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Essay / Research Paper Abstract
A 4 page paper in which the writer explains several marketing communication tactics, such as branding, event sponsoring, e-mail newsletters and more. The writer comments on each tactic as it relates to Nike. Bibliography lists 7 sources.
Page Count:
4 pages (~225 words per page)
File: ME12_PGnketc9.rtf
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Unformatted sample text from the term paper:
order for a single message to be presented to the public (Marketing Teacher Ltd., 2009b). if a company uses different messages in different communication venues, consumers will be confused and
the resources used for the effort will be wasted. Marketing communication tactics have been identified as: personal selling, public relations and publicity, sales promotion, advertising, direct marketing, e-marketing, branding, and
sponsorship (Marketing Teacher Ltd., 2009b). According to at least one study, event marketing is one of the most effective communication tactics (Los Angeles Business Journal, 2004). In effect, corporations sponsor
different kinds of events. Today, event marketing goes beyond the goal of creating brand awareness, it is being used to educate the public and employees about the company (Los Angeles
Business Journal, 2004). Marketers report that their companies get a higher return on investment with event marketing (Los Angeles Business Journal, 2004).This makes event marketing effective on two fronts, brand
awareness and education. Nike has historically used event sponsorship in their marketing campaigns. They have been sponsoring different athletic and sports events since the beginning. Within this broad category is
Nikes use of celebrities in their marketing endeavors. This has worked for them. Including celebrities like Michael Jordan, Tiger Woods and others in different sports tells the consumer that Nike
is a quality company and if these celebrities use and wear their products, then, consumers should, too. Branding has always been used in marketing. The benefits of branding include reducing
risk because consumers know the brand; a brand sends a message to consumers; the brand positions the company in the field of competition; a brand means added value for the
consumer (Marketing Teacher Ltd., 2009a). Using the brand in marketing identifies the product and it offers an image to the consumer (Marketing Teacher Ltd., 2009a). Nikes brand is extremely strong.
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