Интегрирани маркетингови комуникации на Coca-Cola
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Интегрирани маркетингови комуникации на Coca-Cola

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Дипломна работа на тема: "Щастие по време на криза. Интегрирани маркетингови комуникации на Coca-Cola" Разглежда ...

Дипломна работа на тема: "Щастие по време на криза. Интегрирани маркетингови комуникации на Coca-Cola" Разглежда семиотичните знаци, изразяващи щастието, както и прилагането им в различни маркетингови активности от кампанията "Open Happiness".

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Интегрирани маркетингови комуникации на Coca-Cola Интегрирани маркетингови комуникации на Coca-Cola Document Transcript

  • “ ” „ ” . Coca-Cola - „ ” : : . :. 80550 , 2010
  • . Coca-Cola :I. …………………………………………………………….…………………………….1II. ……………4 . ………………………………………………………4 .i …………………………………………………………6 , . ………6 ……………………………………………………………..9 …………………………………………………………………………………………12 ………………………………………………………………………..14 …………………………………………………………………………………16III. ……………………17 : ………………………………………..17 …………………….20 , ………………………………….23 …………………………………………25 …………………………………………………………………………………31IV. Coca-Cola. ………………………………………………..….32 Coca-Cola……………………………………………………………………………………..32 ………………………………………………………………………………….34 - : , ……38 - Coca-Cola……………………………………………………………………..40 ……………………………………..41 Coca-Cola……………………………43 Coca-Cola. …………………………………………………………………………………………….……53 ……………………………………………………………………………………….……….62 ………………………………………………………………………………..64V. Coca-Cola……………………………….66 Coca-Cola……………………………………………………………………66 Coca-Cola…………………68 ………………………………………………………………………………73 „ . ” , „ ” , . . 80550
  • . Coca-Cola Coca-Cola : ………………………………………………………………………………………………79 ……………………………………………………………………………………………….86 .……………………………………………………………………………….87 . iiVI. ..………………………………………………………………………..88 ……….…………………………………………………………..91 : ( ) ( ). , , - . 1. Coca-Cola: http://www.thecoca colacompany.com/heritage/pdf/cokelore/Heritage_CokeLore_trademarkchronology.pdf 2. , : http://www.thecoca colacompany.com/ourcompany/mission_vision_values.html 3. , case studies: a. Coke Creatures - Yeah Yeah Yeah La La La: http://www.youtube.com/watch?v=3sFuHzJyp0E b. Open Happiness 3: http://www.youtube.com/watch?v=9dUUbLYtUCo c. The Open Happiness Song: http://www.youtube.com/watch?v=Cxfkg3RaRjs d. Encounter: http://www.youtube.com/watch?v=IdPf5YJTgWo e. History of Celebration: http://www.youtube.com/watch?v= M3Q54rPjQw f. Waving Flag – Official World Cup Song: http://www.youtube.com/watch?v=CxWX1yGcsHQ g. Snowball: http://www.youtube.com/watch?v=wlNMtgweJf0 h. Avatar: http://www.youtube.com/watch?v=1XJcGiTM39s i. Library: http://www.youtube.com/watch?v=m4ZZ_ka1870 j. Dubai Guinnes Record: http://www.youtube.com/watch?v=2mOrordNmeE k. Happiness Machine: http://www.youtube.com/watch?v=lqT_dPApj9U l. Open Happiness Launch, Australia: http://vimeo.com/9439783 m. Spot in the Coca-Cola Label: http://www.youtube.com/watch?v=UkiYt6Ofl_4 „ . ” , „ ” , . . 80550
  • . Coca-Cola I. .1 . , . , , , . , , , - . , , : , , , , . , . . ( - ) - . , . - . , - , . ( )„ . ” , „ ” , . . 80550
  • . Coca-Cola . , - . , .2 , . Coca-Cola , . , . TheCoca-Cola Company . – Coca-Cola. „ ” (“OpenHappiness”) , . , - : , , , . Coca-Cola . , . , – . „ . ” , „ ” , . . 80550
