Interactive Marketing

Interactive Marketing

Introduction

In order for a company to extract profits from the market, it has to cater the specific needs of the particular segments. The only reason for an organization to exist is the maximization of wealth of the shareholders. The organization will try to penetrate in a market regardless of the number of attempts it has to make. An increase in sales is directly proportional to an increase in promotional activities conducted by the organization. A belief that prevails across the corporate sector is that the organization can expand its customer base by expanding its promotional base. The following report will talk about the promotional activities conducted by PepsiCo over the internet, which have been criticized by a number of organizations that keep an eye on advertising practices of all the companies throughout the world. These reputable organizations include International Advertising Association (IAA), National Association for Advertising Standards (NAAS) and the Asian Federation of Advertising Associations (AFAA).

Discussion

Although, the objections that have been raised by the regional and international advertising association are valid at their end, there are things that need to be clarified before any action is taken against the PepsiCo. One of the most important things to be noted here is that the launching of campaign over the internet was not something unethical that was done by the organization. In this digital age, there are a number of organizations that have launched promotional activities that are aimed at increasing the sales of the products of the company. It is not unethical to drive the sales of the organization on the basis of a campaign that is launched over the internet. The PepsiCo's recent campaign, Change the game, has been widely appreciated by marketing analysts all over the world and it has come with a theme of inducing a change in the system that has been bucking up only one form of sports.

The campaign

Before going into the details of the ethical implications of the particular campaign, it is important to understand the reason behind this launch. The most important purpose for the business is to make profits by informing the customers about the features of a product. PepsiCo is doing what it should do to inform its customers with this campaign. A number of promotional activities can be executed and advertising is one of the most important promotional activities that have been proved beneficial for the organizations in increasing their sales. If the promotional campaign of PepsiCo is to be analyzed in this context, it will come to the analyst's knowledge that the company is using the campaign to promote its products.

There is a social benefit associated with that campaign as it strives to change the game that is being traditionally played in the region. With the benefits that the campaign is going to reap for the society, there are benefits also for the corporation that are associated with that campaign. With the issues that are being raised because of the video marketing that is being done on the ...