Marketing Request Review: The Following Link

Marketing Requestxxxx1 Review The Following Linkhttpwwwinterbran

Review the following link: Choose a brand from this list (it must be different from one already chosen and discussed on the board. Colgate, Disney, and Amazon are taken). Choose at least two media forms that are used by the brand. One should be "traditional" and one "electronic." If the brand only uses one or the other, explain why.

Are these the correct choices for the brand? Why or why not? Answer this in at least two paragraphs.

Imagine that you are the owner of a small business. You have developed a Marketing Communications Plan.

Explain the following: What is the importance of public relations to the Marketing Communications Plan? What is the role of trade promotions in the Marketing Communications Plan? Could a mis-step with public relations increase costs and lower profitability for your small business? How? Answer in at least two paragraphs.

In what ways can the study of Marketing Communication prove useful in ones day to day life? Please answer in at least a paragraph.

Paper For Above instruction

Selecting a brand different from those already discussed or chosen on the board, such as Colgate, Disney, or Amazon, I chose Nike. Nike exemplifies a strategic use of both traditional and electronic media to reach its diverse audience. Traditional media for Nike prominently includes television advertising, which has historically been effective in reaching broad demographics through compelling commercials during sporting events or popular TV shows. Sports magazines and outdoor billboards are also part of Nike's traditional media arsenal, reinforcing brand presence in physical spaces where consumers engage with sports and fitness. In contrast, Nike's electronic media strategies are primarily centered around digital platforms, notably social media channels like Instagram, Twitter, and Facebook, where the brand engages directly with consumers through interactive campaigns, influencer partnerships, and user-generated content. Additionally, Nike invests heavily in its mobile app and website, delivering personalized experiences and exclusive product launches.

These choices for Nike are appropriate because they align with the brand's core identity as an athletic and lifestyle brand. The combination of traditional media, like TV and outdoor ads, helps maintain mass-market visibility and brand recall among varied demographics. Electronic media offer targeted engagement and foster a sense of community among Nike consumers. If the brand relied solely on traditional media, it might miss out on reaching younger, digitally-native audiences who primarily consume content online. Conversely, depending only on electronic media could limit Nike's ability to create broad awareness campaigns effectively. Therefore, the dual approach maximizes reach and engagement, supporting Nike’s global marketing goals.

As a small business owner developing a Marketing Communications Plan, I recognize the critical role of public relations (PR) in shaping the brand’s reputation and fostering trust with consumers and stakeholders. PR activities, such as press releases, community engagement, and media outreach, help generate positive publicity and manage the narrative surrounding the business, especially during crises or setbacks. Effective PR assures customers that the business is credible and community-oriented, which can significantly influence purchasing decisions and customer loyalty. Trade promotions also play an essential role by incentivizing intermediaries like retailers and distributors to stock and promote the business’s products. These promotions can include discounts, special displays, or exclusive deals, ensuring higher product visibility and sales at the point of purchase.

A mis-step in public relations can be costly for small businesses, as it can damage reputation, erode consumer trust, and lead to increased marketing expenses to repair the brand image. For instance, a poorly handled public controversy or inaccurate communication can result in negative media coverage, which is often more impactful and harder to mitigate than regular advertising. Consequently, this can increase costs related to crisis management, legal liabilities, and rebranding, ultimately reducing profitability. It underscores the importance of carefully strategizing PR activities to align with the brand values and maintain positive stakeholder relationships.

Studying Marketing Communication techniques proves useful in daily life by enhancing personal and professional relationships through better understanding of how messages influence behaviors. Recognizing persuasive tactics used in advertising and social media can make individuals more critical consumers and help them avoid manipulative content. Moreover, applying marketing principles such as clear messaging and audience targeting can improve personal communication strategies, making interactions more effective and goal-oriented. Whether buying products, endorsing ideas, or promoting personal brands, knowledge of marketing communication empowers individuals to navigate the information landscape more confidently and ethically.

References

• Belch, G. E., & Belch, M. A. (2018). Advertising and Promotion: An Integrated Marketing Communications Perspective. McGraw-Hill Education.
• Kotler, P., & Keller, K. L. (2016). Marketing Management (15th ed.). Pearson Education.
• Grunig, J. E., & Hunt, T. (1984). Managing Public Relations. Holt, Rinehart & Winston.
• Schultz, D. E., & Schultz, H. F. (2004). IMC: The Theoretical Foundations. The Journal of Marketing Communications.
• Clow, K. E., & Baack, D. (2016). Integrated Advertising, Promotion, and Marketing Communications. Pearson Education.
• Cutlip, S. M., Center, A. H., & Broom, G. M. (2006). Effective Public Relations. Pearson Education.
• Dexter, T. (2017). The Power of Marketing Communications. Journal of Business Research.
• Fill, C., & Turnbull, S. (2016). Marketing Communications. Pearson Education.
• Smith, P. R., & Zook, Z. (2011). Marketing Communications: Integrating Offline and Online with Social Media. Kogan Page.
• Fawkes, J. (2018). Public Relations Ethics and Professional Standards. Routledge.