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unit 18 creative promotion assignment 1
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Essay of 13 pages for the course creative promotion at AQA (creative promotion)
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Yasmin Crabtree Unit 1-assignment 1Unit 18- Creative Promotion Assignment 1
Report on how integrated marketing communication aids creative promotion at Nike (sports
clothing product manufacturer) and Just eat (food takeaway delivery service)
Introduction
This report will explain how two contrasting businesses creatively promote their products and services
and how they use integrated marketing communications in their businesses effectively. The two
contrasting businesses being used in the report are Nike which provide products and Just eat which
provides a service.
Nike is a well-known sports shoe and clothing brand that produces shoes, clothes and accessories all
over the world. It was founded in 1964 as Blue-Ribbon Sports by Bill Bowerman, with them opening their
first retail outlet in 1966 and they launched the Nike brand shoe in 1972. By the early 21st century, Nike
had retail outlets and distributors in more than 170 countries, and its logo, a curved check mark called
the “swoosh” was recognized throughout the world.
Just Eats is an online food order and delivery service. It acts as an intermediary between independent
takeaway food outlets and customers. It has its headquartered in London, England and operates in 13
countries in Europe, Aisa, Oceania, and America. Founded in Kolding, Denmark in 2000, the platform
enables customers to search for local takeaway restaurants, place orders and pay online, and to choose
from pick-up or delivery options.
P1. Explanation and illustrate how marketing communication aids creative product
promotion.
A company uses marketing communications to promote its business and products, considering the
dynamics of its target markets. The marketing communications mix is also called promotion, which
corresponds to the promotion component of the marketing mix or 4Ps.A company’s marketing mix
refers to the strategies and tactics applied to execute the marketing plan, with focus on products, place,
promotion, and price (the 4Ps).
Nike has a marketing mix that involves athletic products. Its marketing mix (4Ps) determines the
profitability and growth of the athletic footwear, apparel, and equipment business. For example, the
company specializes in shoes that are designed to satisfy the needs of professional basketball and
football athletes. However, these products are marketed to all consumers around the world, for athletic
and leisure activities.
Nike
To inform
Informative Promotion is the primary objective of every promotional activity is to disseminate
information about the product, product line, brand, and the company. The purpose of such promotion is
, Yasmin Crabtree Unit 1-assignment 1
to keep the product alive in the minds of the customers. Informative Advertising creates awareness of
brands, products, services, and ideas. It announces new products and programs and can educate people
about the attributes and benefits of new or established products.
The advertising techniques used by Nike, are those which will make the ads stay longer in the minds and
subconscious of the viewers. The ad will appeal to them and hopefully persuade them to invest in the
products offered by the company. Nike target the feelings of the viewers as they believe emotions and
beliefs of the people are their greatest assets. With the most potent stories provoking the deepest of
emotions is the key to the success of advertisements done by Nike. They have an Artificial Intelligence
(A.I.) system which evaluates and analyses people’s emotions and thinking worldwide. This A.I system
can inform Nike of how people are feeling, and these feelings can be targeted to give them a compelling
story.
To persuade
Persuasive ads are advertisements designed to elicit a desired action, usually purchasing a product.
Persuasive ads are similar—they aim to convince potential customers to buy the featured product. If
you're advertising a product, this technique is powerful. Persuasive Techniques are used to reframe the
mindset of current and potential customers. Storytelling breathes life into something ordinary,
Repetition grows familiarity.
In Nike's instance, their ads are aimed at getting the consumer to seek physical power. The power that is
associated with physical fitness persuades the consumer to go out and get active while also endorsing
you to buy a Nike product, such as new running shoes to get yourself started. Celebrity Endorsement-
celebrities are used to build brand awareness, attract new users or customers, and even revive life into a
failing brand. By using well known and even idolized members of society, Nike can give themselves more
credibility as a company. When professional athletes are seen wearing Nike, the brand itself gains
recognition because it is seen as top-notch athletic gear. For example, a young golfer who sees this ad
featuring the pro golfer Tiger Woods, would want to buy Nike shoes because of the credibility Tiger has
over the golf community.
To differentiate
Differentiated marketing occurs when a company creates campaigns that appeal to two or more
different target audiences, demographics, or marketing segments. By targeting multiple well-defined
customer profiles, a brand can build its customer base, master its niche, and begin to organically build
brand awareness.
Nike's differentiation strategy is to establish the company as the standard in athletic wear. By focusing
on their product line, they can produce high quality products that meet customer expectations. Nike’s
product line is not wide: they offer athletic shoes, workout clothes and a very limited number of
additional products. Their focus is clear: give the athlete the equipment they need to succeed. This
single-minded focus has allowed them to develop efficient networks of suppliers and manufacturers
who can provide high quality materials.
To reinforce and reassure
Reassurance benefits are those that build emotional ties with consumers by driving home the ways your
product or brand has a positive impact on their lives. Using marketing messaging around reassurance
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