PEPSI PR-CAMPAIGNS AS EXAMPLES OF SUCCESSFUL AND UNSUCCESSFUL MARKETING-MIX REALIZATION

The article is devoted to research of the marketing mix theory and its role in brand awareness boosting. It defines the main elements of the four Ps model (product, price, place, promotion) and their importance in the creation of good image of the Pepsi company. Real Pepsi ad-campaigns are analyzed and grouped according to their effectiveness and negative and positive consequences for the company and its popularity among customers. The article may be useful for those who work in Public Relations and Marketing as well as for students taking their first step in these spheres.