Essay sample - The purpose of this assignment is to assess your ability to apply theory and models to advertising activities and evaluate the e

The purpose of this assignment is to assess your ability to apply theory and models to advertising activities and evaluate the e Essay example
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Marketing Name: University: Course: Tutor: Date: Nike ‘Just Do it” advertising campaign analysis Introduction Nike aspires to be world’s leading sportswear company through providing its customers with quality athletic footwear and apparel (Kaser, 2011)…


In addition, celebrities like Rafael Nadal, Roger Federer and Tiger Woods have endorsed the products. According to Kaser (2011), Nike’s “Just Do It” advertisement campaign and slogan is one of the iconic campaigns that have lasted for more than two decades. According to Shah and D’Souza (2009), Nike’s ‘just Do It’ campaign has been at the centre of the company’s brand image for more than two decades. Nike started the slogan campaign with an advertisement that featured 80-year old marathon runner Walt Stack talking about his daily 17-mile run. The campaigns has inspired people to ‘just do it’ thus opening up new possibilities for individuals who need to engage in physical fitness and sports. The Ad campaign was launched in 1988 when the company was losing market share to competitors like Reebok and Adidas in the athletic and sports apparel segment (Kaser, 2011). The campaigned worked well to people involved in sports and those not involved in sports as many people reported that the advert had inspired them to engage in things they never thought were possible. Segment target promotion Nike’s ad campaign inspired the entire mass market in America and especially the youthful generation that desired to engage in fitness activities. Accordingly, Nike targeted the people aged 18-40 years and women in the advertisement campaign thus increasing the overall market share and brand loyalty (Kaser, 2011). ...
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