Advertising and Promotion in Business

Advertising and Promotion in Business

Introduction

Nike launched one of its successful integrated marketing communication campaign known as the Nike Plus line in year 2006. Nike Plus campaign was one of the innovative campaigns in reaching out its customers through a new promotion and advertising method. The objective of this campaign is to combine the sports and music interests of the people. The Nike plus is also proved effective in building the connection to the runners whom it sponsor through various years to track their workout information. The objective of this document is therefore to focus on the Nike Plus by looking at the promotional strategies both above and bottom line advertising, as well its impact on the customers, competition and environment.

Discussion

The technological changes in the promotional and advertising has let businesses to use the promotional methods such as e-mail marketing, social networking, sponsorship the various events, so that the customers can be aware about the intended messages of the business and their promotional campaign. The above-the-line advertising involves the mediums of the promotion of the product or service such as Television and radio, national press or consumer magazines, and trade journals, while below-the-line advertising the usage of such methods that involves the more direct control and specific groups such as sales promotion, direct mail, public relations, email and social advertising. Most of the organizations heavily rely on the above-the-line promotion as it involves fewer amounts of resources and time.

Below-the-line Advertising

The below the line advertising includes focusing on the niche markets through the mediums of internet, social advertising and the like. Though the Nike Plus usually uses on the above-the-line advertising such as TV commercials, print media and radio advertisements. It also relies on the below the line advertising such as the internet banner ads and sales promotion through the Nike Town stores. Nike has also partnered with several sporting good brands such as Dick and The Sports Authority which display the Nike Plus products. These brands in their advertisements show the Nike Plus products which promotes the Nike objective of reaching out to its customers.

Sales Promotion

Though, some evidence suggest that Nike is using the sales promotion but there is very limited range of those products and services and if there are any available at the discounts they are typically from the past year collections and available in limited sizes. Also the Nike Plus and Apple does not offer any sales promotion on the campaign in their core products. It is possible that Nike and Apple by their strong brand identities come up with some sales promotion which their customers expect from them.

Internet

The Nike has involved in the extensive amount of internet marketing for the Nike Plus through their official website and the social websites such as Yahoo, Face Book, twitter, YouTube and the like. Internet is found to create the high influence on their customers as it is found as the critical element of the promotion.

Public Relations Programs

One of the objectives of ...