COKE AD SPENDING ON THE RISE
By Adnews Staff
Coca-Cola of Atlanta increased its ad spending to $1.6 billion(US) last year, an increase of $200 million over 1996. During 1997, Coca-Cola focused on a strategy it called the "three p's": preferred brands, pervasive penetration and price relative to value. This year, the soft drink maker will focus its efforts on creative promotions linked to its Coca-Cola Classic brand and Nascar auto racing. It will also increase promotions for its Minute Maid juice brand.
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