Coke Zero vs. Pepsi Max: Which Media Plan Had More Fizz?

Coke and Pepsi’s rivalry is the stuff of legend in the ad business. They vigorously compete for share of voice, share of heart and share of throat. In the case of Coke Zero and Pepsi Max, these beverage giants are chasing a burgeoning market of men who apparently aren’t man enough to own up to drinking a soda marked “diet.” They’re also notoriously light TV viewers and generally difficult to reach.


BMW vs. Audi: The Best Media Plan on Four Wheels?

The automotive category is consistently among the biggest, most competitive and innovative media spenders. While automotive manufacturers typically focus on model-led advertising, both BMW and Audi put a much stronger emphasis on their brands.

Expedia vs. Priceline — Whose Media Plan to Book?

Hotels have very much become the major battleground for Expedia and Priceline and this is reflected in the focus of their advertising. Online Travel Agencies (OTA’s) accounted for 34.7% of all U.S. hotel bookings in the first quarter of 2010, up from 27.8% in 2009, Priceline CMO Brett Keller said in a recent speech.

Visa vs. MasterCard: Who’s on the Money?

The credit-card companies were presented with some challenges in 2009. First and foremost, the risk that their advertising is seen as encouraging reckless spending or increasing consumer debt; and secondly, being closely associated with the financial institutions seen as responsible for much the economy’s woes. So how did they handle their media campaigns while driving their business?