Ch. 16 - Advertising, Public Relations and Sales Promotion

Chapter 16 of MKTG: Principles of Marketing focuses on Advertising, Public Relations, and Sales Promotion. Since Foot locker carries many brands that are in competition, they don't advertise as much as the individual brands they have, do. They've gotten together with Adidas and Nike to produce advertisements. Foot Locker, INC. has advertising campaigns when they feel it is necessary. For example, in August, when students are going back to school, is the perfect time for Foot locker to advertise to young people about their newest products.

When they do advertise, Foot locker pulls people in by including some of the most famous basketball players and creating a series of commercials that tie together to tell a story but to also showcase their products. In August 2014, Foot locker released videos for their Short Memory campaign, featuring basketball player James Harden. James Harden's whole outfit could be purchased at foot locker, from his Nike t-shirt to his Nike tech sweatpants, to his Huaraches sneakers. A little more than two weeks after its release, it had 7.7 million views and was the most watched campaign to that date.

Here's the ad:

If it is not viewable, here's the link: http://youtu.be/he2t3zNCEgk

Sources

http://www.visiblemeasures.com/2014/08/18/here-is-foot-lockers-strategy-for-branded-video-success/