Why Do Companies Like Coca Cola Still Advertise

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Why Should a Company like Coca Cola continue to Advertise?
Advertising has been defined by several marketing communications authorities. One definition which is most referred to is that by Philip Kotler, an American academic and a distinguished professor of International marketing. He defined advertising as “any paid form of nonpersonal presentation and promotion of ideas, goods or services by an identified sponsor.” In other words advertising is making known the availability of goods or services through the mass media by an identifiable source or sources. Basically, when an advertiser launches an advertising campaign for a product or service it is informed by a couple of situations; the product has been improved upon, a new variant is being introduced, a new label is being out-doored or something of the like. This is usually the case with already established or existing products. It is for this reason that it may seem out of place (to the un-initiated) for well established brands like Coca cola to continue advertising, despite having been on the market for over a century and supposedly is well known the world over. However, to the initiated marketing and advertising individual, it does not come as a surprise to see brands like Coca Cola being advertising continuously, not only when a new variant is launched onto the market. Reason being that not to advertise has a host of repercussions for the brand if it is to remain number in the non-alcoholic beverage category. When a brand like Coca cola stops advertising it would be shooting itself in the foot; because this would be interpreted to mean that coca cola is accepting its current share of the non-alcoholic beverage market. That in spite of the fact that they could push this share up a couple of notches, they believe it is okay not to go any further. Again it would also mean that Coca Cola is not interested in engaging or attracting the new or younger generation of non-alcoholic beverage consumers who are yet...
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