Case study task 2
- 1. Case study (worked with Sanem for this part) Managing the message The cocoa cola product we see today is one of the worlds largest selling brand and most popular. The drink was invented in 1886 and it is still the world’s favourite drink even to this day. So how have coca cola managed to spread the message and still going strong? This can be done by a number of reasons, for example advertising the product and getting people to be aware of the product is crucial. Originally coca cola started off in Atlanta, America, John Pemberton who is the inventor of the drink, was a pharmacist who was inspired by simple curiosity. This was sampled and given to customers as they thought it was something special and tasted extraordinary therefore he decide to place the drink on sale and sell at the counter for 3p per glass. Even to this day the drink has been a great success. Another example on how coca cola has managed to get the message across is a simple technique such as giving the product a new design, for example in 2013 coca cola designed new packaging and placing different British names on the label. Something as simple as this got the whole globe and around he world and made them aware of this by advertising and promoting. Another way that they have managed the message is by setting a trademark. The coca cola logo has been he same ever since 1886 as it was first written on a script, keeping it the same and original. People started seeing coca cola everywhere in he early days of the new beverage that was created, coupons would be given away for first taste of Coca-Cola, and outfitted distributing pharmacists with clocks, urns, calendars and apothecary scales bearing the Coca-Cola brand. People saw the product everywhere and the aggressive promotion worked as it got more and more people aware. Positive publicity In the last decade coca cola have had positive publicity as they have created a sustainable framework for the future. In 2009 cocoa cola launched a live positively, this was a public commitment to making a positive difference to the world, for example by redesigning the way
- 2. in which people work, so that sustainability is part of everything we do. This commitment also includes goals for providing and tailoring beverages for every lifestyle, supporting active, healthy living programmes, building sustainable communities, reducing and recycling our packaging, cutting our carbon emission and establishing a sustainable water operation and finally creating a safe inclusive work environment for all. These are some of the things that have helped make a positive publicity as they are in the public’s interest. Another example of a positive publicity is that coca cola have an effective way of advertising their company. Every year you see coca cola bring out the Christmas coca cola products and also advertised around the festive period. The first coca cola Christmas was advertised in the 1930s, Haddon Sundblom’s increased the popularity as it spawned urban legends to believe that Santa Claus was created by the coca cola company as Santa wears the colours red and white as coca cola have used the same colour to promote their brand. Originally the colour of St. Nicholas (Santa Claus) coloured out fit was green, but again as coca cola is red they decided to change the colour and make it red as now they have a strong connection between one another. As you can see from the two campaigns every winter season during the festive period coca coal always re campaigns the Christmas coca cola, as now this is part of a tradition and has changed the whole nation and has stuck round for many years. On the campaign with the coca cola truck you it advertises Santa Claus, this makes the audience remember that the mythical character belongs to coca cola and this makes even children more aware as the drink is mostly targeted at young people who are willing to buy the product more regularly. The colour scheme they have used is red and white through out as the colour red is now a big part as it is now a traditional colour as coca cola advertise. As Christmas is celebrated all over the world and a has a big part, coca cola have advertised their product by using this specific holiday as people are more likely to buy it, for example the Christmas coca cola truck travels over to different cities to promote the drink for this time
- 3. of year and also free cans are given away to people. The aggressive advertising will catch people’s attention making them more likely to buy coca cola than any other product as it’s hard to avoid. As the colour red is bold and eye catching it will make persuade the audience and make them more hooked. The truck plays a big part in the coca cola company as it’s an important and one of the most iconic features that coca cola advertise. The font is also iconic as it’s has been the same since the day it was invented in 1886, this makes people remember the product more and it is recognisable. ‘Spin’ Spin is a form of propaganda providing an interpretation of an event or campaign to persuade the public in favour or against a certain type of organisation. ‘Spin’ spin" often implies disingenuous, deceptiveor highly manipulative tactics. Politian’s are often accused by their opponents by this as they want to seek the truth whilst using spin to manipulate the public’s opinion. To do this there are forms of techniques used such as cherry picking, this is where a you select a fact or quote that only support ones position, this