Promotional and Advertising Strategies
Nike and Under Armour
Contemporary Business BUS08
December 6, 2014

Promotional and Advertising strategies are similar but at the same time very different. The advertising strategy is designed to sell a product. It is basically one way communications from the company to the consumer. This provides the consumer information to make a purchasing decision (Schermerhorn, Osborn, Uhl-Bien, & Hunt, 2012). Where as a promotional strategy is two way communications designed to increase sales and attract new customers. This is can be referred to as Branding. One key difference is promotional strategies give away something; this could be a free product or money off attracting consumers who would not be attracted under normal circumstances. This paper will investigate two top athletic apparel companies to understand their strategies. The two companies chosen for this project are Nike Incorporated and Under Armour. These two companies are two of the leading sports apparel companies. Both of these company’s focus their products on the athlete and specific sports. Nike Incorporated has been in business since 1964 and has a much longer history in the industry than Under Armour (UA) which joined the picture in 1996. Both companies make a variety of athletic apparel and a number of athletic shoes. This project will provide details on how each company compares in the athletic shoe market.
1. Compare and contrast the promotional strategies used by two (2) different companies for a similar product within the category that you selected.
Nike promotional and advertising strategies include a mix of television advertising, sponsorship, print advertising and social media. Nike used to invest a lot in commercials and product promotions with a specific target the athlete. The company has shifted to social media targeting its