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Marketing Communications Adidas

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Introduction

Marketing Communications Adidas 25901325 Contents Advertising 2 Characteristics of advertising 2 Objectives 2 Target Audience 3 Type of Medium used 3 Length of Campaign 3 Scope/Reach 4 Objectives of Marketing Communication method 4 Promotion 4 Problems Marketing Communication is trying to Solve 4 Design 5 Evaluation 5 Message Contents 6 Message structure 6 Has the marketing communication been effective? 6 Bibliography 7 Advertising A web definition of advertising is "a form of communication that typically attempts to persuade potential customers to purchase or to consume more of a particular brand of product or service" The method of the communication used by Adidas is the through the TV, the setting being a celebrity house party including big names such as Katy Perry, Estelle, Young Jeezy, the Ting Tings, DMC-Daryl McDaniels, Method Man, Redman, Afra, Ryukyudisko, Russell Simmons and Missy Elliott, athletes Kevin Garnett, David Beckham, Ilie Nastase and Mark Gonzales, and designers Kazuki and Jeremy Scott.all of these are wearing the adidas "Originals" This advert has been done as if it was a music video set out, having no speaking, just a popular tune "Beggin you", along with many camera shots of the people in the house party wearing Adidas originals. Adidas has stated that the advert is "To celebrate 60's years of souls and stripes we are having a house party" (For image snapshots of the advert please see appendix 1) ...read more.

Middle

Objectives of Marketing Communication method * One of the most important objectives of marketing communication for a business would be to increase its sales * Introduce a new product * To encourage consumers to buy more * To encourage customers to try the product * To increase sales amongst existing customers * To regain former customers * To maintain competitiveness * To extend the firms database of customers * To reinforce image of the product and the brand Marketing communications deals with messages that are related to the media and used to communicate with a particular market. For example through advertising, direct marketing, marketing, promotion, sponsorship, public relations, sales promotion etc. The objectives of this advert would be to make the customers aware that the product has been around for 60 years, and is still a fashionable symbol globally today. Therefore they are informing there consumers that there product is of a good quality and is worth buying again. Promotion Regarding promotion public relations is a major part of the promotional mix. Generally a business will aim for a good working relationship with the general public and customers. Promotion is key to any business to creating a positive impression for customers. As Adidas is promoting the fact that they have been giving a positive impression for 60 years and have been successful, it will most likely carry on the impressive image that they have with this advert. ...read more.

Conclusion

Likely due to the amount of people in this advert, and the status that they had, this advert will have been very timely and expensive. Therefore Adidas must be convinced that their market will respond well to the advert. In addition the timing of the advert will have had to have been right in order to set off the campaign at the beginning of 2009, in which it is the originals 60th anniversary. Has the marketing communication been effective? How a business will measure if marketing communications have been effective * Distinguished themselves from competition - if Adidas has distinguished themselves from the image of just selling sportswear, then they will have managed to give themselves a different image to that of their competitors. * Increased sales - as the sales of the record have increase it is likely that this piece of marketing communication will in addition increase sales. * Awareness of product - although this product has been around a long time marketing communications have succeeded to remind customers of the popularity and image of the brand. * Developed interest in the product - due to the celebrities and fun of the advert, interest will have been developed not only for the product, but for the business. "Ultimately, the key to successful business communication is understanding your audience and demonstrating that knowledge as you respond to their needs in a timely, professional manner". ...read more.

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