Chapter 16: Integrated Marketing Communications

According to the text in "MKTG", there are two major categories involving communication; interpersonal and mass communication. Umbro is involved in both but mostly throughout the years they have been around, interpersonal communication is a big concept to them. The company feels that interacting with another individual in person shows more enthusiasm and built communication. When being involved in any part of the business industry it is imperative to illustrate interest, organization, and great perception of your company. A prime example of them interacting with people is the event they hosted in Flushing, Queens. It was a one day league that obtained eight teams and the winner of that team took a trip to England and played against a foreign country club team.
Mass communication is also another way for the company to communicate with consumers through media. Umbro is not a big fan of this concept but still manage to utilize it. Why? Well it is a smart way to get a large audience's attention through videos, blogs, ads, games, and etc. Not only to get their attention and make them recognize the brand, but to expand the company worldwide. So far in the market Umbro's best mass communication project was the World Cup involving models from foreign countries. They used jerseys from different countries, the ones they designed, and advertised the World Cup by photographing them and posting it all over the world and web.