marketing communications paper final

8/7/2019 Marketing Communications Paper Final

http://slidepdf.com/reader/full/marketing-communications-paper-final 1/6

Running head: MARKETING COMMUNICATIONS PAPER 1

Marketing Communications Paper

Mariana Gonzalez

COM 302

September 19, 2010

April M. Ward



MARKETING COMMUNICATIONS PAPER 2

Marketing Communications Paper

Communication refers to the package of information that is transmitted by humans

through some type of medium. This process is used by humans to express ideas, feelings, and

thoughts. This is a procedure that always includes a sender and a receiver.

According to Jim Blythe, (2007) “People enjoy communicating, and in fact people often

expect and welcome marketing communications (Madden and Perry 2003). This is also true in

business-to-business markets, where communication is crucial in developing and maintaining

relationships (p.2)

The term “Marketing Communication,” refers to type of communication that it is used by

corporation to transmit a message and it persuades the customers to be attracted to a certain

product or a certain service.

Marketing communication it is also known as the way the product, the place, the price

and the promotion are transmitted and its goal it is to inform, to persuade and make a change on

the intended audience. That change it is always beneficial for the company that is generating the

message.

The marketing communication strategies are based on the following elements:

• Advertising,

• Promotions and sales

• Public relations,

• Marketing in a direct form,

• Internet.




The company I chose for this paper is The Nike Corporation. Nike it is one of the biggest

athletic footwear corporation in the world that has introduced its product to more than 160

countries.

Nike Incorporated has its products available in more than 22,000 retail stores besides

developing their operations in their own retail stores, such as Nike Town and outlets.

Nike total revenues for 2005 were a $13,739.7 million and holding a 37% of the global

market share (CNN, 2006)

Nike Inc. has worked very hard to obtain its recognition in the world and there forces are

concentrated primarily on television commercials, celebrity endorsements, associations with

college teams and sponsorship for events. Nike has been known for their “cool” and pioneering

advertising campaign primarily based on television commercials.

Advertising:

After the crisis, the corporation faced in 1990s, the company primarily focused in their

commercials creativity and the quality of their products.

To increase their sales, the corporation decided to have contract with sports leaders such

as Cristiano Ronaldo, Reggie Bush, Kobe Bryant and many others well-known professional

players to create television commercials. These aggressive marketing tactics help the consumers

to associate the product to the celebrities. The images of these celebrities are also used at the

Nike stores as POP or point of purchase.

According to Knight (1992) “To create a lasting emotional tie with consumers, we use

the athletes repeatedly throughout their careers and present them as whole people. So consumers

feel that they know them. It's not just Charles Barkley saying buy Nike shoes, it's seeing who

Charles Barkley is -- and knowing that he's going to punch you in the nose. We take the time to




understand our athletes, and we have to build long-term relationships with them. Those

relationships go beyond any financial transactions. John McEnroe and Joan Benoit wear our

shoes every day, but it's not the contract. We like them and they like us. We win their hearts as

well as their feet" (p. 1)

Nike television commercials are not only produced to increase their sales, also to create,

and maintain their brand equity. This term refer to the differentiation and recognition of their

product in opposition to the rest of the products available in the market.

Public relations and Sponsorships:

Nike has hosted many soccer, basketball, running and charity events were the functions

of PR were mixed with sponsorships. The combination between these two, advertising and sales

with public relations were developing to target multiple audiences, such as the suppliers,

vendors, the press, and the consumers. These types of events are also organized to promote new

products.

Internet Marketing:

During the last 10 years the Internet has become one of the most favorite media to

advertise, and many companies are uploading their videos to promote their services or products.

The Internet can be a huge medium of advertising if these videos contain the right

keywords, they can drive millions of people to watch the company’s commercials.

This type of campaign was used by Nike when the company launched their campaign

with Kobe Bryant. This was movement that was basically based on videos uploaded online, these

videos have reach in many cases thousands or even millions of people.

Millions of people have gone to “You Tube” to search for the videos that Nike produced

along with Kobe to promote the new line.




Nike is one of the corporation that has used all the advertising mediums possible to create

an impact in the society and the recognition of their brand all over the world.

Their advertising and successful results it is because of their unbeaten campaigns but also

the quality of their products.

The slogan "Just do it," and the white pipe logo development has helped Nike Inc. to

have recurrent consumers who will not change the brand and will continue shopping at their

stores and consuming the same products.

The development of a logo and slogan supported by superior advertising campaigns are

the elements used maintain the brand in the memory of the consumers.

According to Knight (1994) “Nike is a champion brand builder. Its advertising

slogans–“Just Do It,” “There Is No Finish Line” –have moved beyond advertising into popular

expression. Its athletic footwear and clothing have become a piece of Americana. Its brand name

is as well-known around the world as IBM and Coke.” (p. 1)

In conclusion, Nike is a corporation that will continue growing and will continue having

success because they know how to understand their consumers and its necessities.

References




Charles M. Mayo; Deborah, H. (n.d). Marketing Communication. Encyclopedia of

Management , 527-532. Retrieved from Gale: Gale Virtual Reference Library (PowerSearch)

database

Knight, P. (1992). High-performance marketing: an interview with Nike's Phil Knight.

Interview by Geraldine E. Willigan. Harvard Business Review, 70(4), 90-101. Retrieved from

MEDLINE with Full Text database.

CNN. (2006). Nike. Retrieved from http:// CNN. (2006). CNNMoney. Retrieved from

http://money.cnn.com/magazines/fortune/fortune500/snapshots/945.html

Blythe, Jim (2007). Essentials of Marketing Communications (3rd. ed.) Harlow, England:

Prentice Hall.

marketing communications paper final

Documents