When faced with a competitive market and athletic shoe giants dominating advertising and having more resources to hire top-tier athletes to promote their products, it is essential for Jiffy Joxx to first focus on the exact market they are targeting.  A broad campaign might seem logical, but product placement and building relationships with their target consumers would go a long way in establishing their new shoe.  Showcasing their products during women’s basketball games in the countries they sell in can quickly give their brand the exposure it needs.  Showing the public the respect it has for not only the consumers but also the areas in which the shoes are manufactured and understanding the political and social markets where the shoes are sold can help tailor the advertising to current markets and help maintain social awareness in those markets.

     What role product publicity can play in marketing?  Regarding product publicity, Jiffy Joxx should promote their product in stories and features that highlight the brand in media outlets they know their customer’s target. Also, using their brand as a sponsor for events that draw potential customers is a good way to publicize their product.  It also helps when a company’s brand gives back to causes fundamental to the targeted consumers.

     By creating a product in a popular area like sports, Jiffy Joxx addresses that it knows its advertising has crossed a significant hurdle because it knows where its customers are and what they will be watching, reading, and consuming.  Figuring out where to promote their product is almost entirely done.  Unlike men’s apparel, which covers a more widespread advertising base, women’s athletic shoes can focus on specific areas to advertise and build public support without having to cover multiple demographics and platforms.

     While expensive, sponsoring an event exposes your brand to specific areas where your customers will be gathered. A great example is the X Games. Attended primarily by younger people, the X Games advertisers, like energy drinks, sports apparel, and beauty products, know their PR can be built with advertising and product publicity.  When your brand is highlighted at big events, the opportunity to grow has few limits as long as the promotion respects the sport, the athletes, and the consumers.

     Promoting products outside the United States requires considering the social climates of overseas markets.   To address governmental and religious limitations, the company must formulate public relations in other countries involves understanding those societies and a respectful integration into their laws and beliefs.  Globalization of markets is helped by social media and internet advertising, which can give exposure that was difficult earlier.  Organizations also face hurdles in other countries because those countries and the manufacturers want to maintain their market share in their own countries.  Cultural hurdles are also challenging to navigate, as words with specific meanings in the U.S. must be adjusted when organizations are trying to infiltrate global markets.

     When addressing the issue of cheap labor, it seems organizations would want to avoid bringing up their practices. However, they must be able to address how their manufacturing process actually works and what steps are taken to promote decent wages, safe working conditions, and worker respect. Showing these factors and how manufacturing is helping the areas where manufacturing occurs can help companies build respect among consumers.  However, directly addressing these issues without being asked seems to be a dangerous strategy.  Stay quiet when necessary, but be prepared just the same.