Cola conquest 1. Coca-Cola : a classic marketing story.
(eVideo)
Contributors
Published
[San Francisco, California, USA] : Kanopy Streaming, 2014.
Physical Desc
1 online resource (1 video file, approximately 42 min.) : digital, .flv file, sound
Status
Description
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More Details
Format
eVideo
Language
English
Notes
General Note
Title from title frames.
Date/Time and Place of Event
Originally produced by TV Choice in 2008.
Description
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?
System Details
Mode of access: World Wide Web.
Citations
APA Citation, 7th Edition (style guide)
(2014). Cola conquest 1 . Kanopy Streaming.
Chicago / Turabian - Author Date Citation, 17th Edition (style guide)2014. Cola Conquest 1. Kanopy Streaming.
Chicago / Turabian - Humanities (Notes and Bibliography) Citation, 17th Edition (style guide)Cola Conquest 1 Kanopy Streaming, 2014.
MLA Citation, 9th Edition (style guide)Cola Conquest 1 Kanopy Streaming, 2014.
Note! Citations contain only title, author, edition, publisher, and year published. Citations should be used as a guideline and should be double checked for accuracy. Citation formats are based on standards as of August 2021.
Staff View
Grouped Work ID
a8556de7-42d8-d0e6-c931-9022d4424070-eng
Grouping Information
| Grouped Work ID | a8556de7-42d8-d0e6-c931-9022d4424070-eng |
|---|---|
| Full title | cola conquest 1 coca cola a classic marketing story |
| Author | kanopy |
| Grouping Category | movie |
| Last Update | 2022-06-15 00:39:52AM |
| Last Indexed | 2024-04-27 04:24:14AM |
Book Cover Information
| Image Source | sideload |
|---|---|
| First Loaded | Sep 19, 2022 |
| Last Used | Aug 4, 2023 |
Marc Record
| First Detected | Aug 27, 2021 09:13:21 AM |
|---|---|
| Last File Modification Time | Oct 08, 2021 04:20:51 PM |
MARC Record
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| 500 | |a Title from title frames. | ||
| 518 | |a Originally produced by TV Choice in 2008. | ||
| 520 | |a 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? | ||
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