Assignment 1: Marketing in the Media 2013 Table of Contents Introduction 3 Media Selection 3 Marketing Issues faced by Nike 5 Major Stakeholders Involved 6 Lessons Learned from the Marketing Campaign 7 Individual Opinion about the Marketing Campaign 7 Conclusion 8 References 9 Introduction Over the past few decades, the marketing paradigm has changed from being a sellers’ market to be regarded as a buyers’ market where there are more products and services customised for people…
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Even during challenging economic conditions, when organisations attempt to reduce expenses and enhance revenue, the marketing ideas concentrate on the objectives of accomplishing long run success, rather than short run profits (Boone, 2012). Based on this this aspect, the assignment will analyse the marketing campaign of a globally leading organisation namely Nike. The objective of the assignment is to analyse the recent marketing campaign organised by Nike namely “Just Do It”. In this marketing campaign, brought into limelight in the year 2013, Nike has aimed to redefine its key marketing mantra i.e. “Just Do It”. With this consideration, the assignment describes the marketing aspects related to the redefined campaign such as media and stakeholders among others. Media Selection One of the most important aspects of marketing is media selection. The media of marketing must be matched with the overall objectives of the marketing communication program. The media selection process starts with careful analysis of the target market. In this context, it can be stated that the target customers of the concerned marketing campaign of Nike is based on people who aim towards being athletic (McGraw-Hill Education, 2012). The following figure demonstrates the new marketing campaign organised by Nike. Fig 1: Marketing Campaign of Nike Source: (Nike, 2013) There are several types of media that are available for marketers and one of the most prevalent media is digital media. Over the past few years, digital media has continued to emerge as a key medium for marketing in most organisations. Digital media has grown beyond its origins as a media of interest exclusively because of direct reaction of marketers. Through digital technology, organisations are able to compete with every aspect of marketing communication and traditional media channel. The boundaries of digital media are diverse in nature because it not only acts as a way of communication, but also as a mode of spreading a message. Digital media provides flexibility to marketers in the competitive business environment as well (McGraw-Hill Education, 2012). Due to the increased importance of digital media and rapid utilisation of internet, Nike has started concentrating on digital marketing strategies. In present days, people around the world spend considerable amount of time on digital media and less time on traditional media. Hence, Nike has also started to put much emphasis on digital media such as internet and social media in order to reach the target customer base. The ‘Just Do it’ campaign of Nike was started in the year 1988 which has proven to be a successful campaign. The slogan of the campaign represents an inspirational brand image for Nike. In order to exploit the current market trend, Nike has again launched ‘Just Do It’ campaign by redefining it to the target customers. Nike has used digital media such as internet and social media in order to communicate its message to the target audience (IBS Center for Management Research, 2012). Marketing Issues faced by Nike There are several marketing issues which are faced by Nike while using digital media for the new marketing campaign. Several marketing experts stated that the digital marketing
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