The Pepsi Cola Story An Advertising History Internet Web Source Assignment



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The Pepsi Cola Story – An Advertising History


Internet Web Source Assignment

Instructions


  • log on to website: www.pepsi.com

  • look for Pepsi legacy on left sidebar – click

  • screen with The Pepsi Cola Story will come up

  • under the title look for “see how we have been making history for over 100 years”

  • click on red arrow and the will come up – scroll down as your read and take notes from questions provided. Use you study guide notes for advertisement techniques.


Group 1

Title Page for Article

1. Notice the slogan above the article title. What does it say? Which advertisement technique does it represent? Explain.

2. What do you notice about the 8 pictures above and below the title? Are they in any certain order? What kind of story do they tell?
The Summer of 1898

1. What circumstances led to the creation of the drink, Pepsi-Cola?

2. How would you describe the gentlemen in the picture on slide 3? What kind of impression do they give about their lifestyles?

Section 3 Pepsi’s Beginnings

1. What was Caleb Bradham’s strategy to keep people coming to his pharmacy?

2. What were the ingredients in his most popular soft drink creation?

3. What did the customers call the drink?

4. What did Caleb rename his soft drink?

5. To what kind of people did he target his advertisements?

6. When and where was the Pepsi Cola Company launched? What did he have to do to make it official? When?

7. How was the first Pepsi-Cola sold? What did Bradham do to meet the greater opportunity to offer Pepsi–Cola to people everywhere?


The Pepsi Cola Story – An Advertising History

Internet Web Source Assignment

Instructions


  • log on to website: www.pepsi.com

  • look for Pepsi legacy on left sidebar – click

  • screen with The Pepsi Cola Story will come up

  • under the title look for “see how we have been making history for over 100 years”

  • click on red arrow and the will come up – scroll down as your read and take notes from questions provided. Use you study guide notes for advertisement techniques.


Group 2

Sections 4 and 5 Building the Business

1. What slogan did Bradham use to advertise his product? Which advertisement techniques did he use in his slogan? Do you think the slogan was entirely true? Why or why not?

2. Describe the growth of the Pepsi-cola Company from its beginning in 1903 to the growth by the end of 1910.

3. On Slide 4, what were the advertising lines used by Loft Stores to advertise Pepsi- Cola? What advertising techniques were being used? Do you think they were fact or opinion? Why?

4. How did Pepsi-Cola use testimonial and transfer techniques in their advertising?

5. How was Pepsi described in newspaper ads? Who did these ads appeal to?

6. What slogan did Bradham use to promote Pepsi? Which types of advertising techniques were used in this slogan?

7. What happened to the Pepsi-Cola Company at the outbreak of World War I? What efforts were made to save the company?

8. Why did Loft Candy Company decide to try to save the Pepsi-Cola Company?

The Pepsi Cola Story – An Advertising History

Internet Web Source Assignment

Instructions


  • log on to website: www.pepsi.com

  • look for Pepsi legacy on left sidebar – click

  • screen with The Pepsi Cola Story will come up

  • under the title look for “see how we have been making history for over 100 years”

  • click on red arrow and the will come up – scroll down as your read and take notes from questions provided. Use you study guide notes for advertisement techniques.


Group 3

Section 6 and 7 – Pepsi-Cola Hits the Spot

1. During the Great Depression, what advertising and marketing strategy did Pepsi use? 2. Describe the comic strip introduced to promote the new strategy? What advertising strategy was used in the comic strip?

3. What was Pepsi’s new slogan at this time? What was the effect of this action?
4. Describe Pepsi advertising during World War II? Who was the company trying to appeal to?

5. What were the slogans promoting Pepsi’s lower cost? What advertising technique was used in these?

6. How did Pepsi show its patriotic feelings?

Section 8 and 9 Pepsi Expands Around the World

1. Besides expansion, what other changes did Pepsi make after World War II?

2. What retail phenomenon forced Pepsi to make changes?

3. What advertising slogan replaced the “Nickel, Nickel” slogan? What advertising strategy did this new slogan use?

4. How did Pepsi’s president’s wife affect the company advertising strategy? What new logo was adopted and what was the new focus change from price?

5. What does the slogan “More Bounce to the Ounce” make people thing about drinking Pepsi? Is this a true suggestion?

6. How did Pepsi’s new slogans reflect the new weight conscious Americans? What slogans were used? How does this new strategy utilize the technique of Basic Need?

7. In 1958 what two changes were made to the Pepsi look and advertising appeal?

8. What group of people were the target of the new theme “Sociable”? What was the new slogan and what advertising techniques did it utilize?


The Pepsi Cola Story – An Advertising History

Internet Web Source Assignment

Instructions


  • log on to website: www.pepsi.com

  • look for Pepsi legacy on left sidebar – click

  • screen with The Pepsi Cola Story will come up

  • under the title look for “see how we have been making history for over 100 years”

  • click on red arrow and the will come up – scroll down as your read and take notes from questions provided. Use you study guide notes for advertisement techniques.


Group 4

Section 10 and 11 The Pepsi Generation

1. What does the slogan “You’ve Got a Lot to Live, Pepsi’s got a lot to give” imply to consumers? What advertising strategies are used here?

2. What significance did the 1960’s advertising slogan “Come Alive! You’re the Pepsi Generation!” have on American advertising?

3. What other slogans were used in relation to the Pepsi Generation theme? What was Pepsi’s purpose for this advertising campaign?

