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Marketing Communications Programme of Adidas - Essay Example
Pages 7 (1757 words)
Marketing communications programme of Adidas Marketing Communications, or MarCom for short, is the process of communicating certain information and details, which the organization wants to give away to its stakeholders particularly its customers. As Shimp (2008) states, marketing communications is just one element of the marketing mix, under which companies use various communication methods, so that they will be able to break through the clutter, and reach the targeted customer base, with the aid of interesting and effective persuasive messages…
The role of communication audit is to find whether the intended person is decoding the message in the manner, in which the messages were designed when encoded. When this communication audit is done on a real organization like Adidas, it gives interesting perspectives or results of their MarCom strategies. Adidas is the Germany based sports equipment and apparel manufacturing company, and along with Reebok, Taylor Made and Rockport constitutes the Adidas Group. Adidas is the second-biggest sportswear manufacturer in the world in terms of revenue and reach, following Nike and when it comes to Europe, it is the largest manufacturer. (freebase.com). ...