Hello again, for the final time :(
The latest tool I have come across is the digital or
‘new’ media. Communication platforms used
include: Web communications, YouTube, Facebook, Twitter and Instagram.
It facilitates the ‘pull’ part of Schultz’s advertising
model as consumers actively seek information about the brand and typically become
far more engaged.
In three weeks I have been exposed many times to the
Adidas ‘Boost your run’ marketing message across a variety of customer touch
points. Including:
- Advertising – (TV, print, outdoor)
- Direct Marketing (Digital media) &
- Sales promotion & Personal Selling (Enthusiastic, knowledgeable salespeople reiterating the ‘Boost’ message and benefits)
Conclusion
Over the past 6 blogs I have revealed and analysed
the blend of communication tools used by Adidas in their current ‘Boost’ IMC
program. I have touched on the purpose of each and their unique benefits.
However as the product has been on the market for less than
a month it difficult to judge its overall success and what impact the integrated
marketing campaign has had. Nevertheless from
what I have seen and experienced to-date I do believe the campaign will be very
successful.
It has followed basic IMC principles &
practices and I for one (being a member of the target audience) have become very
engaged. The message has had strategic
consistency across all communication channels and the brands positioning integrated
into all of its messages.
I have thoroughly enjoyed reviewing this campaign
by Adidas and I hope that you have found the blogs insightful and interesting.
Cheers, Andrew Latham
Belch, George E.. Advertising: an integrated marketing communications perspective. 2nd ed. Boston: McGraw-Hill Irwin, 2009. Print.
Belch, George E.. Advertising: an integrated marketing communications perspective. 2nd ed. Boston: McGraw-Hill Irwin, 2009. Print.
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