  • . Coca-Cola . , , . .3„ . ” , „ ” , . . 80550
  • . Coca-Cola II. , , .4- , : , , , . . , , , , 1. . – , . , , ( ) . , . - : o : , , ,„ . ” , „ ” , . . 80550
  • . Coca-Cola . , - , . .5 , . , , , . , , . - . . o , : . , . . , .„ . ” , „ ” , . . 80550
  • . Coca-Cola - , . , .6 , 2. - , . , . , . , . , . . . , . 3 ( 4- - : Product, Price, Place, Promotion): o – ,„ . ” , „ ” , . . 80550
  • . Coca-Cola o – .7 o – o – , , . o – , . o . - . , , . , , , , .„ . ” , „ ” , . . 80550
  • . Coca-Cola : .8 ( ) – ( ) . , –. . , . , . , . - , Coca-Cola . . , - . , . , . , „ . ” , „ ” , . . 80550
  • . Coca-Cola , . , . - , , .9- 4. - , . , - . ., . , , . - , . , – . . , , , 5. , , . . , .„ . ” , „ ” , . . 80550
  • . Coca-Cola , „ , , , .”6 . 10 : o , – - , . o - . , . , 3 10 . 6 : „ – – – – – ” 7. o , – - . – .„ . ” , „ ” , . . 80550
  • . Coca-Cola o , . . 11 . , , - . o . , , . . o , . . , - , 8. , . , , , . ROI(return-on-investment ) , , . „ . ” , „ ” , . . 80550
  • . Coca-Cola - , , - . . 12 9. , . . . , . 10, - : o . . „ ” . o – , . , , , , .„ . ” , „ ” , . . 80550
  • . Coca-Cola o , , . . 13 o – - ( . . „ ”). - , . o , - , - – . - ( ). o word-of-mouth , - , . o , . , . , - , , . . , . (Brand Identity)„ . ” , „ ” , . . 80550
  • . Coca-Cola ( , , ), (Brand Image ) . 14 . . , , , , . , 11 (brand equity) , . ( . . ) ( , ). , : o - – , ; o – ; o – ; o – , , , .„ . ” , „ ” , . . 80550
  • . Coca-Cola - . - , . 15 .„ . ” , „ ” , . . 80550
  • . Coca-Cola :1 Kotler, Philip et al. Principles of Marketing, 4th European Edition. Prentice Hall, 2005, p. 726 7272 , . PR. . ., , 2003, . 137 . 163 th Kotler, Philip et al. Principles of Marketing, 4 European Edition. Prentice Hall, 2005, p. 7544 , . . ., , 2008, . 1155 McQuail and Windhal, , . . . ., , 2006, . 4066 , . PR. . ., , 2003, . 1427 Kotler, Philip et al. Principles of Marketing, 4th European Edition. Prentice Hall, 2005, p. 7308 , . . . ., , 2006, . 249 Tellis, Dr. Gerrard J. and Prof. Tim Ambler. The SAGE Handbook of Advertising. Sage Publications, 2007,Section V: Planning, Ch.1: Advertising Creativity, p. 410 , . PR. . ., , 2003, . 146, Stephen O’Regan,Senior Lecturer at the University of Roehampton Brand Equity11 Tellis, Dr. Gerrard J. and Prof. Tim Ambler. The SAGE Handbook of Advertising. Sage Publications, 2007,Section I: Overview, Ch. 4: Advertising and Brand Equity, p. 3 „ . ” , „ ” , . . 80550
  • . Coca-Cola III. , - - . 17 . . , . . : , , . , . , 1: „ , . , , , , . , .” „ ” , - (web 2.0): , - ,RSS- , ( , ), ( - ), - , , . „ . ” , „ ” , . . 80550
  • . Coca-Cola , . , , . 18 . : o , . , . , . o . . , . o , . , . ( , . ) , . , .„ . ” , „ ” , . . 80550
  • . Coca-Cola o , . , , . 19 . . . , , , . . , , . o . , . - . o . . . - , . ,„ . ” , „ ” , . . 80550
  • . Coca-Cola , . ( . Google, Wikipedia, Amazon), . 20 , . , . , , . , , , .50- . , . - , . - , . - – , . : „ . ” , „ ” , . . 80550
  • . Coca-Cola o , , , . - , . 21 . , - , . , - . „ ” , . o - . – . . ( . . ). , - . , . - . , - ( - ) - . o . . „ ” 2: - – - Facebook,„ . ” , „ ” , . . 80550
  • . Coca-Cola LinkedIn Flickr, - YouTube, , Svejo, StumbleUpon, Digg . 22 . , . , , . , – . . , . . . ,- , , . , , , . . ,„ . ” , „ ” , . . 80550
