A Report on the Effectiveness of Nike's Advertising Campaigns

This report provides a comprehensive analysis of Nike's advertising and communication strategies, focusing on the effectiveness of its campaigns. The report begins with an introduction to advertising and marketing, followed by an examination of Nike's overall marketing approach and its ability to build customer loyalty. The core of the report analyzes the 'You Can't Stop Us' advertisement, discussing its impact and relevance, particularly during the COVID-19 pandemic. It then delves into the SMILE technique (Simple, Memorable, Interesting, Linked to the Brand, Emotionally Involving) to assess the advertisement's effectiveness. The report identifies Nike's target market, including demographic, geographic, behavioristic, and psychographic variables. Finally, it explores Nike's media placement strategies, highlighting its use of 'through the line' marketing to reach customers. The conclusion summarizes the key findings, emphasizing Nike's success in increasing product productivity and brand loyalty through effective advertising and communication.

Advertising and
Communications

Table of Contents
Introduction .....................................................................................................................................1
Nike: An effective marketing piece............................................................................................1
'You Can't Stop Us'- Nike...........................................................................................................1
SMILE technique .......................................................................................................................2
Target Market .............................................................................................................................2
Media Placement ........................................................................................................................3
Conclusion ......................................................................................................................................3
References .......................................................................................................................................5

