Promotion is one element of integrated marketing communication. Promotional activities include advertising by using different media, sales promotion, trades promotion and personal selling activities. It also includes internet marketing, sponsorship marketing, direct marketing, database marketing and public relations. Integration of all these promotional tool, along with other marketing mix is a way to gain an edge over a competitor. An example of this integrated marketing communication is the Air Jordan Brand. They just came out with a new commercial with Carmelo Anthony promoting their brand. Their new commercial for the Melo M7 is broadcasting tomorrow but they got the sneak peek for you today. In this TV ad they featured Carmelo Anthony’s unique ability to carry a team on his back and “do whatever it takes” to lead his team to victory. Whatever is needed you can depend on Melo to deliver. We know that he can ball with the best of them on the court but Melo’s skills don’t stop there. Take a look at the commercial to see what I mean.
http://www.youtube.com/watch?v=q041NE-foN0
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