Ch. 16 - Integrated Marketing Communications

 The Role of Promotion in the Marketing Mix is necessary to sell, inform and influence your product or service. Some products or services can survive in the marketplace without effective promotion and still sell and bring on consumers on its own. Promotion of a product or service is highly important to its success; marketers promote by  communicating information, persuading, reminding potential buyers of a product in order to influence opinions and generate interest.  


Along with The Marketing Mix (product, place, price, and promotion) The Promotional Mix also plays a relevant part to The Role of Promotion. The Promotional mix includes Advertising, Public Relations, Sales Promotion and Personal Selling which leads to a promotion plan of a product.


The type of promotional strategy Adidas uses follows a pattern in which they advertise through high profile athletes who are sponsored by Adidas this helps them get their name out along with the unique, lightweight and comfortable products that Adidas brings to the table. Adidas communicates their marketing activities through a bunch of different ways, but the most productive ways The Adidas Group likes to use are, Advertising, Publicity and Sales Promotions. These 3 ways have been highly effective to Adidas and has brought them the success they have today. Adidas uses publicity because right about when they are going to launch a new product some information goes public so the media can spread the news that a certain products is coming and before it hits the shelves an athlete demonstrates the product attracting even more consumers generating a great deal of interest and then through advertising and sales promotion Adidas makes beneficial profits. 


The Concept Adidas communicates through is channel which is radio, newspaper, and television also through mass communication which is a method of communication and sending your message to large audiences. Communicating isn't easy as 1 2 3 there is a process to effective communication and sending and receiving messages. Feedback is crucial for companies such as Adidas without feedback you cannot better your companies products, or services. Adidas communicates and uses the promotional mix effectively. Informing, Persuading, and Reminding are huge concepts in Adidas they have set a base around those categories in which they communicate and respond with.