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The Coca-Cola Company (NYSE:KO): Current price $39.70
A study conducted by Coke found that online buzz has no measurable effect on short-term sales, but online display ads work similarly to those on TV, according to Eric Schmidt, senior manager-marketing strategy and insights, in a presentation at the Advertising Research Foundation’s Re:think 2013 conference in New York this week. It was quite the concession for Coca-Cola, whose iconic flagship brand has around 65 million fans, but Schmidt is not giving up on buzz, and he warned against interpreting the research too seriously, since it covers only buzz, and not sharing, video views or other aspects of social media.
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