  • . Coca-Cola - ( ) . . 23 . „ ” ( . audire –„ ”) , , . , , , . , - . . - : 130 Facebook3 300 Twitter4, . - . – , „ . ” , „ ” , . . 80550
  • . Coca-Cola , , , . “Join the Conversation!”5 - . 24 . - . - . , , . , - . - . . . , . ( )- . , , , . . .„ . ” , „ ” , . . 80550
  • . Coca-Cola , . - -– , . 25 , . . , . . , , . , : o : - . - . , - . , - , . „ . ” , „ ” , . . 80550
  • . Coca-Cola o „ ”: 6 : , , „ - ” . . 26 , PR- ( . . ), , ( , - ). „ ” , , . - : , - (newsletter) , , YouTube . , , , . „ ” (gatekeepers, : , ). o : 2.0 , , , , . , .„ . ” , „ ” , . . 80550
  • . Coca-Cola o (brand mentions): „ ” . . 27 , Google Alerts, Radian6, SocialMention, TweetReach, bit.ly Info . - . , - . o : - , - . , , , . o : , . - , . , - , - . , - , , .„ . ” , „ ” , . . 80550
  • . Coca-Cola o : , . . , - . 28 , . . : (91% 7) , , . o : , , . - - . „ ” 1 ., . ., . „ ”- , ( „ ”, . . , ), . . o : - , . , . - , . . - 8. -„ . ” , „ ” , . . 80550
  • . Coca-Cola , – , ( , . .), . 29 . - . o : - – . „ ” (“trust agent”, ) : „ ”, , „ - - ” 9. . , : 91% 25 64 , , 77% , 10. o : – . , , . , . „„ . ” , „ ” , . . 80550
  • . Coca-Cola ” . : . 30 , . , . - , .„ . ” , „ ” , . . 80550
  • . Coca-Cola :1 Flew, Terry. New Media. An introduction. 3rd Edition. OUP Australia and New Zealand. 2007, p. 422 Huberman, Bernardo. Social Attention in the Age of the Web Working Together or Apart: Promoting the . 31Next Generation of Digital Scholarship. Council on Library and Information Resources, Washington, 2009, p. 673 Facebook 22 2010 .: http://www.facebook.com/press/info.php?statistics4 HubSpot, State of the Twittersphere, January2010: http://www.hubspot.com/Portals/53/docs/01.10.sot.report.pdf5 Joseph Jaffe Join the Conversation: How to Engage Marketing Weary Consumerswith the Power of Community, Dialogue, and Partnership6 Jaffe, Joseph. Jaffe TV #98: The Future of Media. http://www.jaffejuice.com/2010/05/jjtv 98 the future ofmedia explained by the first real social media guru.html7 Edelman Trust Barometer 2009:http://www.edelman.com/trust/2009/docs/Trust_Barometer_Executive_Summary_FINAL.pdf8 , . . Princeps, ., 19989 Brogan, Chris and Smith, Julien. Trust Agents. John Wiley & Sons, 2009, p. 1410 Why Trust Matters, Edelman Trust Barometer 2009:http://www.edelman.com/trust/2009/docs/Trust_Barometer_Executive_Summary_FINAL.pdf „ . ” , „ ” , . . 80550
  • . Coca-Cola IV. Coca-Cola. . 32 Coca-Cola. , - , . , Coca-Cola , . Coca-Cola: “Open Happiness” („ ”). – , – . Coca-Cola 1886 , Coca-Cola 120- ,„ ”. - 100 . Coca-Cola . „ . ” , „ ” , . . 80550
  • . Coca-Cola Coca-Cola9 , , . 1,4Coca-Cola, . 33206 1. , . „ ”– , . – Coca-Cola ( : 1887 2007 . . 1). . Coca-Cola . . Interbrand, .brand equity, Interbrand, . , , 2.Coca-Cola Interbrand 2009 , $68 734 000. „ . ” , „ ” , . . 80550
  • . Coca-Cola 3% 3. 20- Coca-Cola . . . 34 Coca-Cola Interbrand„ .” , . 2004-2008 ( . 1% . 1,5-2% ). 2009-2013 4. , - : 2008 2 - 20035. „ . ” , „ ” , . . 80550
  • . Coca-Cola . 35 ( , ) ,2009 (3,6%). – 200720064,4% .The Coca-Cola Company ( 41,8% ), - (22,6% ), ( 16,1%). , . Pepsi, , „ . ” , „ ” , . . 80550
