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in more than 200 countries. The major competition that they face is Pepsi and also some small domestic competitors in different countries. The market for carbonated soft drinks has grown a lot and has come a long way. The print ad being analyzed is about the new campaign started by Coca-Cola called ‘Coke side of Life’. Coca-Cola has started this campaign after losing its market share to Pepsi by a margin for the first time since it started (Bhatnagar P. 2006). The new advertisement is meant to increase brand awareness among consumers and not only to increase sales. (Appendix)
2. Target Audience
The marketing communication process technically starts by recognizing the target market and the audience that the company aims to attract (Belch & Belch 2004, p146)...
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