Most advertising reaches us through the massmedia-----thatis,billboards,newspapers,magazines,radio,and television.But muchadvertising also reached us through direct mail.Some advertisingeven reaches usthroughflyershung on our doorknobs or placed under ourwindshield wiper at the shopping center.It seemsto us that we are now living in a world ofadvertising,but what are the major functions ofadvertising?
◼ Most advertising reaches us through the mass media-that is, billboards, newspapers, magazines, radio, and television. But much advertising also reached us through direct mail. Some advertising even reaches us through flyers hung on our doorknobs or placed under our windshield wiper at the shopping center. It seems to us that we are now living in a world of advertising, but what are the major functions of advertising?
IAs soon as Dr.Pembertonhad developed his newdrink, he and his partner,Frank M.Robinsoncame up with a name for it. They also decided towrite the name in a unique way, using theflowing Spenserian script of the day.Later thename and script were trademarked with the U.SPatent Office to ensure their sole usage by theCoca-Cola Company in itsadvertising andpackaging.This demonstrates perhaps the mostbasic function of advertising ----to identifyproducts and differentiate them from others.No sooner had they named the product than theyran an ad to tell people about it and where theycould get it
◼ As soon as Dr. Pemberton had developed his new drink, he and his partner, Frank M. Robinson, came up with a name for it. They also decided to write the name in a unique way, using the flowing Spenserian script of the day. Later the name and script were trademarked with the U.S. Patent Office to ensure their sole usage by the Coca-Cola Company in its advertising and packaging. This demonstrates perhaps the most basic function of advertising - to identify products and differentiate them from others. ◼ No sooner had they named the product than they ran an ad to tell people about it and where they could get it
Within a year,as more soda fountains began to sell theproduct,hand painted oilcloth signs with"Coca-Cola"began to appear,attached to store awnings.Then theword"Drink"was addedto inform passersby that theproduct was soda fountain beverage. Here we seeanother function of advertising -----to communicateinformation about the product, its features,and itslocationofsale.Read the story here:A History of Coca-ColaAdvertisingSloganshttps://www.cocacolacompany.com/stories/coke-lore
◼ Within a year, as more soda fountains began to sell the product, hand painted oilcloth signs with “Coca-Cola” began to appear, attached to store awnings. Then the word “Drink” was added to inform passersby that the product was soda fountain beverage. Here we see another function of advertising - to communicate information about the product, its features, and its location of sale. ◼ Read the story here: A History of Coca-Cola Advertising Sloganshttps://www.cocacolacompany.com/stories/coke-lore
AHistoryof Coca-ColaCompany &AdvertisingIn 1888,therightstoCoca-Cola werebought for$2,300byAsa G.Gandler.Perberton was in ill0health and died inocaiAugust of that year.CoolaUnfortunately,hewasdestined not tosee the success hisCLASSICproduct wouldachieve.12-20ZCANS（144FOZ)12-355mLCANS（426L
9 A History of Coca-Cola Company & Advertising In 1888, the rights to Coca-Cola were bought for $2,300 by Asa G. Gandler. Perberton was in ill health and died in August of that year. Unfortunately, he was destined not to see the success his product would achieve
In 1888,therightstoCoca-Cola were bought for$2,300 by Asa G. Gandler. Perberton was in illhealth and died in August of that year.Unfortunately,he was destined not to see thesuccess his product would achieve.Candler was a firm believer in advertising.Heprinted and distributed thousands of couponsofferingacomplimentaryglassofCoca-Cola.Asmore and more people saw the advertisementsand received free coupons,they tried the productand then tried it again.Another function ofadvertising is to induce consumers to try newproducts and to suggest reuse
◼ In 1888, the rights to Coca-Cola were bought for $2,300 by Asa G. Gandler. Perberton was in ill health and died in August of that year. Unfortunately, he was destined not to see the success his product would achieve. ◼ Candler was a firm believer in advertising. He printed and distributed thousands of coupons offering a complimentary glass of Coca-Cola. As more and more people saw the advertisements and received free coupons, they tried the product and then tried it again. Another function of advertising is to induce consumers to try new products and to suggest reuse