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Mendor81

To keep the "being popular" status??

Hmm i wonder why its doing that......ARGHS NO STOP, ROLLBACK ROLLBACK...F*** That's how i learned to "Always Backup"!!

Lost User

Someone like Coca Cola has a single direct competitor, and the two have been in a constant struggle for the right to poison everyone for many, many years. They also have other competition from anyone else who makes a drink, cola based or not. And in recent years they have also come under attack from health warnings so they need to keep their brand at the forefront of people's thinking.

Every man can tell how many goats or sheep he possesses, but not how many friends. Shed Petition[^]

Pete OHanlon

Just because you're popular today, it doesn't stand to reason that you are going to be popular tomorrow. I wish Chris Duncan was here to answer this one because this question really plays to his strengths. Anyway, popularity is ephemeral. Just because your brand has traction with a particular segment of the market, it is important to understand that the market itself is a constantly moving target. Older people who have brand loyalty become less relevant, perhaps their disposable income drops, or a new demographic audience moves in, such as through mass immigration or just by virtue of being a younger audience. Without spending to keep your brand in the public eye, it becomes very easy for people to consider that your brand has died. After all, there are always other companies willing to spend money gaining traction in what you consider to be your market space.

*pre-emptive celebratory nipple tassle jiggle* - Sean Ewington

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Lost User

The same reason they keep advertising MacDonald's, Toyota, Apple iPhones etc. When they plan to stop selling they will stop advertising.

Peter Wasser Art is making something out of nothing and selling it. Frank Zappa

Ravi Sant

If Coca Cola gets less on marketing, Pepsi and probably local players will get their hands and exposure in market, which would still be too negligible for coke company. They just want to be on top of soft-drink charts and favorite among investors.

// ♫ 99 little bugs in the code, // 99 bugs in the code // We fix a bug, compile it again // 101 little bugs in the code ♫

Tell your manager, while you code: "good, cheap or fast: pick two. "

OriginalGriff

To add to what the others said - if they didn't you'd wonder why not. I used to work for a company which always took a stand at a particular trade show, and put a lot of time, effort and money into it every year. But it never, ever resulted in a order. So why do it? Simple: if they didn't, the existing customers would wonder why not. And our competitors would have been more than happy to feed them some ideas in to hope of taking the business!

Ideological Purity is no substitute for being able to stick your thumb down a pipe to stop the water

Mark_Wallace

Because the money paid to marketing cretins is tax-deductible.

I wanna be a eunuchs developer! Pass me a bread knife!

jesarg

Coca-Cola sells branded sugar water; anyone can make a drink that tastes 95% identical to Coca-Cola's drinks, including you in your own home with no special equipment. Their brand is worth a lot more than their soft drinks are, and the brand disappears if they stop advertising. It's almost as if their advertising IS their product (rather than their soft drinks).

Hiren solanki

That cares of people having short term memory too.

Regards, Hiren. -"I don't know, I don't care, and it doesn't make any difference".

wizardzz

It is to remind you how great a Coke would be right now. Yeah, you know it exists, yes you know what it tastes like. But a little reminder than you want one, works.

AspDotNetDev

How do you think they got to be so well-known?

Thou mewling ill-breeding pignut!

walterhevedeich

I figure you're a Pepsi guy. X|

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AspDotNetDev

I'm a Pibb / Dr Pepper / Cherry Anything guy. :)

Thou mewling ill-breeding pignut!