In a world where TV spots and radio advertisements are losing its impact versus new media channels, here's an example of a commercial that goes against this trend. This time by the giant Coca-Cola, with a 1 and a half TV spot launched in Christmas, in Portugal.
The marketing mix is something easily understood on paper but difficult to put in practice if you don't know your brand and your consumers properly. And even when you do know them well, the right balance is hard to determine. Currently more and more companies and leaving classic media channels such as television and switching to, for example, social media vehicles to promote their products and services. By doing this firms keep up with their consumers' trends as they communicate to (and with) their consumers while they are facebooking or simply writing posts on blogs.
However, a good TV spot still makes an impact. And what is a good TV commercial? For me a good TV commercial is evaluated by 1) the consumer's understanding of the message presented and 2) how much they like it, which ultimately leads to a word-of-mouth snowball effect. This ad clearly transmits the "happiness" core value of Coca-Cola, while at the same time is so good that made people talk about it. It became viral, with hundreds of people posting it online. So even the ones that didn't catch it on TV, they saw it anyways online.
So for all the companies re-thinking their marketing strategies, here's an advice: most of the marketing tools you can use are worth going for, as long as you make sure you are doing it right.
