The marketing promotional mix of Adidas and Nike during the Euro 2012 football campaign

Abstract

The purpose of this study is to assess the promotional mix used by Nike and Adidas during the European Football Championships of 2012 and to determine the television advertising effectiveness of these two companies during the same period. Design and Methodology - A case study was constructed using information gathered from secondary sources and a questionnaire was sent to the students attending a course at the University of Malta. The sample collected for the questionnaire was the students attending the University of Malta due to the fact that, according to industry analysis, it is the most active cohort in the industry. Findings - It was found that the advert of Nike was seen by more students than that of Adidas. Moreover, the advert of Nike seems to have been preferred by male respondents, contrary to that of Adidas which was more popular amongst females. Research Limitations - The main limitation of this study was time. If more time was available, the analysis could have been done on a wider cohort of respondents. Practical Implications - The study can be used by various companies that want to start a new advertising campaign targeting the students. They can use it to their advantage since they have an overview of what the students like and dislike of a television advert and thus they can produce an advert which targets them better. Value - Certain industries cannot afford to compete solely on product innovation or technology and promotion has gained higher importance in these industries. Thus, this research should help those companies since it stresses out the insights and opinions of the students and can help them to design more effective promotional campaigns.