  • . Coca-Cola - (20,1% ), Coca-Cola Interbrand – 23 . 36 - $13 706 000 ( . 1/5 Coca-Cola). „ ” . Coca-Cola , ( . ).- . - . . , , , 6. Coca Cola / 7„ . ” , „ ” , . . 80550
  • . Coca-ColaSWOT- , . . . 37 . . x x , x x x x ( ) x x ready to drink x . x Cola x x x x x x , Coca-Cola , . „ . ” , „ ” , . . 80550
  • . Coca-Cola . , , . 38 . Coca-Cola“Open Happiness”. - : , Coca-Cola The Coca-Cola Company, - . : , , ( , . . 2) , .Coca-Cola „ ”, . , . „ ”. Coca-Cola„ : ”,„ : ”. „ . ” , „ ” , . . 80550
  • . Coca-Cola „ ”„ , , .” , . 39 , Coca-Cola, “Open Happiness”, 2009 . . - , , : 1. : o ; o „ ” (Carpe Diem); o „ ” . o , . 2. : o ; o , - ; o . „ . ” , „ ” , . . 80550
  • . Coca-Cola , . . 40 - Coca-Cola 2009 The Coca-Cola Company 2020(2020 Vision). Coca-Cola. : " , ," , CEO ." , . , ."8„ , ” – . . , , . , . Coca-Cola , „ ” – , . ,- „ „ . ” , „ ” , . . 80550
  • . Coca-Cola The Coca-Cola Company - . .”9 Coca-Cola . 41 , - :„ , , “Open Happiness” . , .”10Coca-Cola , . - , , , , – . , Coca-Cola . .11 Coca-Cola, , , . , - , Coca-Cola . „ . ” , „ ” , . . 80550
  • . Coca-Cola - „ ” „ – ”. - , . 42 ( , , .) , - - . , . (commodity). , – Coca-Cola ,„a Coke and a smile” („Coca-Cola ”). . . . „ ”(“transformational advertising”), , 12. , . , . Coca-Cola (Dimentional theory,Russell and Mehrabian, 1977), „ - ”, „ - ” „ - ” („pleasure–displeasure, arousal–calm, and „ . ” , „ ” , . . 80550
  • . Coca-Coladominance–submissiveness” PAD- ). , . Coca- . 43Cola„ ”, , , - , – , . Coca-Cola - , Coca-Cola . , . , - , , . „ ” – . . ( ), ( . , „ . ” , „ ” , . . 80550
  • . Coca-Cola ). - . ( : . 44 [h don ] " ")Coca-Cola. - ( ), . , , . ,Coca-Cola , . – . . “core values”. – . . ( : 13) , . , ( . HappinessFactory 3 History of Celebration ). , . „ ” „ ” . „ . ” , „ ” , . . 80550
  • . Coca-Cola Coca-Cola . . Coca-Cola , – . 45 . . . 14. Coca-Cola( . . , ) „ ” ( ). Coca-Cola. “HappinessFactory” ( . ). Coca-Cola . ( ) , „ ”. „ ” – . , . , . „ ” , . Coca-Cola , . , : „ . ” , „ ” , . . 80550
  • . Coca-Cola o . Coca-Cola , , . o : . 46 „ ”. o : ( . - - „Coke Creatures - Yeah Yeah Yeah La La La”, . ). o : Coca-Cola . “Happiness Factory” , – „The Happiness Song”, ( . ). . , , . o , - : Coca-Cola, . Coca-Cola , .„ . ” , „ ” , . . 80550
  • . Coca-Cola2009, „Open Happiness” , „ , .” , . 47 The Coca-Cola Company. - – .„ , Coke , .”, 15. , , “Encounter” ( . ) - . , , 102 . , , . „… most people will say what a bad momentyou’ve chosen to come into the world. We’re in crisis, that’s not a good thing…” – . . . , Coca-Cola„ ”. . , , – , . Coca-Cola - 2010 .– . - Coca-Cola „ . ” , „ ” , . . 80550
  • . Coca-Cola , , . . . 48 . „History of Celebration”, . - , – . . YouTube „ ”. . YouTube Coca-Cola , ,„ . ” , „ ” , . . 80550
  • . Coca-Cola . 49 , – - . „ ” – „Open happiness” ( . ). ,2010 . – , - “Snowball” , ( . ). „ . ” , „ ” , . . 80550
  • . Coca-Cola NBC , , „ ” 16. , Coca-Cola . 50 . - . . Coca-Cola. . , , . , , , - , . , Coca-Cola . . „ ” . , - , – . , , . - . - ,„ . ” , „ ” , . . 80550
  • . Coca-Cola – . . , Coca-Cola , . 51 . , , „ ” . , ,„Avatar” ( . ). , : Coca-Cola , . „Stranger in the Crowd” – , . - , . . -„Library” ( . ). , . , . , Coca-Cola .„ ” . „ . ” , „ ” , . . 80550
  • . Coca-Cola , . 52 .„Open Happiness” , , , Coca-Cola . -( . ). „ ”, . , . - . , . , . 760 500, . point-of-sale . “Happiness Machine” „ . ” , „ ” , . . 80550
