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Nike ‘Just Do it” advertising campaign analysis - Essay Example
Author : jarvismarvin
Pages 8 (2008 words)
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. …
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. ...