign.
From that modest beginning developed a fifty-year
relationship. For much of that time, Arthur (Archie) Lee
was the creative chief at D'Arcy who oversaw the account
and created such memorable slogans for Coca-Cola as
"the pause that refreshes." Numerous other ads in the
"Always Coca-Cola" campaign were introduced. Appealing
to people's enjoyment of the cola taste and the
refreshment it provides, the commercials used a variety of
approacheshumor, music, stories, animation, and even
Shakespearean parodyin an effort to build on the
emotional connection between Coca-Cola and its
consumers. The "Coca-Cola. Enjoy" campaign initiated in
2000 expresses its theme by trying to create images
showing how Coca-Cola adds something special to
everyday life. One spot by Leo Burnett USA, called "First
Experience," follows a boy anticipating what a CocaCola will taste like by COMPARING it to a kiss. The spot
was set in a small village outside Ouarzazat in a remote
part of Morocco. The entire cast was from the village,
which has no electricity, no television, and no Coca-Cola.
COMPETITOR: PEPSI
Pepsi is a carbonated soft drink that is produced and
manufactured by PepsiCo. Created and developed
in 1893 and introduced as Brad's Drink, it was renamed
as Pepsi-Cola on August 28, 1898, then to Pepsi in 1961,
and in select areas of North America, "Pepsi-Cola Made
with Real Sugar" as of 2014. The drink Pepsi was first
introduced as "Brad's Drink"[2] in New Bern, North
Carolina, United States, in 1893 by Caleb Bradham, who
3. Television advertising
The campaign features a star-studded ensemble cast with
Kapoor and Kohli sizzling up the small screen and in an
interesting twist the Indian vice-captain's girlfriend also
makes a special appearance.
The new TVC enlivens the Live It Abhi philosophy by
urging the consumer to grab opportunities, dive headlong
into life, and live it now. For the first time, consumers will
see Ranbir and Virat together in a Pepsi ad; along with a
sizzling cameo by Anushka. The film opens with Virat
Kohli batting, and sending the ball over the ropes in a
smashing stroke. Sitting in the crowd is Ranbir, who
catches the ball and with a Pepsi bottle in his hand,
decides to Live it Abhi that very moment.
PRODUCT 3: BMW 3 SERIES
The BMW 3 Series is a compact executive
car manufactured by the German automaker BMW since
May 1975. Successor to the BMW New Class, it has been
produced in six different generations and in five
different body styles. It is BMW's best-selling model,
accounting for around 30% of the BMW brand's annual
total sales (excluding motorbikes).[1] The BMW 3 Series has
won numerous awards throughout its history.
MEDIUM OF ADVERTISEMENT
1.Television advertising
During its lifetime bmw have made many advertisements.
The company has aired many advertisements for its 3
series line. The following advertisement is the newest
television advertising for the 3 series. The advert began
airing yesterday and goes with the billboards of each BMW
3 since 1972. Nifty stunt driving shows all six generations
of 3 Series gliding down a race track, overtaking the last
generation one after the other. Shot in a single frame, with
CONCLUSION
Advertising is at the front of delivering the proper
message to customers and prospective customers. The
purpose of advertising is to convince customers that a
company's services or products are the best, enhance the
image of the company, point out and create a need for
products or services, demonstrate new uses for
established products, announce new products and
programs, reinforce the salespeople's individual
messages, draw customers to the business, and to hold
existing customers. Advertising is important for the
consumer, the seller and the society. Advertising is
important to the consumer, seller and the society in the
following way:
1. Without advertisements the consumers would not
know what products are available in the market and
hence would not be able to buy them even if thy are
for their benefit.
2. Advertisements helps seller to increase their sale and
also help them to know their competitors and plan
accordingly to meet the competition.
3. Advertising helps educating people. There are some
social issues also which advertising deals with like
child labour, liquor consumption, girl child killing,
smoking, family planning education, etc. thus,
advertising plays a very important role in society.