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Unit 9 P1

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Submitted By brucee
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P1
For this part of my assignment I will be talking about two organisations promotion mix and how they use them. I will select a product from an organisation and explain how this organisation uses promotional strategy to promote their products.
Sponsorship
Sponsorship is a fee paid to an organization or groups for example sports, arts, entertainment in return for increased awareness. Awareness for that organisation increases because the logo is on display for everyone to see. Unlike advertising, sponsorship cannot communicate specific product attributes because it only shows the logo not the products. While advertising messages are controlled by the advertiser, sponsors do not control the message that is communicated.
The business Apple uses sponsorship as a promotional mix. They have done this by sponsoring the American TV show American Idol. In return, Apple’s iPod becomes the official digital music player for American Idol, while the iPhone becomes the shows official handset. By doing this it pr0omotes their products, due to American Idol being a popular TV show millions of people will see Apple’s products.
Nike use sponsorship as well, they sponsor popular athletes. These include superstars like Ronaldinho, Cristiano Ronaldo, Didier Drogba and Neymar. Cristiano Ronaldo is a prime example; he makes £14.1million per year from being sponsored by Nike. By sponsoring Ronaldo their logo will appear on what he wears. When he plays a football match, he will wear Nike boots and this will create awareness for the football fans watching as they will want to buy the same boots. Ronaldo also goes to photoshoots wearing clothing with the Nike logo on to promote them even more.
Direct Marketing
Direct Marketing is used across a wide range of consumer and business markets and has made considerable progress in recent years in overcoming its poor image as being just junk mail.

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