Chapter 16- Integrating Market Communications

The Coca-cola has been very successful because of there way of marketing. they have done a great job in building this business up and making what it is today. Wendy Clerk before joining with Coca-Cola was working with AT&T whicn is a huge company as well. She use to advertise for that company she was the one who made the tag line" your world. Delivered."  She even has receive awards for her successfulness.  When it comes to marketing communications there is more specific person who is recognize in doing that for Coca-cola. Wendy Clark joined the company in 2008 and is senior vice president. What Wendy does is that she oversees global design, media, sponsorships, interactive marketing and marketing of the company's live positively sustainability platform and lastly marketing communications. Wendy has been a great sport with this company because she and her team of people have achieved a great amount of time in the company top come up with great ideas such as the "Open Happiness" campaign. Wendy Clark has help Coca-cola in there first global mobile marketing campaign concerning the 2010 FIFA world cup program. which is one of Coca-cola largest marketing activating with Wendy helped Coca-cola has gain huge improvement.

Some of the tools other than advertising that Coca-cola uses are trade promotion. Public promotion is when the company gives information to the media in order to get good reviews from them. Sometimes as cases maybe it could be bad news as well. They also use trade promotion which is when the company offers retailers temporary discounts which can either pass to consumer's or not but the idea is to simulate a sale. Sales Promotion is when the customer are given discounts, coupons or rebates and anyone loves a good sale.  they also have personal selling which concerns of a sale person that will represent the company and uses skills and techniques that will help build personal relationships with the customer which will them benefit them. Something that i always see when it comes to Coca-Cola is In-store displays which is when the company has there products displayed in the store and they have there specific places they they believe they product will sell best. 

Coca-cola projects an iconic image because the company makes commitments to have positive difference in the world, the social responsibility of coca-cola is shown by their pursue to help with cleaning water to communities in Africa and coca-cola also have committed to recycle and have transformed all their factories to be able to recycle all of their waste water and return it to the environment in order to support aquatic life. Coca-cola spends millions of dollars a year on advertising. The company has its name and logo on many billboards around the world in the most prime location. Coca-cola is known for there commercials on television and has always connected to their consumers through them.