The Resource Cola conquest 1, Coca-Cola : a classic marketing story

Cola conquest 1, Coca-Cola : a classic marketing story

Label
Cola conquest 1, Coca-Cola : a classic marketing story
Title
Cola conquest 1
Title part
Coca-Cola : a classic marketing story
Title variation
Coca-Cola : a classic marketing story
Contributor
Subject
Genre
Language
eng
Summary
This award-winning, US documentary explores the advertising and marketing techniques behind Coca-Cola's historic success. Drawing on a wealth of archive material and interviews with key industry figures, the film offers a powerful insight into Coke's commercial and social impact. Birth of modern advertising: Coke begins life as a "brain tonic" for business people. But the secret of the new drink's success lie in its marketing. Revolutionary mass advertising techniques are used to sell it as a refreshing drink for everyone. Images of Coke appear everywhere. Coca-Cola spends an unheard of 20% of its revenue on advertising. Battle of the brands: Integral to the Coke story is its long-running battle with Pepsi. A wealth of marketing and advertising imagination is employed on both sides. Coke is the "real thing", but drinking Pepsi makes you part of the "Pepsi generation" - as promoted by superstar singer Michael Jackson. A new religion: Market researchers examine the responses of people to Pepsi and Coke, trying to work out why we choose one over the other - even though there's almost no difference in the taste. And what about their social impact? Is Coke part of a new, fantasy-driven, consumerist religion in which what we buy defines who we are?
Cataloging source
UtOrBLW
Characteristic
videorecording
Date time place
Originally produced by TV Choice in 2008
http://library.link/vocab/relatedWorkOrContributorName
Kanopy (Firm)
Runtime
41
http://library.link/vocab/subjectName
  • Coca-Cola Company
  • Advertising
  • Marketing
  • Coca Cola (Trademark)
  • Documentary films
Technique
live action
Label
Cola conquest 1, Coca-Cola : a classic marketing story
Link
http://austinpl.kanopystreaming.com/node/64918
Instantiates
Publication
Note
Title from title frames
Antecedent source
unknown
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Configuration of playback channels
unknown
Content category
two-dimensional moving image
Content type code
tdi
Content type MARC source
rdacontent
Control code
kan1064917
Dimensions
unknown
Extent
1 online resource (1 video file, approximately 42 min.)
File format
unknown
Form of item
online
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Medium for sound
other
Other physical details
digital, .flv file, sound
Publisher number
1064917
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
sound
Sound on medium or separate
sound on medium
Specific material designation
  • other
  • remote
System control number
(OCoLC)897768258
System details
Mode of access: World Wide Web
Video recording format
other
Label
Cola conquest 1, Coca-Cola : a classic marketing story
Link
http://austinpl.kanopystreaming.com/node/64918
Publication
Note
Title from title frames
Antecedent source
unknown
Carrier category
online resource
Carrier category code
cr
Carrier MARC source
rdacarrier
Configuration of playback channels
unknown
Content category
two-dimensional moving image
Content type code
tdi
Content type MARC source
rdacontent
Control code
kan1064917
Dimensions
unknown
Extent
1 online resource (1 video file, approximately 42 min.)
File format
unknown
Form of item
online
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
c
Medium for sound
other
Other physical details
digital, .flv file, sound
Publisher number
1064917
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
sound
Sound on medium or separate
sound on medium
Specific material designation
  • other
  • remote
System control number
(OCoLC)897768258
System details
Mode of access: World Wide Web
Video recording format
other

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