A Successful Media Campaign, Essay Example

To my opinion successful marketing and penetration of Coca-Cola to the Middle East and Chinese market is attributed to good commercial advertisement. Coca-Cola has successfully being able to penetrate a big market which had been dominated by Pepsi. The company launched media campaign which was a combination of print, audio and visual advertisement which was been able to capture the attention of potential customers. According to Khan, (2009) media campaigns in China and Middle East has yielded double digit increase of sales in Russia, Pakistan, China, and Egypt. While the leading operations are being reported in Middle East, Eurasia and North Asia with an increase of 15% which is currently accounting for 22% of the company’s net operating revenue.

For the media campaign to be successful the following four steps should be fulfilled for the commercial to be effective. When beginning the initiative it should define the purpose, give up some control over the ability to exercise control over application or media. The campaign should also reward the participants with an aim of motivating them and finally is to ensure the campaign is being spearheaded by skilled staff with necessary skills to ensure they add value to whatever they do.

Campaign Which Does Not Work

A Media campaign which does not work is mostly which promote services or goods which are defective or has poor publicity. For example, if a company is experiencing financial problems and it is under threat of being placed under statutory management of receivership. It Campaign of promoting its goods and services would not be successful. A good example of a company which has failed is American International Group (AIG) which is an international insurance and financial service which operates in more than 130 countries.  Due to financial difficulties which the company had been experiencing in United States which is its head office and mother company has negatively affected any efforts of media campaign to promote its services.

Recently, Toyota had been under criticism due to defective accelerators in the recent models and it is currently withdrawing the defective vehicles from the market (Toyota Motor Sales Corporate Communications, 2010). Such defects have a negative effect in the company and despite of the numerous media campaigns which the company does world wide it might not as much effective due to defects in the products it is promoting.

Work Cited

Khan, Sami. Marketing Strategies of Coca Cola. 2009. Retrieved on February 13, 2010 from http://www.scribd.com/doc/10552013/Coca-Cola-Marketing-Strategies

Corporate Communications. (2010). Toyota Announces Voluntary Recall on 8,000 2010 Model Year Tacoma 4WD Trucks to Inspect the Front Drive Shaft.  Toyota Motor Sales February 12, 2010. <<http://pressroom.to yota.com/pr/tms/toyota/toyota-consumer-safety-advisory-102572.aspx>>