The paper "Pepsi Company Change the Game Campaign" is a brilliant example of a term paper on marketing. This report is aimed at furnishing the top management of Pepsi Company with a wealth of information regarding the validity of the contents of the adverts that are on use to promote their change the game strategy. It is an in-depth analysis of the content and intuitions drawn from one of the seven video clips used for the purpose, and currently circulating in electronic media and online communities. The report starts with an introductory review of online advertising, why and how it has gained popularity in the recent past.
Then, the report gives a summary of the case of the Pepsi Company. An evaluation is made of the position the entity holds, its significance and the various external market forces that may work to its detriment. The selected video is summarized in a theoretical format. This helps the user of the report to come to terms with the issues raised with regard to its content. The summary is referred to in the subsequent discussion of this report. Then the impact of the campaign on Pepsi’ s market performance is evaluated.
The advantages discussed include the massive creation of customer awareness, geographical expansion, highly appealing and enticing features and high levels of consumer engagement. The demerits highlighted include legal charges for breach of advertising policies; complaints from various agencies for lack of honesty, sub-optimization, creating a bad public image as well as adverts not instigating the buying decisions of consumers. Finally, a conclusion is formulated based on matters discussed in the three cases. This is an opinion of the best advertising practices that should be adopted by companies.
A recommendation is then made for Pepsi Company on the most prudent course of action. The position held is that the campaign has more demerits than merits. The immediate move that would be most viable is to revise the content of the adverts to militate against non-compliance challenges. In the end, the company ought to consider establishing an internal advertising function rather than outsourcing the same. 2.0 Introduction 2.1 Background to Online Advertising Modern advertising is becoming a vital competitive strategy each day yet sensitive at the same.
Unlike in the past, today’ s business war has found a new battlefield and this is undoubtedly in the online communities. Virtually all big and multinational companies have taken to this direction not only to gain a competitive edge but also as a survival tactic (Brinkmann 2002). The major driving force to this new way of thinking has been brought about by the advent of much-improved technology and the subsequent creation of the social networking services. These sites are already commanding massive membership, and marketers realize then that this could be the way to go.
Advertising firms and agents have timely identified the new opportunity to redefine their strategies and service provision framework (Kotabe, Masaaki & Kristiaan 1998).