  • . Coca-Cola , , .Coca-Cola, ( . ). . 53 , - . , , , –Coca-Cola , . . , . , CLIO17 – - . Coca-Cola. , Coca-Cola, . . The Coca-Cola Company. . . , . , 18. – The Coca-Cola „ . ” , „ ” , . . 80550
  • . Coca-ColaCompany , . . 54 . , , . Coca-Cola , . - „Have fun, but be smart”(„ , ”) , , , . Coca-Cola , . Facebook , - Coca-Cola. 5,7 (31 ). , . - , , . , – „ . ” , „ ” , . . 80550
  • . Coca-Cola . . 55 „ Coca-Cola”, „ - Coca-Cola” ( 5800 )Coca-Cola, (120 ). , Facebook FBML(HTML, ). YouTube- , Twitter MySpace . Coca-Cola , , . Coca-Cola . , . Coca-Cola - , , . , , : 73 000 (like ), 3 100 „ . ” , „ ” , . . 80550
  • . Coca-Cola 80 - 19.Coca-Cola Facebook-( The Big Money20 , , - . 56 ). Facebook, ,World of Coca-Cola, , TheCoca-Cola Archives, . - , - . . , ,Coca-Cola. Twitter . , 28 000( 31 ), , . , - , . , . , . : o ; o ; o ; „ . ” , „ ” , . . 80550
  • . Coca-Cola o . . 57 Twitter „ ” . , ^ , , . , . . , , , MySpace, Bebo, YouTube,Flickr. –Burson-Marsteller 20% Fortune 100 : Facebook,Twitter, YouTube . Coca-Cola 1 489 Twitter 40 884 Facebook21. . 22. „ . ” , „ ” , . . 80550
  • . Coca-Cola . 58 . YouTube , „History of Celebration” Coca-Cola , . “OpenHappiness” . ,outdoor , YouTube Facebook - , „ . ” , „ ” , . . 80550
  • . Coca-Cola ( . case-study ). . 59 Word-of-Mouth . . Coca-Cola . , , . Coca-Cola augmented reality , 2 . 400 000 , , - . . , . Word-of-Mouth , augmentedreality , ( case-study . ). - Coca-Cola, , 206. 206 , , . „ . ” , „ ” , . . 80550
  • . Coca-Cola . „ ” . , , , . 60 . , , -Twitter, . , 2009 . , . 21 , , . 24 , . . 6 , 16 : Tony Martin, 29, , ; Kelly Ferris, 23, ; Antonio Santiago, 24, . . „ . ” , „ ” , . . 80550
  • . Coca-Cola . 61 206 , - 1 2010. , . , www.Expedition206.com. : o Twitter: http://twitter.com/x206 o Facebook- Coca-Cola: http://facebook.com/cocacola o TypePad : http://expedition206.typepad.com o YouTube : http://youtube.com/expedition206 o Flickr : http://flickr.com/e206 – . , – „ ” . . , - „ . ” , „ ” , . . 80550
  • . Coca-Cola The Coca-Cola Company: „ 206 , , .23” . 62 , , „Open Happiness”. ." – - , , , - , – , .”, , The Coca-ColaCompany24.Coca-Cola , , - . 120- - . .“Open Happiness” . , - . , , , „ . ” , „ ” , . . 80550
  • . Coca-Cola . , , 25. . 63„ . ” , „ ” , . . 80550
  • . Coca-Cola :1 The Chronicle of Coca Cola: http://www.thecocacolacompany.com/heritage/chronicle_birth_refreshing_idea.html2 . 64 Interbrand, http://www.interbrand.com/3 Best Global Brands 2009, http://www.interbrand.com/images/studies/ 1_BGB2009_Magazine_Final.pdf4 Datamonitor, http://www.datamonitor.com/5 : Zenith International6 , . . . ., , 2006, . 2062077 Kotler, Philip et al. Principles of Marketing, 4th European Edition. Prentice Hall, 2005, p. 668 Coca Cola Lays Out Its Vision for the Future at 2010 Meeting Advertising Age – News,http://adage.com/article?article_id=1406649 Ad Council Remarks, Muhtar Kent: http://www.thecocacolacompany.com/presscenter/viewpoints_kent_ad_council.html10 Remarks at the Investor and Analyst Event, Muhtar Kent: http://www.thecocacolacompany.com/presscenter/viewpoints_kent_ir_event.html11 Coca Cola Lays Out Its Vision for the Future at 2010 Meeting Advertising Age – News,http://adage.com/article?article_id=14066412 Stewart D.W. J. Morris A. Grover (2007) “Emotions in Advertising,” in The SAGE Handbook of Advertising ,eds. Dr. Gerard J. Tellis and Prof. Tim Ambler, London Sage Publications. 