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Sample essay topic, essay writing: Nike Campaign - 1477 words
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.. llow the viewer to associate with one of the best in their favorite sport, and possibly be like them by buying the same products. The last part of this theory is that "Mass-mediated messages have become so pervasive that we are on the verge of being overwhelmed by them" (p. 88). This is definitely true when it comes to "the swoosh." Evidently Nike was aware of this, because they have lightened up a little on "the swoosh." A 1998 article in Sports Illustrated states, "Well the sports world is about to get a little de-swooshed. Not only has the company announced that it plans to cut endorsement spending on pro athletes by $100 million per year, but it is also said to be planning to curtail the use of the swoosh on many of its retail products.
Instead of being displayed prominently on nearly all items, the swoosh would appear in smaller sizes (retailers have started to refer to a 'baby swoosh') in lighter shades, in less prominent locations-or not at all" (p.32, McCallum). Within the Mass-Media Effects Theory is the Technological Determinism Theory, which is also evident in the Nike campaign. This theory maintains that the "technology of any given era is the major determinant of the cultural patterns of that era" (p. 88, Larson). This is evident in Nike's use of technology in some of its advertisements
"Nike is an example of how to put together an integrated marketing campaign with the TV and the Internet playing to their own - and each other's - strengths. The fast-action TV commercials from Wieden & Kennedy, Portland, Ore., are cliff-hangers that urge viewers to find out how the spot ends at whatever.nike.com. People who do go to the site to find a multimedia bonanza and can watch video clips of several different endings" (p. 74, Carmichael). The Uses and Gratification Theory can also be applied to Nike's persuasive campaign.
This theory "assumes that receivers have various needs, ranging from low-order basic needs, such as food, shelter, or sex, to high-order, complex needs, such as self-identity" (p. 90, Larson). The effects of this theory relies on the audience actively searching for a satisfaction of their needs through the media. An originator of this theory, Jay Blumler, identified four needs that influence people to look to the media.The first need is surveillance, which is the necessity to keep track of the environment. Nike takes advantage of this need by coming out with new designs and products that people feel they need to have in order to keep up with the times.
Curiosity is the second need, and it deals with discovery and previously unknown information. A perfect example of Nike addressing this need is the whatever.nike.com marketing scheme. This consists of a commercial that begins on TV, but you have to go to the website to see the ending. Many people who do not even plan to buy Nike products may visit this website out of sheer curiosity. Thirdly, this theory consists of a need of diversion or the need to escape.
Nike sponsers many activities that people can participate in that can help them get away from the stresses of their everyday life. An article in American Fitness, describes how one woman attended a "Just Do It For You" fitness and fashion workshop co-hosted by Nike. The speaker was the founder of Jazzercise, Judi Missett. The author of the article writes, "Missets's inspirational words were followed by a video preview of the latest Nike advertising campaign, a lively and spirited focus on the healthy integration of mind, body and spirit. Nike's fitness message all started with running, the campaign says, but remember the running is toward fulfillment, towards dreams come true" (p.
3, Ferrari). Nike taps into the desires of the attendents of the workshop desire to do something for themselves, and according to the author the workshop was very effective. The last component of the uses and gratification theory is the need for personal identity. This is the need that Nike seems to try to appeal to the most. This need deals with the consumer wanting to have a sense of identity or belonging.
"This sense of identity may come from role models we see on television, from political views written in newspapers, or from a certain type of music that we listen to and identify with our own lifestyle" (p. 92, Larson). Nike's major argument for their campaign is that wearing their shoes will enhance one's performance. In order to prove their argument Nike uses Effect-to-Cause Reasoning. They show you the effect first, which is running the fastest or jumping the highest. Then they show you the cause, which is the wearing of their shoes.
I think this has a very positive and successful effect, because everyone wants to perform at the highest level. Ultimately, audiences are able to identify with personal experiences, and when persuaders tap into these experiences, the result is a positive one. Nike's campaign has been very successful over the years. In the past it has put out stunning numbers For example, an article in the magazine Advertising Age reflects some of Nike's numbers during the year of 1998. It states "The company has since gone from an 18% share of the domestic sport-shoe business to 43%, from $877 million in worldwide sales to $9.2 billion" (p.1, Garfield). These are very significant numbers and are proof that Nike's persuasive campaign is very successful. However, Nike began to see a drop in sales in the company's third quarter of 1998. "The Asia economic crisis, brown shoes, resignations, and boring ads resulted in soft markets, sagging future orders, and sliding economies.
