Nobody downloaded yet

Nike Just Do it advertising campaign analysis - Essay Example

Comments (0) Cite this document
Summary
This essay describes and analyzes one of the most significant and successful advertising campaigns "Just Do It" by Nike. Nike aspires to be world’s leading sportswear company through providing its customers with quality athletic footwear and apparel. …
Download full paperFile format: .doc, available for editing
GRAB THE BEST PAPER97.3% of users find it useful
Nike Just Do it advertising campaign analysis
Read TextPreview

Extract of sample "Nike Just Do it advertising campaign analysis"

Download file to see previous pages Major trends in marketing Global marketing has witnessed several trends that have revolutionized the ways companies inform and persuade customers to start using their products and services. One of the trends is the shift from mass media advertising to specialized media that caters for personalized consumption patterns and segmentation of the market in terms of income levels, tastes and preferences (Batra, Myers and Aaker, 2009). In this case, Just Do it campaign initially focused on the mass market through appealing to target audience regardless of income, age, and sporting activities. However, Nike shifted the campaign to niche markets such as athletics sports, football and young generation who prefer fitness through seeking celebrity endorsements (Batra, Myers and Aaker, 2009). Another trend is the use of data-based marketing as opposed to focus marketing thus Nike has shifted its efforts to market research activities that aim at identifying the consumer incomes changes, changes in tastes and preferences (Shah, K & D’Souza, 2009). Accordingly, the internet and new media channels like YouTube, direct marketing through e-mails and digital platforms like twitter and online discussion forums have enabled Nike to cut its advertising costs on traditional media and focus on new media channels that elicit high feedback and interest among consumers. Web-based marketing has enabled companies to reach the global market due to instance response and its ability to elicit responses. Another major trend in marketing is the event marketing that entails face-to-face conversations via trade shows, live events and corporate meetings (Carbasho, 2010). Nike uses several sporting events to...
This essay " Nike ‘Just Do it” advertising campaign" analyze Nike's commercial and why it become so successful. Nike aimed at attaining several objectives with the ad campaign. First, the company wanted to gain brand awareness and recognition during the fitness craze in order to gain market share in the American market. Accordingly, the company aspired to create good relations with potential consumers through providing inspiring messages and encouraging consumers to pursue their dreams. At the same time, Nike was geared at informing the consumers of the benefits of fitness, sports and benefits that could be derived from purchasing Nike’s athletic shoes and sporting apparel. Accordingly, the use of the slogan in merchandise such as school bags and jumpers was geared at creating primary demand for the non-sport and Nike-related commodity market through demonstrating the value of Nike products. Advertising aims at positioning the product in order to create a distinctive impression on the minds of the consumers and assign an intangible value to the brand. Accordingly, Just Do It ad aimed at linking the social lifestyle in America with the brand’s image through making consumers understand Nike cares for their health and wellbeing. In addition, Nike aimed at winning back the previous customers who had shifted to competitors like Adidas and minimise the existing negative attitudes towards Nike products). Nike sought to build brand loyalty in a friendly manner and increase sales among the existing consumers. ...Download file to see next pagesRead More
Cite this document
  • APA
  • MLA
  • CHICAGO
(“Nike Just Do it advertising campaign analysis Essay”, n.d.)
Nike Just Do it advertising campaign analysis Essay. Retrieved from https://studentshare.org/marketing/1495090-nike-just-do-it-advertising-campaign-analysis
(Nike Just Do It Advertising Campaign Analysis Essay)
Nike Just Do It Advertising Campaign Analysis Essay. https://studentshare.org/marketing/1495090-nike-just-do-it-advertising-campaign-analysis.
“Nike Just Do It Advertising Campaign Analysis Essay”, n.d. https://studentshare.org/marketing/1495090-nike-just-do-it-advertising-campaign-analysis.
  • Cited: 0 times
Comments (0)
Click to create a comment or rate a document

CHECK THESE SAMPLES OF Nike Just Do it advertising campaign analysis

Advertising campaign analysis: BMW

...? Advertising campaign analysis: BMW BY YOU YOUR SCHOOL INFO HERE HERE 0 Introduction The luxury carmaker, BMW, understands the lifestyle characteristics of its target consumers which translates into effective ad campaign development with certain values, beliefs, and behaviours of the firm’s most profitable markets. Unlike other automakers that often focus on product and pricing, BMW establishes a brand personality that is consistently aligned with target customer standard of living. BMW, as a luxury product, is priced higher than other automobiles offered domestically and internationally, with an emphasis on quality and opulence. What differentiates BMW from its...
9 Pages(2250 words)Essay

Marketing Campaign of Nike

...Analysis of Marketing Campaign of Nike – “Find Your Greatness” Introduction A large number of advertisements are bombarded to audience through all possible channels. Corporations continue to seek their ways in daily life of public. Numerous strategies and tactics are utilized by marketers in order to penetrate the subliminal message present inside an advert. A successful ad is the one that conveys the core message correctly and accurately to the audience that is, audience must understand what is being conveyed. Marketers find ways to make their products appear constructive for consumers. This paper emphasizes on a recent marketing campaign of a large...
7 Pages(1750 words)Essay

