首页
登录
职称英语
Although Coca-Cola Co: spent nearly $ 2 billion last year advertising its v
Although Coca-Cola Co: spent nearly $ 2 billion last year advertising its v
游客
2024-05-05
16
管理
问题
Although Coca-Cola Co: spent nearly $ 2 billion last year advertising its various brands around the globe, it saw its share of the critical U. S. cola market decline. Meanwhile, Pepsi Co. is riding a sizzling (火热的) Britney Spears-led ad. campaign to a bigger share, sod has launched an audacious (大胆的)assault on Coke’s long-held sponsorships. The cola. fight is heating up. And Pepsi is landing most of the punches.
Pepsi’s share of the U.S. carbonated soft-drink market rose to 31.65% last year, average Digest report. Coke brands, including Diet Coke and Sprite, still lead easily with a 43.7 % share--but that’s down four-tenths of a point. Both companies’ flagship colas, which together account for 1 of 3 sodas sold in the U.S., lost share last year. But Coke’s lost more, and Pepsi scored big with new flavors Code Red and Lemon Twist.
Pepsi. Co. recently embarrassed its bigger rival by snatching away the National Football League sponsorship, which had been Coke’s for 22 years. Coke dismisses the NFL setback as less important than the individual sponsorships it retains with two-thirds of the league’s teams. "We’re still an NFL sponsor," asserts Jeff Dunn, head of Coke in the Americas. He insists that the "passion point", for consumers is local teams. He says the cost of the league sponsorship had escalated (逐步高升) beyond its value. Beneath Coke’s outward calm, executives are angry over the NFL loss. Now, some on Coke’s board are sad to be upset that Pepsi outdid Coke’s management. This Sets up a marketing competition later this year as Coke tries to tie itself to NFL from the bottom up, team by team, and Pepsi tries to do the same thing from the top down, leveraging its deal with the league.
Coke has hardly been sitting on its thumbs. Last year it brought out Diet Coke with lemon, and the company is now gearing up to launch Vanilla Coke. Yet if Wail Street is the judge of who’s winning, there’s no contest. Pepsi shares are trading near the an-time high and have almost doubled during Coke’s long depression. Pepsi rates a strong buy from twice as many analysts. The news is not better for Coke among advertising expert. "There’s nothing great going on ever there, "says marketing consultant AI Ries M Atlanta. He gives Pepsi far better marks for "effectively using visuals like Britney Spears to reinforce Pepsi’s image that it is for the young generation". And for companies that sell very similar sugar water, image is everything. [br] According to AI Ries Pepsi is so successful because it ______.
选项
A、would like to spend billions of money on the promotion of its products
B、has twice as many advertising experts to turn to for consultation
C、is always changing its image to cater to the taste of the young people
D、can make effective use of famous stars popular with the young people
答案
D
解析
细节题。根据本文末段AI Ries认为百事可成功的原因是能有效地利用布兰妮来提升百事可乐的形象,故选D。
转载请注明原文地址:https://tihaiku.com/zcyy/3585581.html
相关试题推荐
Advertisingisacollectivetermforpublicannouncementsdesignedto【B1】___
Advertisingisacollectivetermforpublicannouncementsdesignedto【B1】___
Advertisingisacollectivetermforpublicannouncementsdesignedto【B1】___
Advertisingisacollectivetermforpublicannouncementsdesignedto【B1】___
Advertisingisacollectivetermforpublicannouncementsdesignedto【B1】___
BaseballwasinventedinNewYorkCityin1845.Although【C1】______gamesexi
BaseballwasinventedinNewYorkCityin1845.Although【C1】______gamesexi
BaseballwasinventedinNewYorkCityin1845.Although【C1】______gamesexi
BaseballwasinventedinNewYorkCityin1845.Although【C1】______gamesexi
BaseballwasinventedinNewYorkCityin1845.Although【C1】______gamesexi
随机试题
在中国封建社会(feudalsociety),皇帝是最高统治者。秦王赢政统一中国之后,封自己为皇帝,他是中国首位皇帝。从此,中国开始了长达两千多年的专制
[originaltext]W:Bob,willyoutellmesomethingaboutthenewintelligenthous
A.311.5Pa B.467.2Pa C.934.4Pa D.0Pa
在醋酸纤维薄膜电泳中γ区带不包括A.IgGB.LDLC.CRPD.IgAE.Ig
某企业拟以“1/20,n/40”的信用条件购进原料一批,则企业放弃现金折扣的机会
(三)某市人民法院因司法拍卖需要,委托甲房地产估价机构评估-栋独栋别墅的市场价值
组织为员工提供( )、工作描述,宣传经营理念、人力资源开发的策略等,员工据此设
骨折愈合过程中不出现()A.血肿 B.骨性骨痂 C.软骨骨痂 D.病理
关于葡萄糖,下列说法错误的是:A.葡萄糖的甜度低于蔗糖 B.葡萄糖在一定
患者,男,50岁,诊断为高血压、冠心病。医师处方:氨氯地平片10mgpoqd
最新回复
(
0
)