Introduction
Advertising and communications suggest that a material which is broadcast or published
on behalf of an advertiser or marketer. These advertiser or marketer promote their products,
service or organisation that attract the customer. The discussion is based on an effective
advertisement, named as Nike: Just do it. The advertisement is an American based multinational
corporation engaged in design, manufacturing, sales, equipment, accessories and services. This
report includes the target group and SMILE technique to analyse how effective is the
advertisement (Hannan, 2019).
Nike: An effective marketing piece
Nike is seems out to be really effective campaign. To build the loyalty of customers, Nike
generally focus on creating the best meaningful stories on their products so that they really
attract the customers. By offering their products in large size of people, the market share of Nike
company is much higher than any other sports company. The basis agenda of Nike is to value
their customers and they always make sure to provide a quality product (Haley and Blakeman,
2018).
Nike remains as an effective marketing piece because it has some best products in the
marketing world. Nowadays it can be suggested that this brand is on the top in sports industries
out of which advertisement of such products attracted so easily. It is still called to be as an
effective marketing piece because Nike has the best marketing strategy and invest a lot in their
marketing to remain worth. They use emotional marketing tool for promoting their products,
celebrity endorsements, develop high quality of products, use effective marketing technologies
and compete at their best with other sports companies. They promote their products with high
level celebrities, sports person, athletes and sponsorship agreements. Nowadays Nike focuses on
marketing on the internet and emails, increasing sponsorships and utilized the multimedia
marketing campaigns (Yoga and Paramartha, 2018).
'You Can't Stop Us'- Nike
This advertisement of Nike has been given at the time of Covid 19 which reflect that no matter
what, Nike is always there to help you. This advertisement was narrated by Megan Rapinoe to
celebrate the sports activities as a inspiration to look forward and carry on.
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SMILE technique
The technique reflected a creative scenario on the basis of simple, memorable, interesting, linked
to the brand and emotionally involving with the advertisement to achieve growth and success.
Simple: It denotes that an advertisement should be way simple so that people can easily
understand about the product and knows the tag line. In context with 'You can't stop us'-Nike,
products are all simple and attracted the customers at the time of Covid-19 so that people will
develop more interest in sports activities (Hackley, 2018).
Memorable or impact: It states that the impact of any product or its advertisment must have an
amazing trademark or a value so that people could understand about what company has to say. In
relation with Nike advertisement You can't stop us has an amazing moral ethics that no matter
what Nike is always there to help you.
Interesting and relevant: The components reflect various colours and other shades which
company make to increase sale. At the time of Covid 19, Nike has been started making their
products on the basis of innovative ideas so that people develop more interest towards the
products of Nike.
Linked to the Brand: It refers to advertisement which give a clear view to the people. In
relation with 'You just can't stop' advertisement, it always gives a clear idea to the people and
make it understandable to the people.
Emotionally involving: It refers to how people increase their brand loyalty by increases the
customer engagement. In relation with 'You just can't stop' advertisement, emotional involved by
reflecting images and slogans (Applequist, 2018).
Target Market
The target market of Nike is for all the athletes and sports person of any age. There are some
variables which set the target market such as:
1. Demographic variables: To target the individual human beings on the basis of their age,
life cycle, generation, gender and occupation are comes under the demographic variables.
To build the long term loyalty of their customers, Nike always make sure to target their
customers especially who belongs between the age of 15 to 25 so that their loyal will be
set for longer duration of time. By taking an example, the world cup which was held in
2014, Nike advertise their products on television right before the world cup. They
sponsored n numbers players who play soccer and even sponsored soccer athletes.
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2. Geographic variables: It refers to different segments of marketing which include
regions, cities and market nations in which Nike has been promoted their products. One
of the example includes that Nike deploys many advertisements and marketing
campaigns in United States for football and baseball products (Egan, Hirshfield and
Buntain, 2018).
3. Behaviouristic variables: Nike focuses on expressions and feelings of customers. In
other words, it can be said that Nike always make sure about what products are the
choices of customers. To provide the customers with various choices, quality and
innovations the company expand there business and achieve growth.
4. Psychographic variable: In this group, Nike target specific lifestyles and personalities
who enjoy sports.
The above discussion concludes that to build the loyal of consumers, Nike always target
the group of 15 to 25 years of age people. If Nike wants to expand their business then they will
definitely target the geographical and behavioural variables.
Media Placement
Nike is a global leader in the athletic footwear due to which they use 'through the line'
marketing. This is the marketing used by Nike is one of the integrated approach because the
company uses both ATL and BTL to reach their customers and generate conversions. Nike uses
one of the amazing advertisement which is also the reflection of TTL marketing. 'You just can't
stop' is one of the amazing advertisement that featured with promotional codes for a discount on
purchases at local outlet (Lou and Koh, 2018).
Conclusion
The above discussion concludes that advertisements and communications is an effective
way to reach the respective customers and increase productivity. The chosen advertisement is
'You Can't stop us' is one of the amazing advertisement which really gain customers and their
brand loyalty because the Nike company has been set up a ethical value that no what what we
should always there to help you. The company has succeeded in increasing the productivity of
their products even at the time of Lock down by online sales. This report includes target market
where 15 to 25 years of age group are more likely to purchase products from Nike in all over the
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world. In addition to this, Nike uses through the line marketing strategy for the media placement
because reaching towards customers is very easy and it generated conversions.
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References
Books and Journal
Tsichla and et. al., 2019. Greek political advertising in retrospect: a longitudinal approach.
Communication Research Reports, 36(5), pp.404-414.
Egan, B., Hirshfield, L., Costa, M.R. and Buntain, N., 2018. Trust in native advertising: The
neuroscience behind the processing of branded content. Journal of Digital & Social
Media Marketing, 6(3), pp.259-272.
Haley, E. and Blakeman, R., 2018. Case Study: Teaching Design in Advertising. Lessons From a
Portfolio School. Journal of Advertising Education, 22(2), pp.73-88.
Hannan, S., Facebook Inc, 2019. Location event advertising. U.S. Patent 10,332,150.
Yoga, I.M.S. and Paramartha, I.G.N.D., 2018. Attitude, intention, and consumer behaviour of
millennial generation toward location-based SMS advertising. International research
journal of management, IT and social sciences, 5(6), pp.60-70.
Hackley, C., 2018. Advertising practice and critical marketing. The Routledge Companion to
Critical Marketing, pp.185-195.
Applequist, J., 2018. The introduction of the medicinal partner in direct-to-consumer advertising:
Viagra’s contribution to pharmaceutical fetishism and patient-as-consumer discourse in
healthcare. Qualitative Research in Medicine and Healthcare, 2(2).
Lou, L. and Koh, J., 2018. Social Media Advertising Effectiveness: A Conceptual Framework
and Empirical Validation. Asia Pacific Journal of Information Systems, 28(3), pp.183-
203.
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