4. For 65 years, Pepsi sold only one product. What change came about in 1964?

5. What type of consumer did this new change target?

6. What new beverage became popular in 1964? What was the slogan for this drink?

7. What important changes in the Pepsi company occurred in 1965? Why was each of these changes important?


Section 12 and 13 The Pepsi Challenge

1. What kind of commercial war began in the 1970’s? How could this “war” benefit both parties involved?

2. What type of advertising strategy is used in the picture of the little boy and dogs? Why would this be effective?

3. What changes did Pepsi make in the 1970’s? Did these have a positive or negative effect on the company? Explain.

4. What was the result of consumer taste test between Pepsi and Coke?

5. What were the results of the Pepsi Challenge?

6. Based on the picture of the young man drinking the Mt. Dew, what kind of audience did the Mt. Dew product appeal to? What advertising strategy was used? What was Mt. Dew’s new slogan?


The Pepsi Cola Story – An Advertising History

Internet Web Source Assignment

Instructions


  • log on to website: www.pepsi.com

  • look for Pepsi legacy on left sidebar – click

  • screen with The Pepsi Cola Story will come up

  • under the title look for “see how we have been making history for over 100 years”

  • click on red arrow and the will come up – scroll down as your read and take notes from questions provided. Use you study guide notes for advertisement techniques.


Group 5

Section 14 and 15 Pepsi Hits the Charts

1. What new advertising history was made in 1984?

2. What new “generation” theme was launched and what was the result?

3. Who was the star of the “New Generation” advertising campaign? What was the impact of this merger?

4. What effect did Pepsi’s success have on the Coca-Cola Company? What did Coke try to do to compete? Was it a success or failure? What advertising strategy did Coke use in its new campaign?

5. Who was the winner of the “cola wars”?

6. Throughout the 1980’s what famous people endorsed Pepsi and participated in its advertisements?

7. What other events took place that affected the popularity of Pepsi?

8. In expanding the marketing of Pepsi allover the world, what advertising technique was used? What does the picture of the cartoon of Pepsi bottles signify?

Section 16 and 17 Broadening Appeal

1. How did Pepsi’s operations change in the 1990’s?

2. What changes were made to the Pepsi advertising campaign during this time?

3. What three famous people contributed to the Pepsi advertising campaign? What slogans did each make famous?

4. What changes were made to the Pepsi products during this time?

5. What new products were added to the Pepsi Company? What effect would this have on consumers? How would this move expand profit and success?

6. Where was Pepsi’s Centennial (100 year) celebration held? Who were some of the famous people attending? What did they have in common?

7. What did Pepsi do to pioneer the concept of “fresh dating”? What effect has this had on other products?

8. What new theme was introduced in 1997?

9. What new look did Pepsi take on in celebration of the Centennial? Describe the new logo.

10. What was the new logo called and where could it be found?



The Pepsi Cola Story – An Advertising History

Internet Web Source Assignment

Instructions


  • log on to website: www.pepsi.com

  • look for Pepsi legacy on left sidebar – click

  • screen with The Pepsi Cola Story will come up

  • under the title look for “see how we have been making history for over 100 years”

  • click on red arrow and the will come up – scroll down as your read and take notes from questions provided. Use you study guide notes for advertisement techniques.


Group 6

Section 18 and 19 The New Millennium

1. Entering the New Millennium, what new products did Pepsi introduce? What is the relationship between these new products and a new century?

2. Name as many of the new “Pepsi” products as possible shown in the two collages of beverages in Sections 18 and 19.

3. What was consumer reaction to all of Pepsi’s new products?

4. Who was “the Pepsi girl”? What other famous people took part in her commercials?

What was the slogan used for her commercials?

5. What famous people took part in “The Joy of Pepsi” slogan commercials?

6. What advertising techniques did all of these new commercials use?


Section 20 and 21 Pepsi Enters the Digital Age

1. Describe the actions of the “Dew Dudes”.

2. How did alliances with other companies affect Pepsi’s popularity?

3. What resulted from a marketing relationship with Yahoo?

4. In what ways did Pepsi partner with new technology? What consumer groups would this attract?

5. What is Pepsi’s relationship with sports? How might this affect their popularity? What consumer groups might this appeal to?

6. In what was is Pepsi continuing to be the “Cola War” winner in our 21st Century?

7. Describe the Pepsi packaging types in the picture.


The Pepsi Cola Story – An Advertising History

Internet Web Source Assignment

Instructions


  • log on to website: www.pepsi.com

  • look for Pepsi legacy on left sidebar – click

  • screen with The Pepsi Cola Story will come up

  • under the title look for “see how we have been making history for over 100 years”

  • click on red arrow and the will come up – scroll down as your read and take notes from questions provided. Use you study guide notes for advertisement techniques.


Group 7

Section 22 and 23 PepsiCo

1. Describe public opinion of the Pepsi Company from its beginnings over a century ago to today.

2. How did PepsiCo get its start in 1965?

3. Describe the company’s “Grand Slam” merger? What affect has this had on the American consumer?

4. Describe the PepsiCo Company today.

5. What is PepsiCo’s plan for the future?

6. What is the relationship between all the products in the picture? What message does this send to the American consumer?

7. What were the contributions of each of the Pepsi Company leaders in the pictures. Tell their names and the contributions they made to the company.

8. PepsiCo today:

How many countries does it serve?

How many different beverages and snacks does it offer?

Who do these products appeal to?


What consumer needs do these products serve?




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