(a) Coke has attempted to reach the younger generations by.

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(a) Coke has attempted to reach the younger generations by… (a) Coke has attempted to reach the younger generations by sponsoring concerts. However, itraised a question, “Is it really effective? Will you drink Coke because of thesponsorships?”Critically evaluate the effectiveness of this marketing approach in today’s marketingenvironment. Justify your answers with THREE (3) rationales and discuss any TWO (2)possible ethical issues that may affect its reputation negatively. Support your answers withexamples. (20 marks)(b) Based on your answers above, suggest any TWO (2) promotional strategies (other thanadvertising and sales promotion) that could help promote Coke’s image over Pepsi inMalaysia, among the younger generation in Malaysia. Elaborate your answers withexamples.(Arts & Humanities Communications Marketing MKT 4225E

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