Essay
P1-Explore and illustrate how marketing communication aids creative product promotion
- Module
- Unit 18
- Institution
- PEARSON (PEARSON)
P1-Explore and illustrate how marketing communication aids creative product promotion.
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P1-Explore and illustrate how marketing communication aids creative product promotionIntroduction
For this assignment I will be writing about the organisation of Nike and Apple, and I will discuss the
promotional mix they use. Creative communication creates a stronger brand awareness. Because
your marketing is a representation of who your business is, the unique and creative flare that you
bring into your marketing efforts, will help create a strong image that people will remember. Your
brand needs awareness and reach.
Advertising-Advertising is a way of communication with the users of a product or service to attract
and influence the customers.
Sales promotion-Sales promotion is the process of persuading a potential customer to buy the
product.
Direct marketing-Direct marketing is a promotional method that involves presenting information
about your company, product, or service to your target customer without the use of an advertising
agent.
Personal selling-Personal selling is where businesses use people to sell the product after meeting
face-to-face with the customer.
Apple
Introduction:
The stores sell various Apple products, including Mac personal computers, iPhones, iPads, Apple
Watches, Apple TV digital media players, software, and selected third-party accessories. Apple
operate in 510 stores and 25 countries worldwide. With the main countries being China and the US,
and Europe as a continent. Apple’s organisational structure contributes to effective and quick
innovation, which is a key success factor of the business in the information technology, online
services, and consumer electronics industries. In 2018, Apple sold 217.72 million iPhones worldwide.
Apple’s notable achievements include, iPhone and its growth over the years, their services and
brand loyalty, China and how they’ve given Apple boosted success from having the worlds biggest
smartphone market and the Apple brand today. Apple Computers was founded on April 1, 1976, by
college dropouts Steve Jobs and Steve Wozniak, who brought to the new company a vision of
changing the way people viewed computers. Jobs and Wozniak wanted to make computers small
enough for people to have them in their homes or offices. Simply put, they wanted a computer that
was user-friendly.
How Apple use the promotion mix to increase awareness of their products or services
Apple use the promotion mix to increase awareness of their products through advertising, showing
how their products are better than their competitors’. For example, in the latest iPhone 11 Pro Max,
the advert points out all the new features of the phone. For example, you can try out the iPhone 11
Pro Max new triple camera lens with new ultra-wide-angle lens. Furthermore, you can try out the
rest of the iPhone 11 new features which includes, more durable, water resistant phone, night mode
for better low-light images, haptic touch instead of 3D touch, ultra-wideband support, A13 chip,
faster Wi-Fi and LTE and more features. This increases awareness of the product for customers and
non-customers, as they are seeing new features that has never been seen in a phone before, so they
are excited and want to try it for themselves. This leads to Apple making more sales; therefore, they
make more revenue. This promotional method is appropriate to Apple because in todays society we
, are constantly on electronic devices and always scrolling through different things. So, by Apple
advertising their products they are guaranteed to get a lot of views and attract a lot of customers
and non-customers to buy their products.
Apple uses the promotion mix to increase awareness of their products through personal selling,
Apple uses personal selling to persuade potential customers or existing customers to buy their
products. The company's stores have sales representatives who are trained in both product
information and customer service. With the release of new products and upgrades the company
produces every few months or so, it is important for sales representatives to stay informed about
the latest technologies entering the market. Walking into an Apple Store will show that employees
are often young and enthusiastic about the products. Personal selling is appropriate to Apple
because if they have employees that are enthusiastic and always look ready on the job, then the
customer will most likely be happy with their service and it will create an impression on the
customer, that the employee enjoys what they are doing, and they really want the customer to buy
the product they are trying to sell as the employee believes the product is that good. This leads to
Apple gaining customers and increasing in sales.
Why Apple use the promotion mix
Apple use the promotion mix as it helps promote their products in various ways and is a good way to
help them reach their target market. In addition, the company uses personal selling in the form of
Apple Store employees who provide product-specific information in the aim of convincing store
visitors to make a purchase. Apple also widely uses email marketing to deliver targeted information
to its database of millions of existing and potential customers. These communications are important
in supporting product launches and in teaching customers so that they can get the most out of the
products that they own. So overall, Apple use it to attract customers, persuade them to buy
products, and generate loyalty.
Nike
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