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Case #21 – Coca Cola Integrated Marketing Communications (Textbook: 534-541)
Synopsis: Coca Cola displays an extensive understanding of integrated marketing communications. In conjunction with traditional marketing, the company uses a number of newer promotional tools to increase brand awareness, such as social media marketing. Perhaps the best example of Coca-Colas use of integrated marketing occurs through its partnership with the Olympics. This case examines Coca-Colas IMC strategies and looks at the benefits and costs of being a major Olympic corporate sponsor.
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