Comparative Analysis of Advertisements Essay Example | Topics and Well Written Essays - 1250 words

Comparative Analysis of Advertisements - Essay Example This essay reflects on the advertising strategies of these companies in terms of models and media employed, target audience, approaches to advertisements, consumers’ appeal, effectiveness of these strategies and congruent success in the market. The view of the essay is to employ a critical analysis approach in order to present a unique comparison and contrasting of the advertising approach of the two multinational companies. Additionally, the rhetorical presentation of the company’s products is analyzed within this paper in order to define the effectiveness of each of the company’s marketing communication images and messages. Both Pepsi and Coca-Cola present their brands in a very convincing manner. This is regardless of numerous differences in approach which are used by these two companies. More notable though is the rivalry and wars which evidently exist between these companies in their marketing and promotion projects, campaigns and advertisements (Behrooz 10) . The influence that the two companies impact on the market is based on the fact that they have laid large budgets for advertising their products. As a result, Pepsi and Coke adverts are common place. They frequently appear on television commercials, radio, billboards and at promotional events and campaigns such as sports sponsorship (Odell 1). Because of the approach that the companies have employed, their popularity has grown significantly within various markets and segments. Popularity of a company leads to a conviction within a customer or potential consumer that the company is authentic and as a result its products are superior and are of a high quality. It is arguable that both of these companies have attained this though at different levels. The advertisements of Coke and Pepsi have achieved different levels of influence on their target market. For example, Pepsi is leading within the youth market segment because of the youthful language, style, culture and images which it pr esents within its commercials (PR Newswire 1). On the other hand, Coke has attained more success in the market because of its strategy of targeting a wider market (Behrooz 5). The rhetoric that is expressed within the company’s marketing strategy is demonstrated by the fact that the companies placed insiders of each other’s advertising units to provide intelligence information for marketing strategy (Behrooz 12). Even though this approach reflects the height of market rivalry, it is evident that regardless of notable differences in marketing strategy, the commercials of these companies have been planned, designed and planned based on insider information that they steal from each other. The feelings and emotions that the consumers attain from the advertising strategies of these companies are very paramount even though it is achieved through different approaches. For example Pepsi initially relied upon celebrities, such as pop and film starts or cricket players, in its c ommercials (Behrooz 14). This was aimed at arousing feelings and emotions within the consumers especially those who were affiliated with film, pop music and sports. As a result Pepsi was able to connect the feelings of the consumers for stars and sports to the love for the Pepsi brand. This strategy is attributed to the increased performance of the company within the market. Coke also employs strategies of arousing feelings within

China in metal industry Essay Example | Topics and Well Written Essays - 500 words

China in metal industry - Essay Example of China’s metal industry was under the State Owned Enterprises (SOEs) where the key SOEs worked under the policies of the central government and the local SOEs were under the influence of the provincial government. China’s membership in the WTO had posed several challenges for the country considering the weaknesses in comparison to other countries in the world. However the country depended on mergers and acquisitions of steel companies but doubts still persisted as to whether the country would be able to compete in the international market (Hu & Ping, n.d., pp.2-3). The Chinese metal industry has been found to violate several commitments of the WTO. Violating the norms, the Chinese industry has not stopped its ownership and control over the production of steel. This has been mostly achieved with the intervention of the government that plays a significant role in the decision making even after China joining the WTO. In fact after joining the WTO, the intervention of the government has increased contrary to the commitments of the WTO. Violations have also been observed in the treatment and providence of the SOEs (Metals and Mining Chinese Steel Industry, 2011). Slowdown of growth in the Chinese market may bring concerns over the demands of steel along with other products. The LME (London Metal Exchange) realizing the state of the China metal industry decided to spread out its warehouse set-up into China that it considers as the largest user of base metals together with copper. This has been thought to bring in benefits for both the Chinese industry as well as the LME (Sim & Li, 2012). China has proved to be a leading producer of rare earths, tungsten and molybdenum in the world and over the last two years the country has imposed strict taxes over the exports of these elements leading to price rises (Rare Earths, 2012). China is also the largest consumer of copper, aluminium, and zinc, in the world and plans to limit new aluminium merging base metal