MARKETING COMMUNICATIONS

Marketing is all about satisfying the customer at a profit to one’s own self. But then how can one company do better marketing than its competitors? One way is to communicate in a more effective way. When Coca Cola became the official drink at one of the grand cricket tournaments, Pepsi walked away with the limelight by attracting the young generation with its slogan, ‘nothing official about it’.

In 1986 British Airways ran a promotion to give away 5,200 seats for travel on June 10th. Virgin Atlantic Airways ran ads that said, “It has always been Virgin's policy to encourage you to fly to London for as little as possible. So on June 10 we encourage you to fly British Airways.” The British Airways promotion generated a lot of news coverage, but most of the news coverage also included a mention of Virgin's funny ad. It cost British Airways a lot more than Virgin to get this coverage.

Contributed By:

Prof. P. Guha
(Globsyn Business School)

Source: http://blog.guykawasaki.com/2006/04/six_more_crazy_.html