Why some companies invest a lot of money in their advertising campaign and have so many different ads while other companies  keep their « style » and preserve their image?

I have chose to analyze two different brands for this post. The first one is called: Hamlet cigar; you will see that their ads are really funny but they kept the same slogan and style since 1966.

Here is a video showing their ads from 1966 to 1997

(The video is pretty long, don’t worry you will get the idea in three or four ads. I suggest to watch the entire video if you have time because it is really funny !!! )

https://www.youtube.com/watch?v=NIckHmwZAeI

The other brand I chose is Coca-Cola. As you probably know Coca-Cola invests a lot of money in their advertising campaign. They also have changed their slogan approximately every year since the brand was created in 1960. Coca is also going to pay stars such as Daft Punk, Whitney Houston, Christina Aguilera … to be present in their ad .

How those ads influence consumers?

It has been proven that advertising greatly improve the demand of a certain product.

An ad gives to the consumer information so that he can choose between two products.

Therefor, I believe that the more ads you do, the more information you give about your brand and the more the consumer wants to buy your product.