4 points
So you’re saying Coke execs don’t live by metrics and are ok with throwing money out the window?
4 points
No, just that sales is probably not the only metric they’re looking at when buying ads. It’s about maintaining their brand image too.
We saw this with Amazon when a bunch of news articles about their union busting and poor work conditions were breaking. There were tons of ads from Amazon about how much people love working there and how great it is. They knew they needed to influence their public image and advertising is how they do it.
