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Consumerism as an art


            Goizueta's goal was to ultimately have a tap in the kitchen marked "C" for coke, and began to view not only Pepsi but also all other beverages as potential competitors. Unfortunately for society this competition, although increasing choice in products for consumers, meant foreign companies had access to cultures and added their ideologies through food, media, fashion and so forth. Soon the soft drink market was well under way, through advertising, through fashion and through smart marketing such as selling 2 litre Coca-Cola bottles next to microwaveable popcorn in video stores in order to retain the company's goal of being within "arm's reach of desire", better understood by the consumer as the creation of "desire within arm's reach". .
             Television advertising accounts for roughly 25% of Coca-Cola's consumer pressure globally. In-store promotions have a greater affect on more sophisticated consumers such as the US, simply because of the way consumers process messages. The Internet is a vast space to communicate in thus providing greater opportunities for Coca-Cola. So how exactly has Coca-Cola dominated the market of beverages? .
             Advertising and marketing such a brand is huge. With strategies such as "direct investments to highest potential areas across markets" it meant in rural parts of China Coca-Cola directed their efforts toward expanding availability of affordable packages, while in cities such as Shanghai and Beijing, they execute more sophisticated image-building promotions, activating points of purchase so that consumers have greater connections with the brand. Customised packaging and graphics have been introduced in certain markets in order to appeal further to youth, for example in New York they launched a trendier and slimmer can. Non-direct attempts at advertising are also successful such as advertising through other programs, for example the beverage itself or merchandising is used in TV programs such as the 2002 MTV Music Awards and 2002 American Idol (Coca-Cola branded sofa) attracting a total of 107 million viewers.


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