Principles of Marketing Communications | Essay

Principles of marketing
communications
1/12/2020
Student Number
Module Name and Number: UMKC8L-15-M
Word Count
Title of Campaign: “I will what I want”

Marketing 1
Principles of Marketing Communications
The essay aims to assess the ability to critically analyse and assess the topical communication
issue/campaign and also to determine and integrate a suitable selection of the essential
communication literature to offer the context, structure and objective support for the entire
conclusions. The essay includes the highly successful multi-channel trans-media campaign for
Under Armour, ‘I will what I want’ was launched in 2015 to resolve critical issue of the business
that says how does a brand long associated with the American Football win over a enormous new
target that outright discards brand. As per the original campaign, it includes how it has attained
the 28% sales increase as well as how it affects the perception towards the brand. The analysis of
the campaign has been done with the use of the theories as well as the different concepts. In the
end, there is a reflection for making the clear linkages among the critical evaluation as well as
the content of the module. The study of the module has led to influence on the interpretation of
the marketing communication campaign.
“I Will What I Want” campaign introduce by Under Armour show biggest women-focused
campaign forever. The campaign launched with the spot featuring Misty Copeland and this
advertisement is featured in TV, print as well as the digital content to inspire sporty women
(Macleod, 2014). The campaign message shows the story of the Under Armour who twisted their
Uber-masculine sportswear brand into sign of the feminine athletic inspiration. The campaign
begins with the truth about how their target methods then advanced into the big cultural vision
about what it refers to the women in twenty-first century (Angulo, 2015). In the study, this has
been found that it is interpreted into the inspired idea that associated the sturdy performance
values to true stories of the women today for attaining the success on their terms. In the research,

Marketing 2
this has been found that the campaign put brand at heart of the cultural conversation for
completing the comprehensive for attaining the overall turnover in linking with the new target as
well as an astonishing 28% sales improvement. Adding to this, the campaign becomes a recalling
call that women across the world could truly call their own. It has been found that the brand long
associated with the American football win over the massive new target that the outright rejects
the brand (Kirkpatrick, 2017). Under Armour was born out of the football in the year 1966 with
the motive to make all the athletes better. In the research, this is very clear that brand history
makes the brand to be associated with football. The brand was born in football which is
considered as ultimate alpha-male sport. Considering brand, own admission as preceding
attempts to request to the women as they were to just pink it and shrink it.
The campaign consists of the use of the different symbols, logos and non-verbal communication
message. In this, the semiotics is an investigation about the way meaning is created as well as
communicated to the audience. It is considered as the origins lie in the study of the signs as well
as symbols that form the meaning. The campaign “I Will What I Want” shows that the semiotics
that the brand wants to communicate is women athletic aspiration. As per the study, the
campaign positively twisted uber-masculine Under Armour into the sign of the female athletic
objective and they put brand at emotion of the cultural discussion (Greenberg, 2015). The
message which symbol of the campaign that company wants to leave is forming a campaign that
champions females who don't imitate to prediction of the hardcore sports apparel but whose
meaning of the athleticism is no less authentic which shows that women who will what they
want. Under Armour uber-masculine image has become a polarizing barrier to the women due to
which they started the campaign and showed the symbol.

Marketing 3
In the campaign, “I Will What I Want” Non-verbal message code which is considered as one of
the methods of the communication. The non-verbal communication consists of the facial
expression, posture, gesture, tactical stimulation, tone of voice, body movement and many
others. The campaign is all about girls and women whoever are involved in any of the profession
(Mirimar Los Angeles New York, 2019). The campaign includes the digital native in which they
target the people include trainers, family, friends, influencers and many others. The company
launched the campaign with the Misty Copeland's who presented their personal story on the
video by performing the activities which include the dance moves which shows there facial
experience and moves that shows women will what they want. Next, Under Armour signed
women to whom they would be judged supermodel Gisele Bundchen. The women are involved
in the campaign who displays the different physical activities that they perform. Non-verbal
communication is done in which they showed their body movement, facial experience, posture
and gesture (Smiley, 2015). All these left a message for the audience that the women brand
Under Armour is stylish as well as empowering.
In the campaign, the main motive is to communicate which is a systematic representation of the
process that helps in understanding the way communication can be done. In the campaign, there
is the use of the different types of communication which can be understood with the help of a
different model. One of the models that can help in the evaluation is a linear model which is a
one-way communication that provides the message through their message to the mass audience.