Now Nike is a $9.5 billion company trying to get to $15 billion with a management team that is stretched too thin. If management of Nike wants to make Nike a $15 billion company, Nike has to make adjustments to the problems that the company faced in fiscal 1998 (p. 27, http://shrike.depaul.edu /~mcoscino/word.html). In order for Nike to be able to continue to stay on top, the problems referred to above must be addressed. They must try to correct the Asia crisis as best as possible and wait for it to pass.
Also, the trend of younger people buying brown shoes has caused the sales of the athletic shoe to decrease. Nike has to fight this trend by creating athletic shoes that are cheaper and show more individuality. Rather than trying to come up with new physical innovations to their products, Nike is changing it's marketing through a program called Alpha. Under this new program, Nike will market its most expensive apparel, sporting goods, and sneaker products as a unit. Nike will use "Alpha Athletes" like Tiger Woods and Michael Jordan, who will be dressed in Nike from head to toe.
This line of clothing is described in an article in Time magazine, "The first of those is brand Jordan, whose Jumpman logo has replaced the swoosh on those famous sneakers. Nike expects to sell $300 million in Jordan merchandise in fiscal 1998 and considers the brand to have billion-dollar potential. And Nike is creating a golf division around its $40 million swinger, Woods. He has his own brand, aimed at younger, more athletic golfers, and his togs carry his own logo, a swirling yin-yang emblem designed to reflect his Buddhist beliefs as well as his club speed. Another line, Nike Classic Golf, will target the country-club set" (p. 6, Saporito). After looking at the numbers Nike has put up in the past, I believe that they do have a successful campaign.
Even with the drop of sales, they are still leading in sales in the athletic footwear and clothing industry. BibliographyAuthor Unknown. "Introduction" (http://shrike.depaul.edu/~mcoscino/word.html)Carm ichael, Matt. "NIKE integration of TV, online a strong lesson" Advertising Age 31 March 2000. Vol. 71 Issue 5, p74, 1/4p, 1cCourt, David C.; Freeling, Anthony. "If Nike can 'just do it,' why can't we?" McKinsey Quarterly vol.
3 (1997): 3 March 2000<Wysiwyg://bodyframe.4/http://ehostv..t%20 do%20it%20and%20nike&fuzzyTerm=Dugard, Martin. " One mile at a time." Runner's World vol.30 (July 1995): 3 March 2000<Wysiwyg://bodyframe.4/http://ehostv..t%20 do%20it%20and%20nike&fuzzyTerm=Ferrari, Mary Beth. "Just for you, just for once." America Fitness May/June 1993: vol.11 3 March 2000<Wysiwyg://bodyframe.4/http://ehostv..t%20 do%20it%20and%20nike&fuzzyTerm=Garfield, Bob. "Nike's new 'I can' just doesn't do it as well. Advertising Age 19 Jan.1998: vol.69 3 March 2000<Wysiwyg: //bodyframe.4/http://ehostv..t%20do%20it%20and%20 nike&fuzzyTermLarson, Charles U. Persuasion: Reception and Responsibility 1998 eighth editionMatt. "The Swoosh Dominates" http://www.ga.k12.pa.us/academics/MS/7th/ulshafer/ berman/essay.htmlMcCullum, Jack; O'Brien, Richard. "Just Don't Overdo It" Sports Illustrated 12 October 1998, vol. 89 Issue 15, p.32, 2pNike Park. "Nike General Info & History" 1996 (http://nikepark.simplenet.com/nikeinfor.html)Sopa orito, Bill/ Beaverton.
" Can Nike Get Unstuck?" TIME 30 March 1998. Vol.151. No. 12Tuccinardi, Ryan. "Nike" http://www.pantheon.org/mythica/articles/n/nike.ht ml.
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