Term
What are the strengths for the Cola wars?
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Definition
- Both companies explain the impact or answer the "so what" question within their ads.
- Explicitly point out what it means for their business to have Pepsi or Coke as their foundation drink supplier. |
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Term
| Why was Coke's Campaign superior? |
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Definition
- The attack and defense was better designed.
- Claims that Pepsi competes with its own customers was generally more persuasive.
- Messages were better supported.
- Most important and best developed issue was Pepsi's "competition."
- Theme of "competition" campaign builds.
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Term
| What was weak about Pepsi's campaign? |
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Definition
- Malicious attacks on Coke damaged Pepsi's image and credibility
-Respons to "competition" claims were weak.
-Lack of fact/statistics
- Readers assumed quotes about Pepsi quality were selected with care.
- Coke might send service first to McD, but who is to say Pepsi would not do the same for their chains.
- No explanations for Coke's "Driving traffic" away from Mc.D
- Coke purchase generates the same revenue for Coke, regardless of where it is purchase, but the same could not be said for Pepsi.
- The underlying premise in Pepsi's arguments damage Pepsi more than Coke. |
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Term
Lessons learned from Cola Wars:
Who should the company consider in their messages? |
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Definition
Must consider audiences and tailor message (persuasive and defensive)
- Emphasize and apeak to the audiences most important intrest. |
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Term
Lessons learned from Cola Wars:
What is necessary to support claims? |
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Definition
Facts and statistics.
- Innuendo, supicious and assertion are too weak to persuade
- Fact must both be chose, and present, effectivly to resonate with customers.
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Term
Lessons Learned from Cola Wars:
What kind of testimonials should the company use?
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Definition
- Must use prominent spokes person
- From varied sources
- Should use spokes people/ figures above community members if possible.
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Term
Lessons learned from Cola Wars:
What are effective means of persuasion and defense?
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Definition
- Blostering and Transcendence
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Term
Lessons from Cola Wars:
What is an option for coroporate restoration? |
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Definition
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Term
Lessons from Cola Wars:
What should Pepsi have employed after the "open-letter" from coke?
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Definition
Mortification
- Image restoration strategies should not be confined strictly to "attack defense" |
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