The organization I am choosing to evaluate the promotional mix of is Nike Inc. Nike Inc is an American multinational corporation that designs, develops, manufactures and markets footwear, apparel, equipment and accessories with their own brands as well as those of other companies. It is one of the largest suppliers in the global sporting goods industry and has a presence in over 200 countries around the world.
Nike’s current promotional strategy consists mainly of Above The Line (ATL), Below The Line (BTL) and Through The Line (TTL) techniques. ATL techniques include television commercials, radio ads and print advertisements which are used to target a large audience on a mass scale in order to generate brand awareness. BTL techniques such as product sampling have been used by Nike in order to get customers to try out their products before making an actual purchase decision. Lastly, TTL strategies incorporate both ATL & BTL methods in order to create an integrated approach towards marketing their products & services – this includes campaigns such as celebrity endorsements which allows them to reach out to more people simultaneously across multiple channels.