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.

Авторы
Издательство
Российский университет дружбы народов (РУДН)
Язык
Английский
Страницы
115-122
Статус
Опубликовано
Год
2019
Организации
  • 1 Peoples' Friendship University of Russia
Ключевые слова
brand awareness; PR-campaign; advertisement; Marketing-Mix; Pepsi
Дата создания
20.02.2020
Дата изменения
20.02.2020
Постоянная ссылка
https://repository.rudn.ru/ru/records/article/record/57118/
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Другие записи

Молчанова Ж.И., Татаринцев П.Б., Рагозин О.Н., Рагозин О.Н., Чибисов С.М., Радыш И.В., Благонравов М.Л., Чибисов С.М.
Федеральное государственное автономное образовательное учреждение высшего образования Российский университет дружбы народов (РУДН). 2019.