I would like to give a shot in analyzing the Integrated marketing communication (IMC) and the five communication effect regarding the advertisement of Famous sports brand such as Nike and Adidas and how they compete especially in Football branding. To integrate means to make whole or complete by adding or bringing together parts, integrated marketing communication (IMC) therefore means adding or bringing together various techniques for advertising and promoting product or services to buyer. The word bringing together part of definition interprets as referring to the need for centrally integrating the various advertising communications and promotion activities to reinforce the brand’s positioning.
There are 3 main questions in IMC strategy as follows:
1.Which are the best and most efficient advertising communications and promotions media to use in combination to achieve the brand’s communication objectives?
2.How can each advertising communication activity and promotion activity’s message are made synergistically consistent with the brand’s positioning?
3.At what points in the marketing channel should advertising communications reach buyers and perhaps speed up the decision in favor of brand?
Five communication effects are the Category Need, Brand Awareness, Brand Attitude, Brand Purchase Intention and purchase facilitation. Communication effects are relatively enduring mental association, connected to the brand, in the prospective of the buyer’s mind, which are necessary to create the brand position and predispose action. One again it is helpful to regard the five communication effects as a series of five mental bins.
If we look toward the famous brand like Nike and Adidas, we will find a great strong feeling about the brands, in form of the quality, prestige, and of course the massive price we should pay for it. Both brands have strong brand awareness toward the users, because of the great promotion done by them.
Nike and Adidas expand their market by a great marketing strategy; they expand the market by penetrating the football area. Nike and Adidas compete each other and always try to innovate their product by introducing new technology and of course expanding their promotion and advertising. We can see in the television how Nike and Adidas using almost similar strategy; using a famous football player as the model in promoting their product. It has been proven that this kind of promotion of both brand have successfully creating brand awareness to the people. Media also has a great role in the promotion, especially audio visual means such as television. The combination of using famous football player, electronic media and very unique and tremendous advertisement have result a loyal customer of both brands.
The next question is that how the advertising and promotion are made and consistent with the brand positioning. As we know the brands is already famous and reach its peak level of performance for the past few years and the advertisement was made by involving famous role model- in this case is football player, and using high technology of computer. For example Nike advertisement shows that football players have a mission to get a gold ball at the museum that being protected by some high tech robots. In the ads, the football player show great techniques of ball handling and the computer makes a great computer effects to support their action. By this example I conclude that the ads are trying to invite the customer to see and feel how great the effect of using Nike shoes and this ads is very success to invite more and more customer to buy and be loyal to the brands.
Finally the last question that should be answered is about at what points in the marketing channel should advertising communications reach buyers and perhaps speed up the decision in favor of brand. As I explained before, both Nike and Adidas use Audio Visual media channel, such as Television and famous role model to attract the customer. Since the brands are already famous, the producer objective is maintaining the loyal customer and inviting more customers, not creating brand image, because the brand is already international use brands and everyone know about the brands.
Regarding the famous sports brands such as Nike and Adidas, at a glance it seems that both of the brands are very easy to be famous. But what is the reason behind the success, this is the question that has been answered by the Integrated Marketing Communication. Both of the brands have done a massive promotion, advertisement, and marketing strategy as the part of the IMC, the results is that, both brands are now become internationally recognized as the standards brands for sport activity. The Achievement of both brands cannot be separated to the five communication effects that contributes to construct a strong brand awareness in people’s mind.