All great marketing campaigns are built upon an original insight that is derived from an understanding of the environment for a product or service, for a change in reputation, for creating a more positive attitude, etc. Throughout this course, we have emphasized that you have to know your audience, your market, consumers, all those who are or you want to have affiliated with you. Research is what you do to generate that knowledge, the understanding needed to derive an actionable insight.
What are the characteristics of consumers (research provided those characteristics) that Coca Cola needed to know to generate the following campaign, the Share A Coke campaign? And why was this BIG IDEA so effective?
1 reference
form the textbook reading and 1 biblical reference in APA format.
Hoyer, W. D., MacInnis, D. J., & Pieters, R. (2024). Consumer behavior. Boston, MA: Cengage Learning.