Diet Coke Takes Aim at Number Two

Article Abstract:

The battle between the Coca Cola Company's new Diet Coke product and Pepsi Cola's Diet Pepsi has escalated. Both companies have launched full scale advertising campaigns. In addition to new commercials, Coca Cola is engaging in a massive couponing effort. Pepsi Cola is trying to get a large portion of the pre-teen and teenage market with its Michael Jackson commercials. The battle is complicated because the industry's growth rate has fallen signifantly in recent years. This decrease is primarily caused by increased competition from other beverages and an aging population. Another problem is that new, specialized drinks are taking away sales from other drinks in the same brand family. Both companies are expected to challenge Seven Up's hold on the lemon-lime market. The stakes in the soft drink business have become enormous. Both Coca Cola and Pepsi have the resources and strong bottling networks for success. They may have to consolidate in some form in the future.

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Get Ready for the Video Generation

Article Abstract:

The growth rates for the new electronic media are expected to spiral between now and the end of the century. Distribution systems like cable and special pay services will continue to grow. So will screen attachments such as VCRs. Accessories like remote controls will also continue to grow in use. The market for new video forms such as videotex and teletex will also continue to increase. The introduction of these new video forms should increase the amount of time an individual spends in front of a television set. However, the market will become even more segmented and harder to reach. A new public is developing. In order to successfully market products and services through these new channels, companies will have to study both the public and the distribution channels. This will allow a marketer to determine whether or not a particular video form is a viable tool for a specific product or service.

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"You ain't seen nothing yet." (Hal Miller's forecast of media advertising)

Article Abstract:

Hal Miller's forecast of the future in media advertising and the employment possibilities in the field.

Radio, TV, publisher representatives, Forecasts and trends, Television advertising, Beliefs, opinions and attitudes, Advertising, Miller, Hal

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