Pepsi vs. Cola ad - General and specific objectives

General Objectives

The 3 key marketing communications objectives are to inform, persuade and to remind.  From my point of the advertisement is mainly designed to remind people in a humorous way that Pepsi is superior to Cola because even the straw doesn’t want to go into the Cola can. 

Specific Objectives

According to the "Hierarchy of Effects Model" of Lavidge and Steiner the advertisement has to be located at the affective stage since Cola and Pepsi have a great percentage of awareness and knowledge. More precisely, in the affective stage the ad wants to create consumer preference for the Pepsi product through humor.

Mapping the ad to the Communication Effects Pyramid would also result in the Preference level. The advertisement addresses the feelings (humor) of the consumer in order to raise consumer preference for the product.