Even though the use of social media to market products and services have increased significantly over the last two decades, mass communication still plays a critical role in branding. One of the main characteristics of mass communication is the use of the media to convey message or information to a large number of people or a large audience. Besides, the targeted audience tends to be distant, diverse and varies in terms of size. Also, mass communication involves impersonal interaction, as the provision of feedback is limited. Mass media such as TV, newspapers or magazines, and radios still play an integral role in human life, including in the business sector (Keller, 2009). A significant number of businesses still rely on mass communication to create beneficial and effective brands that result in a competitive advantage in the market. Thus, mass communication is still important to a brand.
Mass communication is important to a brand because it provides an opportunity to reach a wide spectrum of people within a short period. According to Keller (2009), to build a strong brand, the business should target a wide range of customers. With increased diversity, a significant number of companies are now focusing on diverse branding. It is no longer easy to target a particular customer base because of the diversity. Therefore, with the use of mass communication, businesses can communicate their brands to diverse customers, leading to increased chances of success. Business can no longer find a mainstream target audience without facing challenges such as multi-diversity and multi-gender. Mass communication is important for a brand because it helps in meeting all relevant target audience without leaving other people out.
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Besides, mass communication is cost-effective because it can be used to reach a large number of audiences. Social media can only be used when targeting techno-savvy and young people, limiting the scope of the target audience. On the contrary, mass communication is accessed and utilized by nearly everybody regardless of gender, age, and socio-economic background. A company does not have to spend a lot of money to reach different target market segments during branding. For instance, TV can be used to communicate a brand to various market segments (Crommelin, Gerber & Terblanche-Smit, 2014). Hence, mass communication can be used to reduce the cost of branding. The characteristics of mass communication make it relevant to pride, especially concerning communication to diverse and a large number of audience.
Mass communication technologies such and TV and radio have a significant impact on a brand. Even though V is perceived to be an old mass communication technology, it still has an immense impact on a brand. Crommelin, Gerber & Terblanche-Smit (2014) argues that TV advertisements play a critical role in developing and sustaining brand equity. Specifically, the technology provides useful information that helps consumers to different various alternative brands that are existing in the market. Besides, TVs can be used to create brand awareness through consistent advertisement and communicating with the target customers. Also, TV increases brand recognition, especially when customers are already aware of a brand (Crommelin, Gerber & Terblanche-Smit, 2014). The TV can convey brand messages to a large section of society, extending brand name awareness to diverse customers. The audio-visuality characteristics of TV awaken emotions of the target audience, which is essential in brand development and sustainability. Hence, TV is a mass communication technology that has a lot of impact on a brand.
Also, radio is a traditional mass communication technology that still determines the success of brands. Like TV, radio is a technology that can be used to reach a broad segment of the population, particularly through broadcast news, music, and audio advertisement. Radio can create brand loyalty because listeners are always loyal to a give radio station. Radio also plays complementary functions to other mass communication technologies like TV and digital media. Customer loyalty is one of the effective ways to build a strong brand (Rather, Tehseen & Parrey, 2018). At the same time, listening to radio commercials is not only entertaining, but it helps in creating brand awareness. Mass communication technologies, therefore, helps in generating brand awareness, brand recognition, and brand loyalty.
Part II
Coca-Cola is the leading soft-drink company in the world, especially based on the number of its customers and brands. The company has enjoyed steady success since it was found in 1886. The success of Coca-Cola is mainly attributed to its innovative marketing campaigns that have given the company a competitive advantage in the global market. The company has produced many commercial advertisements that are attractive to its clients globally. Unlike many companies that now rely on social media, Coca-Cola uses both modern and mainstream media to reach its clients in various parts of the world. Coca-Cola commercial ads have featured on newspapers, radios, and videos.
Coca-Cola uses different newspapers to communicate with clients. The company is using newspapers to create optimistic and inclusive commercial advertisement messages for its customers globally. Specifically, Coca-Cola is using print media to engage its customers. For instance, in a “Super Bowl LII” print advert that was contained on the back page of the US Today , Coca-Cola portrayed its logo to convey its brands (Print Power, 2018). The same page also portrayed Coke's customers taking a soft lunch. Besides, to create uniqueness, Coke used a poem to print each line in different writing to communicate inclusivity. Coca-Cola used the newspaper to create the uniqueness of its brands.
