ps代写-可口可乐在澳大利亚的营销传播策略。如果将重点放在可口可乐在澳大利亚的营销传播策略“Taste the Feeling”的营销活动上，可以看出这6个电视广告都是在澳大利亚的各个电视频道播出的(Kellaris & Machleit, 2016)。此外，“品味感觉”营销活动的主题曲是由一位冉冉升起的澳大利亚流行歌手康拉德·休厄尔演唱的。因此，下面通过考虑6个“Taste the Feeling”的电视广告，而不是单一的营销传播片段，来分析可口可乐在澳大利亚的营销传播策略的优劣。使用常见的人类情感来开发营销传播片是可口可乐的一种创造性策略，因为全世界的人都可以将他们的情感与广告情感联系起来(Madhavaram et al.， 2016)。目标消费者:在“品味感觉”营销活动和相关的6个营销传播片段中，可口可乐没有优先考虑任何特定的消费者群体。
Objective: all 6 TV ads included in the “Taste the Feeling” marketing campaign are developed through targeting specific human feelings and emotions which are common irrespective of geographic or demographic diversities. The basic aim of these marketing campaign and associated marketing communication pieces is to promote CocaCola as one global brand of beverage (Shen et al., 2016). Hence, consideration of common human feelings and emotions in the advertisements will be effective for the company to psychologically link all its potential customers in different nations across the world irrespective of their demographic, language and other factors of diversity (Bruhn et al., 2017).
Creativity of used strategy and tactics: Use of common human emotions for developing marketing communication pieces is a creative strategy of CocaCola because people around the world could emotionally relate their feelings with the advertisements (Madhavaram et al., 2016).
Targeted consumers: In “Taste the Feeling” marketing campaign and associated 6 marketing communication pieces, CocaCola does not prioritise any specific consumer segment. As the advertisements are developed through targeting common human feelings and emotions, they largely cover almost every possible consumer segment (Finne et al., 2017). However, specific advertisements or market communication pieces target specific consumer segments, for example ‘brotherly love’ will mainly influence siblings who are closely attached with each others, ‘under pressure’ will mainly link itself with corporate professionals who go through regular hectic schedule of work, etc (Shen et al., 2016).
Market partitioning: The “Taste the Feeling” marketing campaign and associated 6 marketing communication pieces or advertisements have been globally launched by CocaCola without making any variation. As the company is aimed at developing CocaCola as a single global brand, the complex process of market partitioning has not been prioritised (Madhavaram et al., 2016).
Although the “Taste the Feeling” marketing campaign has been launched for establishing CocaCola as a single global brand, the theme of the marketing campaign has been sung by a newcomer Australian pop singer, Conrad Sewell (Kellaris & Machleit, 2016). However, Conrad Sewell may not have equal popularity in all European nations and in other Asian nations where CocaCola supplies its products. Hence, the effectiveness of the marketing communication pieces in “Taste the Feeling” marketing campaign significantly gets dependent on the international popularity of Conrad Sewell (Finne et al., 2017).
It is not necessary for all human beings across the world to have similar emotions and feelings. Hence, there would be the risk for the advertisements in “Taste the Feeling” marketing campaign for being less effective or unattractive to many potential consumers (Madhavaram et al., 2016).