Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

تمرين 17

Creative Corner
Coca-Cola has created its own Digital Network, a group of 28 electronic billboards in 27 different markets. Although Coca- Cola leases the outdoor space, it owns the 14- by 48-feet LED screens. This allows Coca-Cola to advertise its products 24 hours a day, 7 days a week. It provides greater flexibility in changing ads and also in partnering with retail grocery stores, such as Kroger. By controlling the message on the LED billboards, Coca-Cola is also able to test different billboard ads and determine the optimal number of times an ad should change on the screen and how long it should be used before motorists tune it out.37
Design an advertising campaign for Coca-Cola for the Digital Network. Carefully explain how you intend to use this medium. Match it with an executional framework that can take advantage of the technology. Create a new tagline for Coca-Cola to be used in all the Digital Network advertisements.