What is the difference in corporate versus brand advertising, and which is Coca-Cola doing here?

Case 01 

In Coca-Cola’s “Be Happy” Campaign, a recurring theme is bringing the world together towards happiness—by sharing a Coke. Here is marketing from Coca-Cola hoping to bring two cultures together via a vending machine. 

http://adage.com/article/agency-news/coke-s-attempt-unite-indians-pakistanis/241561/ 

1. What is the difference in corporate versus brand advertising, and which is Coca-Cola doing here? 

This article tells how in Brazil, the agency NBS set up an office in a slum in Brazil to teach poor people how to be consumers. 

http://adage.com/article/rance-crain/brazilian-shop-hopes-good-business-slums/241525/ 

2. In what ways is this an ethical practice for the agency? Why is ethics a big part of advertising? 

Case 02 

The Japanese app “Line” provides free IM and calling via smartphones, tablets and desktops. Line, is at press time the world’s fastest-growing social network—getting 50 million followers in under 400 days. Line was launched after the Tohoku earthquake; the name refers to lines that formed outside of public phones after the devastating earthquake. 

http://adage.com/article/global-news/meet-line-japan-s-biggest-social-network-heard/242079/ 

1. In what ways is this social network “Line” reflective of a more fundamental change in society and culture? 

Case 03 

http://adage.com/article/media/nbc-universal-interns-file-lawsuit/242978/ 

1. Have you had an unpaid internship before, or one where you worked overtime (8 hours a day plus)? If not, put yourself in the role of Saturday Night Live’s media intern. Discuss the ethics of this practice in your opinion. 

Case 04 

http://adage.com/article/creativity-pick-of-the-day/domino-s-pizza-fresh-ipad/231155/ 

1. From a planning advertising and IBP lens, how would you as a marketing VP of Domino’s suggest the brand use social media? Think of three specific social media strategies. 

http://adage.com/article/creativity-pick-of-the-day/iq-whisky-alcohol-advertising-a-twist/231020/ 

2. This spot about alcohol advertising is unique (despite the usual tactics of ambiance setting in alcohol advertising). But, is it ethical to “trick” consumers into them thinking it is an ad about one thing (say whiskey), but to lead them down a wrong path and surprise them? Make your response in reference to this Swedish spot. 

 

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