Advertising in the mind of the consumer

Topics: Advertising, Brand, Nike, Inc. Pages: 6 (2327 words) Published: November 7, 2013
Introduction
In this report I have identified what I believe to be an effective advertising campaign and the ad I have chosen is the Nike: Just Do It advert. I have chosen this iconic advert due to the fact that Nike is such a massive business with tremendous global appeal. This advert coincided with Nike being associated with the swoosh symbol and even 20 years on they are still using that symbol on their adverts and products as opposed to using their company name. The aims and objectives of this report are to see how effective the Nike Advertising campaign was by comparing it how much they spent on advertising as opposed to sales and other various factors such as discussing the creative strategy undertaken by Nike, the advertising agency who designed it and the message and channel factors used to create the advert. The products that sold the best as a result of Nike’s advertising and also where the advert was most efficient. I will be researching Nike’s advertising campaign through many sources such as academic books and journals however most of my research will be done through the internet via case studies and other various pages. In this report I have also looked into who Nike’s main competitor were and how they managed to overhaul them therefore setting the foundations up for Nike’s prolonged success over the last 2 decades. Overview of Advertising Agency and the Campaigns Aims

In this part of the report I will be discussing the advertising agency in depth giving a complete overview and discussing the campaigns objectives. The advertising agency that helped Nike create perhaps their most iconic advert was Wieden and Kennedy. Dan Wieden met David Kennedy in 1980, at the William Cain advertising agency while working on the Nike account. They took Nike with them as a client after founding Wieden & Kennedy, which changed to Wieden+Kennedy on April 1, 1982, and remain the agency of record. The founder Dan Wieden credits his inspiration for Nike’s Just Do It campaign to Gary Gilmore’s last words. Dan Weiden, speaking admiringly of Nike’s can-do attitude, reportedly said, “You Nike guys, you just do it.” and as a result the “Just Do It” campaign was made. Their campaign for Nike was so successful that despite being a large company they are still known for their work with Nike. They have managed to set up many offices in New York, London, Beijing and Tokyo etc. They have worked on many different productions such as Battlegrounds, which is an MTV2 series showcasing streetball, and documenting Lance Armstrong’s path to his third Tour de France victory in 2001. The aims and objectives of this campaign were essentially to try and remove Reebok from their pedestal and establish themselves as the dominant market leader in the domestic sport-shoe business. The “Just Do It” campaign allowed Nike to further increase their market share from 18% to 43%. “After stumbling badly against archrival Reebok in the 1980s, Nike rose about as high and fast in the ‘90s as any company can. It took on a new religion of brand consciousness and broke advertising sound barriers with its indelible Swoosh, “Just Do It” slogan and deified sports figures. Nike managed the deftest of marketing tricks: to be both anti-establishment and mass market, to the tune of $9.2 billion dollars in sales in 1997.” This was a quote from Jolie Soloman in Newsweek roughly a decade after the Just Do It campaign. The main aims were to try and get everyone to get fitter and leaner by doing anything related to exercise and they tried to get to consumers to do this making trainers seem cool and that doing exercise along with it was a new trend. As a result Nike managed to cash in on the jogging/fitness craze of the mid 90’s and therefore this enabled them to build on their brand and expand as many people already had their products. Nike took a different direction with their adverts after this by focusing on the consumer instead of the product which made it possible for...
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