Apart from using newspaper, Coca-Cola is also using radio to reach out to its customers. Coke is aware that a significant number of people still rely on radio as their main source of information, particularly in rural areas. Radio is still an effective mass communication channel that can be used to promote a brand. For instance, to increase sales during the warm weather months, the company used “Serve with a Coca-Cola” campaign, which was largely aired on radios stations. The commercial advertisement included celebrated chefs and personalities like Aarón Sánchez and Roblé Ali (The Coca-Cola Company, 2017). The advert helped Coca-Cola to increase sales during warm months, especially in the USA.
A lot of Coca-Cola’s commercial adverts are in video form. The company is using video adverts to not only elicit emotional reactions from clients but to connect with customers. For instance, “The World Cup” video commercial advertisement effectively helped in enhancing Coca-Cola’s brand. The advert portrayed Coca-Cola as a brand that values diversity and is sensitive to the needs of all people, regardless of their socio-economic backgrounds (The Coca-Cola Company, 2017). The commercial was widely shared across the globe, proving the effectiveness of this particular campaign.
Therefore, TV or video is the most effective channel for the Coca-Cola brands. Almost all commercial adverts of Coca-Coca are in video forms even if they are meant for other media like radio or newspapers. For instance, even though “Serve with a Coca-Cola” was specifically designed for audio channels, it was also aired on various TV channels (The Coca-Cola Company, 2017). TV makes it easy and convenient for Coca-Cola to communicate with its clients. At the same time, video channels are appealing to many people, and they can be used to engage the target audience emotionally.
Coca-Cola is targeting clients across socio-economic backgrounds. A significant number of the company’s people who are consuming its products and services. Coca-Cola brands are consumed by children, adults, women, men, and the elderly. It is one of the brands that enjoy wide consumption across the world. For example, “Serve with a Coca-Cola” is taking all people who are using soft drinks during warm weather. “The World Cup” also targeted all football fans. Therefore, Coca-Cola’s ads are targeting diverse consumers. However, some of the ads are aimed at creating awareness and brand recognition among young people who consume soft drinks. However, some of Coca-Cola’s ads have attracted a lot of controversies. South Pacific government banned the use of Coke in the country after a radio advert for claiming that Coke was an adequate food substitute (Dawson, 2017). The company was forced to withdraw the advert from the market because it was termed illegal, as it violated marketing laws.
Conclusion
Mass communication plays a critical role in a brand, as it helps in creating brand loyalty, awareness, and sustainability. Mass communication allows companies to reach and diverse customers, which is essential in creating a strong brand. Mass communication technologies like radio and TV are used to create strong brand awareness and equity. Coca-Cola is one of the companies that have relied on mass communication to create strong brands. The company is using radio, TV, and print media to create to gain a competitive advantage in the soft drink market.
References
Crommelin, T., Gerber, C., & Terblanche-Smit, M. (2014). Brand recognition in television advertising: The influence of brand presence and brand introduction. Professional Accountant , 14 (1), 1-8.
Dawson, A. (2017, December 5). Coca-Cola radio ad banned for promoting Coke as a meal substitute. Retrieved from https://mumbrella.com.au/coca-cola-radio-ad-found-guilty-of- promoting-coke-as-a-meal-substitute-488157
Keller, K. L. (2009). Building strong brands in a modern marketing communications environment. Journal of marketing communications , 15 (2-3), 139-155.
Print Power. (2018, March 27). Coca-Cola’s new print advertisements are... pure poetry. Retrieved from https://www.printpower.eu/case-studies/coca-cola-s-superbowl-print-ad/
Rather, R. A., Tehseen, S., & Parrey, S. H. (2018). Promoting customer brand engagement and brand loyalty through customer brand identification and value congruity. Spanish Journal of Marketing-ESIC , 22 (3), 319-337.
The Coca-Cola Company. (2017, May 1). Coca-Cola brings on Chefs Aarón Sánchez and Roblé Ali to talk Taste, Flavor, and Variety of Meal Pairings. Retrieved from https://www.coca- colacompany.com/press-center/press-releases/coca-cola-brings-on-chefs-aaron-sanchez- and-roble-ali-to-talk-ta
