ADVERTISING AND PROMOTION

Advertising and Promotion in Business



Advertising and Promotion in Business

Introduction

The main purpose of this paper is to make an analysis of the promotional and advertising activities through which small medium organizations can effectively get success in the modern world. The paper makes analysis on the communication process for the advertising and promotion industry. The paper also discusses the promotional campaign of Nike in order to understand the ways through which the campaigns utilise communication theories to encourage purchase.

Promotional Campaign of Nike

The 'promotion' is one of the four P's Marketing Mix. It includes all the tools involved in the 'marketing communication'. A cake still contains the same basic ingredients. Their quantity, however, varies from one to another and the result is different. It's the same for the promotion. Given below is the promotional campaign of Nike.

1. Sales representatives

Use of Representatives is a good way to handle personal relationships with customers (CRM). They work for the company. They are generally well trained in sales techniques. Representatives are however very expensive and it should be imposed only if there is a return on investment (ROI) sensitive. In order to promote its products, Nike uses sales representatives.

2. Sales promotion

An example is '3 promotional products purchased, the 4th offered '. Others sales promotional activities used by Nike included a coupon to purchase, contest, offered an accessory (e.g. two blades offered to buy a razor), offers a discovery (e.g. installation offered to purchase a TV TFT). Each cost generated by a type of sales promotion should be evaluated and compared with other alternatives.

3. Public Relations (PR)

Public relations can be defined this way: 'deliberate efforts, planned and maintained to create and maintain mutual understanding between an organization and its public'. Successful strategies tend to do long term and to consider any possibility. Nike is working hard on public relations that help in proper promotion of Nike's products.

4. Direct Mail

Direct mail is targeted at consumers listed in a database. The consumer is defined with a range of attributes and similarities (Arnett, 2008, p. 45). Creative advertising agencies work with your marketing managers to develop a targeted communication in the form of a letter. The mail is sent to potential consumers and responses are carefully controlled. Nike makes use of direct mail in order to communicate promote its products.

5. Fairs and Exhibitions

Participate in such events is very useful for making new contacts and renew old relationships. Companies rarely sell many such events. The goal is to increase awareness of your company and encourage trial of your products or services. These fairs and exhibitions give Nike the opportunity to meet the market and the consumer.

6. Advertisements

Advertising is a communication 'pay'. It is used to drive attitudes, create awareness and provide information for a response from the target (Christians, 2007, p. 467). Nike uses many 'media' advertising such as newspapers (local, national, free or for sale), journals and magazines, television (local, national, terrestrial and satellite), cinema, ...