Nike Case Study.docx - Principles of Marketing Nike’s promotion activity in the marketing communications mix is a balance between attracting new

Nike Case Study.docx - Principles of Marketing Nike’s...

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Principles of Marketing Nike’s Promotion – Marketing Communications Mix By Pavel Galkin Nike’s promotion activity in the marketing communications mix is a balance between attracting new customers and keeping current ones. Nike uses its marketing communications mix to communicate with target markets worldwide. The emphasis of marketing communications is promotion of the firm and its products. The marketing communications mix is also called promotion, which corresponds to the promotion component of the marketing mix. Nike is a good example of a firm that uses different kinds of communication in its promotion activity. The company’s marketing communications mix is easily observable in the market through advertisements and other activities. The company is an example that other firms can follow in promoting their products. Nike’s marketing communications mix is effective because of the balance it creates between attracting new customers and keeping existing customers. Nike’s marketing communications mix involves advertising, personal selling, direct marketing, sales promotions, and public relations. Advertising Nike Products In advertising, Nike’s goal is to reach large populations of target customers with the biggest possible impact. Successful advertisements promote the brand to customers and improve their perception of the company. Advertising is
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