Solution Pages: 5
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Questions Covered in the Solution
In order to develop a marketing communication execution (EG. TV commercial, print ad, online videos …) a marketer must take into consideration the complete brand strategy. In other words, every piece of communication is a reflection of a wide variety of marketing decisions and assumptions including the target audience, unique selling point, positioning, consumer psychology and creative tactics (IE. Why did make the creative choices – music, characters, theme – they did? What appeal did they choose and why did they think consumers would respond? Etc.).
You can also look at an ad from a more academic perspective and consider things like: the social relationships depicted, information about cultural norms or attitudes in the society shown etc. Although most of us take this for granted, your audience needs to have this foundation to properly understand the communication.
The process of working backwards from the finished product to identify all of these decisions and assumptions is called “deconstruction” – although I’ve also heard people use the term “reverse engineering”. That will be your assignment.
Sample of Solution
Branding Strategy of Coca-Cola:
The mission statement of Coca-Cola states:
“Our Roadmap starts with our mission, which is enduring. It declares our purpose as a company and serves as the standard against which we weigh our actions and decisions.
- To refresh the world…
- To inspire moments of optimism and happiness…
- To create value and make a difference.” (Our Company, 2017)
Coca-Cola is a leading brand which is known for quality beverages to satisfy the needs of customers. Eventually, the company shares its strategic brand vision through a wide range of media channels that extend from generic TV commercials to interacting social media campaigns.