Why should a company like Coca Cola continue to advertise?

Why should a company like Coca Cola continue to advertise?

Advertising is defined differently by different authorities and the institutions dealing with the subject of advertising. The American Marketing Association defines advertising as "any paid form of non-personal presentation and promotion of ideas, goods or services by an identified sponsor." This definition suggests the following features of advertising. Firstly, advertisement is paid for by the sponsor/advertiser.

Secondly, advertising is non-personal selling. It is a medium of mass communication for large scale selling. Thirdly, advertising acts as important marketing tool for presentation and promotion of ideas, goods and services. Finally, advertising needs the sponsor of the message known. Advertising will be meaningless if the advertiser is not clearly identified.

The term 'Advertising' originates from the Latin word 'advertere' which means "to turn the mind towards". The dictionary meaning of the term advertising is "to give public notice or to announce publicity". This suggests that advertising acts as a marketing vehicle and is useful for drawing the attention of people towards a specific product/service/manufacturer.

It is easy to assume that once a company has become a household name then it should minimize or stop advertising completely. But a company and brand like Coca Cola has demonstrated that irrespective of how recognizable your brand is, you don’t have to stop advertising.

Coke must keep advertising to remind you why you need to keep on buying their product and not some other beverage.

During World War II when a number of companies could not sell their products to the public because their materials and manufacturing capacity were needed for the war effort, they continued to advertise their brand names to consumers, so when the war ended, people would resume buying those advertised brands.

Studies have also found that companies that continue their previous levels of advertising during economic depressions recover better and grow more when the economy turns back up than companies that cut their advertising.
If people temporarily cannot buy your product, don't stop advertising. If virtually everybody is buying your product at the moment, don't stop advertising.
It is said that is that the single most important part of staying in business is advertising.

Coca Cola is an extremely recognizable company. Popularity is one of its superior strengths that is virtually incomparable.

For a company like coca cola they must keep on advertising because that is by far the most effective way to inform people about different products and services, and help consumers  in making better purchases.

Continuous advertisement is essential for coca cola because it can help in attracting huge number of potential customers and make positive impact about their products and services.

Advertisements create a brand name for the product being promoted. People can recognize the products from the catchy advertisements they see and thus sales are also improved.

Advertising can lead to direct feedback from customers. It has been seen that a lot of opinions are received by advertisers on their product/service, which helps in improving the product/service.

Coca Cola must continue to advertise because it helps in introducing new products. Due to advertising, information about new products is given to the prospects. This creates demand and the manufacturer is able to sell new products along with the existing ones.

Coca cola must continue advertising because it helps them to create new demand. Advertising spreads information and encourages consumers to purchase new products. Such advertising leads to the creation of new demand. Various concessions are offered to consumers in the initial period. This gives positive response from the consumers. Thus, advertising creates new demand from non-users.

Coca cola must continue advertising because it helps to build brand image. Manufacturers introduce branding for making their products popular with distinct personality. The brands are made popular through advertising. As a result, consumers develop loyalty towards a specific brand. Advertising builds brand image and this develops consumer loyalty towards a specific brand.