The Analysis of a Campaign of Nike

 Essay about The Analysis of a Plan of Nike

The Analysis of A Campaign of Nike " The Good Stuff”

Name: yuanyi zhao

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Contents

1 ) Abstract……………………………………………………………2

2 . Introduction………………………………………………………. 2

3. The campaign of Nike " the good stuff”…………………………3

4. Evaluation the plan ……………………... ……………………3

5. Effectiveness………………………………………………………12

6. Conclusion………………………………………………………... 13

six. References…………………………………………………………14

8. Figure references…………………………………………………. 15

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The research of a plan of Nike " the good stuff”

1 . Abstract

Nike launched a campaign called " the good stuff” to promote junior people operating, then enhance the product Nike+ that work with Apple. This advertising campaign includes Television commercial, poster and Facebook fanpage. This industrial have lots of good responses online. The purpose of this statement is to evaluate the reason why this kind of commercial successfully, and evaluate the brand approach the Nike used, the value of this survey is to offer some debate about Nike's strategy, and provide the reason why Nike play this plan succeed.

2 . Introduction

Determine 1 Nike logo Nike, is a great incorporated organization that designs, develops and markets globally athletic
 shoes or boots, apparel, gear and accessories (Gowda, 2010). Nike takes on a leading position in this area in the world. Bill Bowerman and Philip Knight build Nike in 1964, including first this called Blue Ribbon Sports. In 1978, Blue Ribbon Sports changed the name to Nike. Nike has a wide array of products, and it market segments these products underneath its own brand, such

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as Nike Golf, Nike Pro, Nike+, Air Test, Nike Skate boarding etc . Through this campaign, which will called " the good stuff”, the product involved is Nike+. While, with this campaign, Nike did not talk about any information concerning this product, it merely requires expresses a few motion and sprite to audience.

several. The campaign of Nike, " the great stuff”

This kind of campaign, Nike focuses on promote youth people to run, plus they use an strange way to reach this passion, Nike performs a craving dealer to sale " good staff” to the boy or girl. Saatchi & Saatchi (2011), the marketing agency whom made this plan for Nike announced for the official website, the film which is section of the campaign, thy aired this on the Net, TV channels Multushow and MTV, and in many cases put it inside the theaters in Sao Paulo and Rj. Besides, this campaign likewise insert in youth magazines and put the poster in nightclub, club. Nike also set a Facebook fanpage that was obviously a central place people could find all the good stuff. Additionally , Nike offers people that want should be running totally free training.

four. The analysis of this marketing campaign

 Commercial

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Figure 2 one scene from the commercial This TV commercial aired only in Brazil and U. T, while this film shown on the Net. This campaign was aim to promote working, and the potential audience is children, whose era among early to core twenty. This kind of commercial named " addiction” which is best target the audience. " Addiction”, this phrase always contains some meaning such as medication and awful, while through this commercial this use this expression to bring understanding of subversive and edgy the fact that youngster love to attract junior, and in reality, they are going to express a wellness addiction.

Figure 3 person from commercial who hooked running Apparently, the words in this industrial was the showcasing. It employed a way just like monologue,

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and the voice-over intentionally glues the choppy visual sequences together (Beltrone, 2011). The background music used a form of eerie piano chord, that in order to build an awareness of despite, stressed, fall into several situation and cannot receive out. All these were only outfit the theme-addiction. When the commercial started out, a tone was start off as well. This said: " Welcome to the world of addiction. The only addiction that is good for your system. " Once this phrases came out, it absolutely was successful catch the attention of consumers' interest already. That betrayed the conventional way to clarify the craving things. Consumer will want to know what...

References: Gowda, K. (2010), " introduction to Nike”,, looked at 13 November 2011

Saatchi & Saatchi, (2011)," New Nike Marketing campaign From F/Nazca Saatchi & Saatchi”,, looked at 13 November 2011

Magnus Söderlund, Micael Dahlén, (2010), " The " killer” ad: a great assessment of advertising violence", European Diary of Marketing, Volume. 44 Iss: 11/12, pp. 1811 – 1838

Brownish, T

Vincent, L. (2002a), Legendary brands, Chicago: Dearborn trade submitting, p. 35 Vincent, T. (2002b), Renowned brands, Chicago, il: Dearborn transact publishing, s. 40 Vincent, L. (2002c), Legendary brands, Chicago: Dearborn trade submitting, p. 84

Scott, Meters

Guo, G. (2011), " Nike " addiction” commercial speaks to its concentrate on younger audience”,, viewed about viewed 13 November 2011

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Figure 1 sold at google. com,, viewed for 13 The fall of 2011

Determine 2-7 offered by YouTube. com, 2011, < http://www.youtube.com/watch?v=XPTpEkdceic>, seen at 13 November 2011

Figure eight available at Nike Corre Facebook fan page,2011,, viewed for 13 Nov 2011

Number 9 offered at Nike #CIOSADABOA, 2011,, looked at at 13 November 2011

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