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Coca-Cola slams brakes on ad spend: ‘There is limited effectiveness to brand marketing’ (MC)

The Coca-Cola Company is looking to cushion the Covid-19-led decline of its bars and restaurants business by reducing marketing costs globally, and, in some markets, coming “off-air” entirely in Q2 2020. 

Click here to read the story from thedrum.com.

Discussion Questions:

  1. How do you think the COVID-19 health crisis has impacted sales of Coca-Cola products?
  2. What is a budget?
  3. Why do you think budgeting is important for companies like Coca-Cola?
  4. Why do you think Coca-Cola is cutting their advertising budget?
  5. If you were Coca-Cola, would you reduce your advertising spend right now? Would you divert those advertising dollars to invest in other marketing activities? Explain what your strategy would look like if you were a marketing executive at Coca-Cola during the COVID-19 crisis.
Chris Lindauer
After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.
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Chris Lindauer

After working for nearly a decade in professional sports, Chris Lindauer, formed Sports Career Consulting to provide unique sports business education opportunities in and out of the classroom. In the eighteen years (and counting) that followed, Chris has inspired thousands of students to pursue their passions and explore the career of their dreams. He currently lives in Portland, Oregon with his wife, two teenage daughters and their dog.