Often we think of marketing as purely done by marketers in big agencies in the form of print ads and television ads. We really need to expand our view of marketing. First, marketing incorporates both strategy and advertising, among many other things. Second, when we think of advertising in particular, there is both company paid advertising (e.g., those prints ads and annoying video commercials before the Olympics come on) as well as free publicity.
It was interesting to see this article and picture relating Kinesio tape to Olympic athletes. Athletes and athletic experts claim it helps improve performance and decrease possible over-extensions. Though think of this from the side of marketers involved with Kinesio tape - this is free communication about their product - or as we call it in the marketing world, publicity. Celebrity athletes are in a sense endorsing the use of Kinesio tape, thereby potentially causing desire for Kinesio tape to soar. What more could a company ask for than free publicity, top athletes as free celebrity endorsers, and also being features on one of the most watched programs around the world? Nice going makers of Kinesio tape. Get ready for the sales to role in.
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