Continuous advertising: Burberry
The fashion industry
always operates on trend and market forecasts. When the outfits of the Winter
2018 collection are delivered to the shop floor, on the runway, the Spring
Summer 2019 collection is shown to fashion critics, fans, and buyers. Whether
it be a video or print advertisement, Burberry constantly updates its audience.
Every week, an update announcing either new product arrivals or a new visual is
beamed into user’s social media feeds.
Advertising
in bursts: Pepsi
On the other hand,
Pepsi does not run their campaigns at regular intervals as Burberry does. Pepsi’s
advertisements are launched every quarter or semester. The main difference is
basically the nature of their products. Consumption of Pepsi (a soft drink) knows
no seasonal trends. Although summer consumption might be higher due to the
weather, people do still consume soft drinks in winter. There is little trend forecast
to speak of either. For brand building, Pepsi might update their packaging once
every few years. Special can designs are seen as dedicated marketing campaigns
each year to boost seasonal sales.
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