200713 , . . . ., , 2006, . 20414 , . . ., , 2007, .3815 Open Happiness Press Release, 21st January 2009: http://www.thecocacolacompany.com/presscenter/presskit_open_happiness_press_release.html16 Vancouver 2010 Olympic Games Press Release, 25th January 2010: http://www.thecocacolacompany.com/presscenter/nr_20100125_vancouver_olympics.html17 Happiness Machine Wins CLIO Award Press Release, 28th May 2010: http://www.thecocacolacompany.com/presscenter/nr_20100527_happiness_machine_clio.html18 The Coca Cola Company’ s Online Social Media Principles: http://www.thecocacolacompany.com/socialmedia/TCCC_online_social_media_principles.pdf19 . 2009 ., iStrategy:http://www.slideshare.net/iStrategy/coca colas social media strategy20 The Big Money Facebook 50: http://www.thebigmoney.com/slideshow/big money facebook 50 1 „ . ” , „ ” , . . 80550
  • . Coca-Cola21 Burson Marsteller. Global Social Media Checkup: http://www.slideshare.net/BMGlobalNews/global socialmedia checkup22 Cokes fans first approach in social communities, iStrategy 2009: http://www.slideshare.net/iStrategy/cocacolas social media strategy . 6523 th Expedition 206 Press Release #2, 16 November 2009: http://www.thecocacolacompany.com/presscenter/presskit_expedition_206_press_release2.html24 Expedition 206 Press Release, 21st October 2009: http://www.thecocacolacompany.com/presscenter/presskit_expedition_206_press_release1.html25 , . . ., , 2008, . 162 „ . ” , „ ” , . . 80550
  • . Coca-Cola VI. - . 88 , - . , , , , . , . . - - . . , „ ” , , . . , - , - . - ( ) - - .„ . ” , „ ” , . . 80550
  • . Coca-Cola Coca-Cola. - , Coca-Cola . 89 . , Coca-Cola . , . , - , . , . Coca-Cola – , . . - , , - , .„ . ” , „ ” , . . 80550
  • . Coca-Cola , , - - . Coca-Cola . 90 . ( ) .„ . ” , „ ” , . . 80550
  • . Coca-Cola : , . . ., Princeps, 1998 , . . ., , 2007 , . . . ., , 2006 . 91 , . PR. . ., , 2003 , . . ., , 2008Brogan, Chris and Smith, Julien. Trust Agents. John Wiley & Sons, 2009Flew, Terry. New Media. An introduction. 3rd Edition. OUP Australia and New Zealand. 2007Huberman, Bernardo. Social Attention in the Age of the Web Working Together or Apart: Promotingthe Next Generation of Digital Scholarship. Council on Library and Information Resources,Washington, 2009Kotler, Philip et al. Principles of Marketing, 4th European Edition. Prentice Hall, 2005Tellis, Dr. Gerrard J. and Prof. Tim Ambler. The SAGE Handbook of Advertising. Sage Publications,2007AdAge Online Magazine: http://adage.com/Coca Cola Multimedia Press Office:http://openhappiness.digitalnewsagency.com/Edelman PR: http://www.edelman.com/Etimes.bg: http://www.etimes.bg/Facebook: http://www.facebook.com/HubSpot: http://www.hubspot.com/Interbrand: http://www.interbrand.com/Jaffe TV: http://www.jaffejuice.com/Slideshare: http://www.slideshare.net/The Big Money: http://www.thebigmoney.com/The Coca Cola Company: http://www.thecoca colacompany.com/TopBlogLog: http://www.topbloglog.com/twitter/ „ . ” , „ ” , . . 80550