SAMUEL AMPONSAH   

WHY SHOULD A COMPANY LIKE COKA COLA CONTINUE TO ADVERTISE                                                              

Coka Cola Company is the world’s largest beverage company, operating in over 200 countries with a product line that includes over 2,800 different items. Their mission is to refresh the world, inspire moments of optimism and to create value and make a difference.

The Branding which is the activity of giving a particular name and image to goods and services so that people will be attracted and want to buy them has been used effectively by most best performing companies in the world over and the Coka According to Lamb, Hair $ McDaniel’s, the Coka Cola company has been extremely successful in global marketing and that the success of the company is largely based on the product variation and adaptation mainly through continues advertising.

Cola Company is no exception. The company has drilled the brand “Coka Cola” into consumers over time and people have become Brand Specific Buyers. People buy coke because they always buy it. This has been accomplished through repeated image marketing mainly with the use of advertising.

Well known companies like the Coka Cola Company spend significant amount of money to keep peoples “Mind Share”. Indeed, everyone knows about the Coka Cola Company with its flagship product Coke, but the company wants to make sure consumers continue to view coke in favorable light and keep it fresh in their minds. Hence, the need for continuous advertising. Here, they are not really pushing consumers to buy coke or any of their products at a particular time, but want to make sure that consumers keep Coka Cola on their minds. To influence people so that the next time they go shopping for a drink, they do not think or buy a rival product like “Pepsi”.

The more companies and for that matter Coka Cola continue to advertise, the more people believe they have the best of products on the market .for consumers to believe and choose coke ahead of its competitors, there is the need for effective marketing of the product hence, the continuous advertising.

For Coka Cola that has as part of its mission to refresh the world, the continuous marketing through advertising is one effective way of appealing to a new market. Through advertising, the company is able to reach and make consumers aware of the company’s product and are able to penetrate into these markets which the previously had no share in.

Through advertising, Coka Cola is able to reach consumers about their new products. To announce a new product to consumers, regular and continuous advertising about the product, its benefits and its quality is used to introduce the product.

  There is saying that “Out of Sight is Out of Mind”. Therefore, for successful and well known companies like Coka Cola to be in “Sight”, they advertise to increase awareness for its products.