Advertising campaign

..., an indigenous advertising organization.  Nike then inaugurated its status for crafting unique and exciting ads, commencing with its "Just Do It" watchword in 1988. Campaign strategy – rationale The rationale for Nike’sJust Do It” campaign strategy were numerous. First, the management of Nike at the time thought it would be a good idea to increase its sales. This is because without proper marketing, their sales had increased significantly. This happened mainly through the use of word of mouth. As a result, through more discussions, the management came with the idea...
9 Pages(2250 words)Essay

Advertising Campaign

...a marketing degree helpful for their career. The chief objective of the promotion is to double the awareness of UniSA'smarketing degree in Hong Kong in a year and increase the applications for the degree by 30 per cent. STRATEGIES The promotion should highlight the key benefit or unique selling proposition (usp) of UniSA that should immediately appeal to the target audience. That is to say it should tell the audience how the University of South Australia is different from its competitors. A perceptual mapping will prove beneficial in this regard to chart the target audiences' perception of UniSA compared with that of Harvard school of business. "Before you embark on an image advertising campaign, you...
2 Pages(500 words)Case Study

Advertising Campaign

...brand image: The theories of advertising effectiveness', Journal of Advertising Research, 20, 5, pp. 9-16 Mittal, B 2004, Public assessment of TV advertising: faint praise and harsh criticism, Journal of Advertising Research, 34, 1, pp. 35-42 Patti, CH 1998, Advertising: Decision-Making Approach, Dryden. Rich, CP 2000, 'Target marketing: Who is doing what', The Magazine for Magazine Management, November. Schumann, DW 2005, Advertising and the World Wide Web, NJ, Lawrence Erlbaum Associates. Sheraton's $20 Million TV Ad Campaign About the Emotion of the Experience, not Just the...
9 Pages(2250 words)Case Study

Advertising Campaign

.... Accordingly, the ad copy of the publicity materials should as often as possible play on housewives doing their laundry. The advertising campaign can do without print ads, or used sparingly if at all, since housewives as a rule don’t read newspapers. Some advertising campaigns need to be combined with public relations component to achieve their objectives, and here consumer grouping and knowledge of the socio-economic profile of the market plays an important role even more so. There was this project handled by a Manila-based advertising agency that seemed difficult from the beginning. The government...
5 Pages(1250 words)Essay

Advertising Campaign: Blackberry Bold

...The BlackBerry Bold Campaign Analysis The marketing campaign behind the recently released BlackBerry Bold has its share of hits and misses. Thecampaign, spearheaded by RIM and AT&T, launched several advertisements and commercials in an attempt to capture a cross band of consumers for their new product, but in doing so may have fallen short of its initial goal. The most well known commercial appeared on CNBC, and depicted a track runner running the 200-yard dash while engaged in his BlackBerry Bold. The marketing goal was to connect to the sports and athletic minded demographic. The commercial shows the runner’s legs moving at a supersonic speed while...
5 Pages(1250 words)Essay

Analysis of a Fashion Advertising Campaign

...Fashion: Analysis of a Fashion Advertising Campaign of the of the Contents Contents 3 Background 4 Analysis 4 Image of the Brand 9 Values 9 Target Audience 10 References 12 Bibliography 13 Background Advertising plays a very important role in creating perceptions regarding fashion brands. Dolce and Gabbana has almost always used hyper sexuality in its advertising campaigns. According to the findings of Kilbourne (2005 cited in Gill, 2008) the use of sexuality in fashion brand advertisements rose from one-third in 1964 to one-half in 2003. Dolce and Gabbana has been well known for the use of...
5 Pages(1250 words)Admission/Application Essay

ADVERTISING CAMPAIGN

...that offers quality food for dogs and cats. The company designs all its advertisement campaigns in a manner that outlines its products to be of superior class for all pets. Purina Pet Care desires to establish a strong brand image so as to ensure that it is number one choice of all pet owners. Their target market is growing and young families who are inclined towards having more than one pet. In all Purina Pet Care’s advertisements main focus is pets and their owners. One of their recent campaigns had a tagline “a dog food you can rely on”. This statement clearly states that Purina Pet Care considers them to deliver superior quality dog food in America. A new...
3 Pages(750 words)Assignment

ADVERTISING CAMPAIGN

...Advertising Campaign The Smile of a Dog is a Sign of Success Objective: To inform the dog owners on how the “high-quality ingredients for outstanding nutrition and taste” being made by the Purina Pro Plan make dogs happy. Specific Objective: to ensure pet owners have made a step towards making their dogs smile. Budget: advertisement of this campaign will be through print ad. As a result of this, it will cost approximately $1000. Message strategy: majority of the pet owners do not know that the dogs that are often jovial are the most attractive (Astrid, 2013). Purina Pro Plan dog food constitute of ingredients that keep dogs healthy. Media strategy: the...
2 Pages(500 words)Assignment
sponsored ads
We use cookies to create the best experience for you. Keep on browsing if you are OK with that, or find out how to manage cookies.

Let us find you another Essay on topic Nike Just Do it advertising campaign analysis for FREE!

Contact Us