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Strategic Message Planning

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Strategic Message Planning
Strategic message planning is an important aspect of every organization since it enables
it to create marketing advertisements that are able to clearly state the intended message to the
target client (Aeker 56-58). In this case, a business is able to know how to express its message in
a manner that is easily and clearly understandable to its target market. Consequently, the
organization is able to achieve its advertisement goals.
Coca-Cola: Dark Iftar Advert
The Dark Iftar advert by Coca-Cola is a creative advertisement that aims at creating unity
among people from different societies and cultures. In this advert, Coca-Cola shows the
prejudices that people have towards certain communities and persons primarily based on
simple judgments of their character, such as by looking at their physical appearance. In this
advert, Coca-Cola places 6 strangers in a dark room and they each begin describing their
hobbies. Interestingly, the characters of these people are strangely different from their physical
appearance (Coca-Cola). For example, Gareth, a man in a wheelchair enjoys high-risk sports
such as bungee jumping, while Iracqa, a rock artist, is dressed in a sharp suit. More strangely, a
psychologist who specializes in cognitive psychology and behavioral science has tattoos all over
his face. Once the lights are switched on, the six are shocked to discover that the personalities
of these people differ significantly from their looks. In this advert, Coca-Cola aims at illustrating

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the prejudices associated with making judgments based on appearance (Arabian Marketer). In
this brand, Coca-Cola advertises its soda, Coke, as unifying products that can be used to unite
people through sharing a drink and learning about each other. Since the advert was shown
during the Ramadhan period, it also illustrated that the holiday should not be viewed as simply
a Muslims festive, rather, all people from different religions and communities should celebrate
with the Muslim community.
Du’s ‘#Post Wisely’
Du’s ‘#Post Wisely’ is a creative advert by the Arabian Marketer that shows the dangers of
reckless posting of personal information on social media. In this advert, the advertiser
illustrates how individuals can read a person’s details based on his/her postings and use it to
manipulate or endanger the individual who put these posts. In the advert, an elderly man is
shown making verbal replies to postings made by a 16-year-old 8
th
-grade student. He lies to the
individual that he is 14 year and can assist her in mathematics. Creatively, the advertiser focus
on the elderly man’s eye, which is used to illustrate that conversation made on social media are
public, and not private since anybody can view them. The lies he makes show that people can
use the internet communication systems and computers to conceal or lie about their identity.
The mentioning of ages 14 and 16 and academic levels such as 8
th
grade enables this advert to
reach its target audience, who are minors (Du’s). Equally important, the illustration of girl
chatting with the stranger through the reflections on the stranger's eye show how innocent but
naïve individuals can be victims of reckless postings made in social media.
Under Armour: I Will What I Want

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Surname 1 Name Tutor Course Date Strategic Message Planning Strategic message planning is an important aspect of every organization since it enables it to create marketing advertisements that are able to clearly state the intended message to the target client (Aeker 56-58). In this case, a business is able to know how to express its message in a manner that is easily and clearly understandable to its target market. Consequently, the organization is able to achieve its advertisement goals. Coca-Cola: Dark Iftar Advert The Dark Iftar advert by Coca-Cola is a creative advertisement that aims at creating unity among people from different societies and cultures. In this advert, Coca-Cola shows the prejudices that people have towards certain communities and persons primarily based on simple judgments of their character, such as by looking at their physical appearance. In this advert, Coca-Cola places 6 strangers in a dark room and they each begin describing their hobbies. Interestingly, the characters of these people are strangely different from their physical appearance (Coca-Cola). For example, Gareth, a man in a wheelchair enjoys high-risk sports such as bungee jumping, while Iracqa, ...
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