Intro to Advertising Practice COM4400 - Assessment 2 000076944
A critical account and analysis of Coca
Cola advertising Campaigns with
Snapchat
There are many ways one can explain what advertising truly is and the power it holds over
societies. In simple terms it can be described as the drawing in of public attention to a situation
or piece of information. Whether the attention drawn is either positive or negative, or the
advertisement is paid for or free is all relevant. Advertising is often used to deliver a message
from a company or organisation to a potential consumer or customer hoping to inform them of
something beneficial to both parties (Study.com, 2017). When advertising using a small media
platform such as a small local radio channel, prices may be a lot cheaper than using a large
social media platform such as Snapchat.
Snapchat has shown great significance in advancing society in the new technological era.
Instead of browsing websites such as Facebook and reading about ‘new’ ideas and current
affairs in the world, Snapchat allows users to utilise the app to share their own original ideas to
whoever they want, whether it be a friend group or on a public account for a large scale of
people to consume and view. This is a great way for creativity to be enhanced and to persuade,
as we can often stop creating and just consume when spending a long period of time on a
social networking site and device. Snapchat is so unique due to its facial recognition dynamic.
Users can incorporate their faces into filters with creates a personal feel to the app. There are
many different ways companies or individuals can advertise on Snapchat. Snap Ads,
Sponsored Geofilters and Sponsored Lenses are the three main and impactful ways to reach a
wide audience (Felicitas, 2017). In contrast to Facebook and Instagram, Snapchats ads stick
truely to their unique theme of transience and temporary. The ads play in between users stories
and only play for up to 10 seconds. The advertisements include internal links that viewers can
click on or swipe to perform an action such as installing an app, visiting a website, or watching
a video (Felicitas, 2017).
Intro to Advertising Practice COM4400 - Assessment 2 000076944
Coca Cola's advertising spend accounted for nearly 7% in total revenue for each year from ...