is can be either to make that side look good in the public eye. Avoiding the question is or phrasing in a way which assumed unproven truths. This is done so questions that one might have will be avoided and unanswered this avoids complications. Finally burying bad news, at the same time the media will announce a popular thing with a few bad news this is done so that the public will be focused on the popular news, this is taking the focus away from the public so therefore it will not raise questions and conflicts. An example of spin in the media is the Kardashian Empire! The Kardashian name was well known in 1995. The family where slowly forgotten about until the name Kim Kardashian was a household name in 2007 when a sex tape was leaked in the media by former partner and singer Ray J. manager and mother Kris Jenner was working on a reality television show for the family at the time the tape was out. After the fame of Kim people were hooked and where interested in the family and their lives, since then the family empires has grown and are now globally famous. This is an example of a spin as the family went from being barely recognizable to the world’s most famous family on television. As they had TV directors following them where ever they want for the show Manager and mother Kris Jenner was working on what could be shown to the public and what they should be pictured individually so the public could pick out their favorites. Also the spin doctors have used the family extremely well in televison as they knew they gave the audience a sense of reality. The public would see and believable what the family did and how they acted looked like they where just the same as ordinary people
- 4. making them believe that anyone could be famous as the family were famous for being famous this manipulated the audience to believe how they were was real when behind that things where planned and scripted out to make the show more entertaining. Damage limitation Public relations is about building, improving and maintaining the public image and perception of an individual, company or organization. Damage limitation is an important element in public relations as its there to limit and minimize the negative effects caused by an events or series of events. An example of damage limitation is oil spill. The oil company of public relations would have control of the information and would let the public know on what is going on ins an appropriate manor, this is so that the damage is limited and that the company are informing the public that they are working in the best interest of the public and they are doing the best they can do fix the situation. Following on, the media would have the news capturing the scene and showing adverts of the company employees working and helping to fix the damage that has been done making the public believe that they are working in the best interest and focussing them away of the negative event. Organising events Organising an event for a specific company is important is it gets the public involved and also it’s a great way to find out more information about the company. A range of activities and samples and free merchandises can be given away at this event which also helps with promotion and advertising. For example celebrities will use this as a good way to promote their new perfume, clothing range, new album or single and even film. This is a way to interact with the audience, as fans will come to these organised events,as they are the main reason why they are hosted. For example Peter Andre Singer and reality TV star launched his new perfume out in the UK and travelled round the country in different locations to meet fans, sign autographs and also fans could purchase his new perfume making it popular. This sort of events was arranged so the public and fans were aware that the star would be in these different locations to promote his new perfume to make it sell well and people can get involved and find out other information such as if he will be bring out any other product. Organising such an event he would have had is managed and other members to help make the event a success. Venues, press and camera crews would have been involved to have made the message public and in the media.
- 5. Lobbying Lobbying is used mostly in politics and legislation. This is where you seek to influence legislator on an issue as decision makers like Politian’s have the resources and the responsibility to make change happen as they have the power to make this change happen. Greenpeace is an example of lobbying, as they are an organisation to make change happen and save the planet. By targeting the people who are in power and can help make these changes they put pressure those in position and bring a large and effective change in the planet. As Greenpeace is an organisation that has good intentions by going to the most powerful people to get help from and ask for these demands it is all for a good cause it will be in the public interest to help save the planet and make changes. Greenpeace have used lobbying in a few campaigns such as in 1980 the commercial exploitation of Antarctica for oil and minerals was something that couldn’t be avoided. Greenpeace set up a campaign to make Antarctica a World Park based on the continent. The most effective method to use was lobbying. 1991 seven years later and still into this campaign they agreed to a 50 year minimum prohibition on all mineral exploitation and it was settled that World Park agreed to.