Chapter Sixteen: Integrated Marketing Communications

 

What is promotion?
Promotion is communication by marketers that informs, persuades, and reminds potential buyers in order to influence an opinion or elicit a response. Promotion has four elements which are advertising, public relations, personal selling, and sales promotion. These elements combined are called the promotional mix. Nike promotes their business through T.V. ads, social media, magazines and with many sponsorships by professional athletes.
By having so many athletes sponsors, Nike became a strong competitor in the sporting goods industry. One of these athletes today is a NFL player by the name Calvin Johnson. Nike had him promote clothing called "Nike Pro Combat Hyperwarm". Here is a video: 

 

 

Nike also had ads in their website promoting this and if you went on their Facebook page, you will see pictures of this product and a link to the nike website.Here is the link: http://www.nike.com/us/en_us/c/training/pro-combat-hyperwarm

Nike also promoted this products in their stores. If you go into Niketown, you would see employees wearing these shirts and pants while talking with customers.

I personally like the way Nike promotes their products because they use different ways of promotions and by having big time athletes in every sport adversing their stylish products have sports fans wanting to buy these products even though they might not even play sports. Nike focuses on what the consumer wants and needs. I recently found out about one of the reasons why Nike is the leading competitor in the sporting goods industry and what makes them different from other competitors. I was looking throught different vidoes on youtube and i came across this video: 

 

Nike is always involved and asks alot of questions to athletes about their products and what they like or dislike about them and Nike then goes back and improves their products before putting them back in the market. They want to make sure that the consumers are satisfied and are continuing to buy more and more. This is when marketing communication comes in. Communication is the process by which meanings are exchanged or shared through a common set of symbols. There are two types of communications: Interpersonal communication which is direct face to face communication between two or more people and there is Mass communication. Nike uses interpersonal communication more with athletes as seen in the video or it can be used when a costumer walks into the store to speak with an employee. Mass communication involves a larger group of people so its more like advertising on their websites or on T.V. or magazines.