Marketing and Adidas Essay

Advertising plays a huge role in why people buy what they buy. This paper will discuss the different techniques used by brands in order to appeal to the intended group they are targeting. Some brands try to appeal to the most amount of people possible. However, some brands have a specific niche of people they try to appeal to. McDonalds is an example of a brand that tries to appeal to everyone. It has a general message that everyone can get behind, and they market it correctly. This is why they are one of the biggest brands in existence. However, Gymshark is a brand that tries to appeal to a specific niche of people. Their goal is to be the next Nike. They try to appeal to athletic people, who workout very often. Their products are similar to Nike, but they are specifically

The television advert will be about a kid who couldn’t be with his friends because he didn’t fit in as they all had the new Nike trainers, this is when the child goes to the local Nike store to purchase himself a pair and gets complimented by Gok, once he has brought the trainers he feels more confident to meet his friends.

Most of us have probably not seen the ESPN commercial featuring the 2013-14 Texas A&M Mascot Corporal, Parker Smith. These commercials first aired in August 2014, and have since become an entire series of very popular multimedia commercials for college athletics. however, what is it about these ads that make them so appealing? To answer this question, this paper will focus on the commercial for Texas A&M University: “The SEC Network 'Take It All In' -- Texas A&M Extended Cut.” Although this commercial does astonishingly little to actually depict the product it is advertising, its clever and inconspicuous use of modes of appeal persuaded a copious amount of people to purchase the SEC Network from their cable or satellite providers. At the

“Greatness is no more unique to us than breathing. We are all capable of it. All of us,” (Advertising and Society, 2013). A campaign that does a good job of achieving visual continuity is the Nike “ Find Your Greatness” campaign. The elements in the ad that are the same include the use of real people as compared to actors or professional athletes, copy heavy advertising, and focus on unique angles. Here is the link to the jogger ad of the “Find Your Greatness” campaign:

It was a series of videos featuring people of all walks of life exercising. Obviously the campaign was intended to create revenue for the sports retailer, but more than that it was intended to convince people to be healthier and more active. This is one still from the series of commercials. When a viewer first looks at the image their eye will first fall on the bold font, “Find Your Greatness” and the trademark Nike swoosh. The two elements build the image’s authority, so it makes sense that the creator would want a viewer’s attention to be directed here first. The audience will the notice the subject of the image, a running overweight boy. The subject himself will appeal to the viewer’s emotions as well as present a subconscious logical argument to the viewer; specifically, the audience will feel a degree of pride seeing the boy trying to get healthier. As the audience looks at the subject they would see this overweight, unhealthy child trying to make a change and they themselves may feel more empowered to make a change in their lives as well. While looking at the subject the viewer will notice his facial expression. This is the strongest appeal to the audience’s emotions and will undoubtable inspire feelings of respect and guilt. Respect for the effort being made by the boy and guilt because of how they themselves may be lazy and unhealthy from time to time. Lastly, the audience will notice the background setting

There are different ways on which brands can reach their customers and connect with them. Online Screen channels are becoming of main interest for brands to advertise in. From this, Youtube has become one of the main platforms on which brands decide to promote their content, not only because it is cost–effective, but because it can achieve a high impression by reaching a large audience. Different campaigns such as Volvo’s “The Epic Split”and Carrie’s Telekinetic café prank, prove the efficiency of such platform, and how different brands can take advantage of this to achieve viral marketing, such in the case of Bud Light’s Super Bowl “Up for whatever” campaign. The way in which the business approaches the consumer by taking advantage of

Advertisements have hidden messages, saying and signs that help in attracting the attention of the viewer. The advertisements have different elements that appeal to audience thus promote a stronger message. The ideas of ethos, pathos, and logos help in drawing interest from viewers and make them elicit some feeling about the product advertised. Advertising is intended to entice the viewers through logic, credibility, and emotions. The Nike Company advertisement, for instance, uses the ‘Weave your way to immortal’. The advertisement slogan proved to effectively sell Nike products and gain strong support from the audience. The company avails its

Nike is one of the largest athletic retailers in the world and the most important lessons learned when studying the successful brand include focusing on building a strong brand and the implementation of innovations. What is the first thing that comes to mind when you say or hear the word Nike? Just Do It! Swoosh! Kobe Bryant. Air Jordan’s, maybe? Well those are just a few of the many ways in which Nike has successfully managed to grow its brand. The prevalence of the Just Do It! tagline, along with the Nike swoosh, has allowed its customers to identify the brand without Nike having to say it continuously. Nike has managed to create strong emotional ties through the constant use of imagery and messages.

The Olympics is one of the oldest and most prestigious sporting events in the world. The 2012 Olympics and Paralympics held in London, UK, were extensively covered by the BBC and Channel 4. Leading up to these events, the BBC and channel 4 ran several advertisements promoting this coverage. BBC titled one as, “London 2012 Olympic Games”, while the Paralympics one was titled “MEET THE SUPERHUMANS”. These advertisements are great examples of innovative marketing, and it also shows the evolution of advertisement to the ever changing technological age, with new platforms such as social media. Through the utilization of numerous promotional and cinematic techniques these two advertisements entice and attract their targeted consumer audience. These techniques include the use of patriotic imagery, symbolism, famous landmarks, and the use of powerful and effective language.

Adidas is a sportswear manufacturing company started by Adolf Dassler. Adidas group has incorporated brands including Adidas, Reebok, TaylorMade-Adidas and Rockport. The wings of the company are widespread and have assimiliated other productions including handbags, shirts, spectacles, watches, balls, and sportswear. Adidas is being the largest company that sells footwear in the European market and have achieved a momentous market share at the global platform. Adidas has achieved phenomenal sale and have reached the pinnacle of success on the global scale with other international footwear companies (McDonald & Milne, 1999).

The same sports as before come back but this time the athletes are successful in their attempts. The advertisement ends with the familiar Nike slogan,Just Do It, and swoosh.

Marketing is a management function which involves creating, communicating and delivering value for an organisation’s customers (Kotler, Brown, Burton, Deans & Armstrong (2010). Although many earlier academics define marketing as merely a process of satisfying customer needs in order to gain profits, more recent developments of the definition include its inherent connection with delivering superior value to customers in order to maintain ongoing relationships (Webster, 1992).

The team tried to make the situations realistic and relatable. They based their advertisements off of their findings from their focus groups. For example they stayed away from using celebrities in most of their ads because they were perceived to be less credible than ordinary boys of girls.

Adidas Group, as one of the world’s retail leaders in sportswear, has as primary target the sports participants, including high performance athletes, as well as non-athletes who are inspired by those at the highest level of their sport, and those that really love sports as part of their lives.

Adidas is a major German sports apparel manufacturer, which was founded in 1948. It is the largest sportswear manufacturer in Europe and the second biggest sportswear manufacturer in the world, after Nike. The company's clothing and shoe designs typically feature three parallel bars. The company revenue for 2009 was listed at €10.38 billion. The market segmentation; targeting and position play an important role in this company. This essay will use the three factors to analyze this company.