Aftermorepeopletried the softdrink,likedit,and requested it, more pharmacies bought theproduct to sell to their customers. Stimulatingthe distribution of product is yet another functionofadvertising.Until then Coca-Cola had beensold only at sodafountains.One of the many functions ofadvertising,though,is to increase product usageIn1899,thefirstbottlingplantopenedinChattanooga, Tennessee. The second opened thefollowing year in Atlanta. In 30 years these firsttwo bottling plants increased to 1,000 with 95percent of them locally owned and operated
◼ After more people tried the soft drink, liked it, and requested it, more pharmacies bought the product to sell to their customers. Stimulating the distribution of product is yet another function of advertising. ◼ Until then Coca-Cola had been sold only at soda fountains. One of the many functions of advertising, though, is to increase product usage. In 1899, the first bottling plant opened in Chattanooga, Tennessee. The second opened the following year in Atlanta. In 30 years these first two bottling plants increased to 1,000 with 95 percent of them locally owned and operated
As with anything popular,however,there weremany imitators,and thebattleagainst thesecompetitorshasbeen continuous.Anotherfunctions of advertising is to build preference andloyalty,and Candler's use of a constant andconsistentpromotional campaign helpedto dothis.In 1916,thefamousCoca-Cola bottlewithitsdistinctive contour design was introduced. Thishelped identify Coke and differentiate it fromcompetitors to such an extend that the bottle wasregistered as a trademarkby the U.S.PatentOffice
◼ As with anything popular, however, there were many imitators, and the battle against these competitors has been continuous. Another functions of advertising is to build preference and loyalty, and Candler’s use of a constant and consistent promotional campaign helped to do this. ◼ In 1916, the famous Coca-Cola bottle with its distinctive contour design was introduced. This helped identify Coke and differentiate it from competitors to such an extend that the bottle was registered as a trademark by the U.S. Patent Office