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【正文】 using advertising for a general audience either ignored African Americans or used ethnic stereotypes in portraying blacks. He realized African Americans were an untapped niche market and that Pepsi stood to gain market share by targeting its advertising directly towards them.[8] To this end, he hired Hennan Smith, an advertising executive from the Negro newspaper field[9] to lead an allblack sales team, which had to be cut due to the onset of World War II. In 1947, Mack resumed his efforts, hiring Edward F. Boyd to lead a twelveman team. They came up with advertising portraying black Americans in a positive light, such as one with a smiling mother holding a six pack of Pepsi while her son (a young Ron Brown, who grew up to be Secretary of Commerce)[10] reaches up for one. Another ad campaign, titled Leaders in Their Fields, profiled twenty prominent African Americans such as Nobel Peace Prize winner Ralph Bunche and photographer Gordon Parks.Boyd also led a sales team posed entirely of blacks around the country to promote Pepsi. Racial segregation and Jim Crow laws were still in place throughout much of the .。 Boyd39。s team faced a great deal of discrimination as a result,[9] from insults by Pepsi coworkers to threats by the Ku Klux Klan.[10] On the other hand, they were able to use racism as a selling point, attacking Coke39。s reluctance to hire blacks and support by the chairman of Coke for segregationist Governor of Georgia Herman Talmadge.[8] As a result, Pepsi39。s market share as pared to Coke39。s shot up dramatically. After the sales team visited Chicago, Pepsi39。s share in the city overtook that of Coke for the first time.[8]This focus on the market for black people caused some consternation within the pany and among its affiliates. They did not want to seem focused on black customers for fear white customers would be pushed away.[8] In a meeting at the WaldorfAstoria Hotel, Mack tried to assuage the 500 bottlers in attendance by pandering to them, saying, We don39。t want it to bee known as a nigger drink.[11] After Mack left the pany in 1950, support for the black sales team faded and it was cut.[edit] MarketingPepsi logo (197087). In 1987, the font was modified slightly to a more rounded version which was used until 1991. This logo was used for Pepsi Throwback in 2010.Pepsi logo (20032008). Pepsi Wild Cherry and Pepsi ONE continued to use this design through March 2010. It was outside of the . until 2010. The original version had the Pepsi wording on the top left of the Pepsi Globe. In 2007, the Pepsi wording was moved to the bottom of the globe.Photo of a Pepsi can with the current logo and labeling (2008 present.)Pepsi bottle in Mexico. This logo was still in use in Mexico and most countries through early 2010. This Pepsi logo was last used in Canada in May 2009.From the 1930s through the late 39。50s, PepsiCola Hits The Spot was the most monly used slogan in the days of old radio, classic motion pictures, and later television. Its jingle (conceived in the days when Pepsi cost only five cents) was used in many different forms with different lyrics.With the rise of television, Pepsi utilized the services of a young, upanding actress named Polly Bergen to promote products, oftentimes lending her singing talents to the classic ...Hits The Spot jingle. Some of these Bergen spots can be seen on .Through the intervening decades, there have been many different Pepsi theme songs sung on television by a variety of artists, from Joanie Summers to The Jacksons to Britney Spears. (See Slogans)In 1975, Pepsi introduced the Pepsi Challenge marketing campaign where PepsiCo set up a blind tasting between PepsiCola and rival CocaCola. During these blind taste tests the majority of participants picked Pepsi as the better tasting of the two soft drinks. PepsiCo took great advantage of the campaign with television mercials reporting the results to the public.[12]In 1976 Pepsi, RKO Bottlers in Toledo, Ohio hired the first female Pepsi salesperson, Denise Muck, to coincide with the United States bicentennial celebration.In 1997, PepsiCo launched the highly successful Pepsi Stuff marketing strategy. By 2002, the strategy was cited by Promo Magazine as one of 16 Ageless Wonders that helped redefine promotion marketing.[13]In 2007, PepsiCo redesigned their cans for the fourteenth time, and for the first time, included more than thirty different backgrounds on each can, introducing a new background every three weeks.[14] One of their background designs includes a string of repetitive numbers, 73774. This is a numerical expression from a telephone keyp
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