Questions for Discussion
1. Consider Coca-Cola's advertising throughout its history. Identify as many commonalities as possible for its various ads and campaigns. For a list of Coca-Cola slogans over the years, check out
https://en.wikipedinorgAvild/Coca-Cola_slogans.)
2. Analyze the 'It's Mine ad based on the process of creat¬ing an advertising message as outlined in the text (the ad can be found at www.superbowl-ads.com).
3. Discuss issues of selecting advertising media for the it's Mine' ad. How might this process differ from that of other Coca-Cola campaigns? From other campaigns for other companies?
4. Based on the information in this case, how might Coca-Cola measure the effectiveness of the "It's Mine' ad? What else might Coca-Cola want to measure?