02473cgm a2200361 i 4500 2550249144 TxAuBib 20240906120000.0 r 140819s2014||||||||||||||||||||||||eng|u 1064917 Kanopy (OCoLC)895184072 UtOrBLW eng rda UtOrBLW TxAuBib rda Cola conquest 1. Coca-Cola : a classic marketing story. [Kanopy]. Coca-Cola : a classic marketing story. [San Francisco, California, USA : Kanopy Streaming, 2014. 1 online resource (1 video file, approximately 42 min.) : digital, .flv file, sound. tdi rdacontent c rdamedia cr rdacarrier Title from title frames. Originally produced by TV Choice in 2008. This award-winning, US documentary explores the advertising and marketing techniques behind Coca-Cola's historic success. Drawing on a wealth of archive material and interviews with key industry figures, the film offers a powerful insight into Coke's commercial and social impact. Birth of modern advertising: Coke begins life as a "brain tonic" for business people. But the secret of the new drink's success lie in its marketing. Revolutionary mass advertising techniques are used to sell it as a refreshing drink for everyone. Images of Coke appear everywhere. Coca-Cola spends an unheard of 20% of its revenue on advertising. Battle of the brands: Integral to the Coke story is its long-running battle with Pepsi. A wealth of marketing and advertising imagination is employed on both sides. Coke is the "real thing", but drinking Pepsi makes you part of the "Pepsi generation" - as promoted by superstar singer Michael Jackson. A new religion: Market researchers examine the responses of people to Pepsi and Coke, trying to work out why we choose one over the other - even though there's almost no difference in the taste. And what about their social impact? Is Coke part of a new, fantasy-driven, consumerist religion in which what we buy defines who we are? Mode of access: World Wide Web. Coca-Cola Company. Advertising. Marketing. Coca Cola (Trademark.) Documentary films. Television films. Kanopy (Firm). https://USERNAME.kanopy.com/node/64918 https://www.kanopy.com/node/64918/external-image