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,

Principles of Marketing Communications | Essay

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