Coke Exec: Creative Ads Not Enough Anymore

06/26/2002 | Advertising Age (tiered subscription model)

Steven J. Heyer, president and chief operating officer of Coca-Cola's Coca-Cola Ventures, cautioned agencies to use good, strategic product placement rather than solely relying on commercials at an advertising conference. Advertising and marketing are extremely important because of vast product choices, Heyer says.

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