Nike Campaign

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nike campaign

When I learned that I had to write this research paper, instead of procrastinating, I convinced myself to JUST DO IT. This phrase also happens to be one of the signature phrases of the leading athletic apparel company, Nike. The JUST DO IT campaign has been very successful for Nike, but it is not he sole reason for their success. Nike's campaign has definitely persuaded me to go out and buy a few Nike products. So what exactly does Nike's persuasive campaign consist of? This paper will discuss all aspects of Nike's persuasive campaign. Some of the campaign's strategies, goals, and techniques will be revealed. Some persuasive theories that can be applied to the Nike advertising campaign will be identified and
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The advertising of Nike by stores, who are not committed to only Nike, would fall into this category. For example, even though Foot Locker sells almost every athletic shoe there is, it features only Nike in many of its advertisements in magazines. Stage four, which is penetration, means that the product has successfully cornered an area of the market. As a result, other companies may try to market a replica of the product. Nike has definitely cornered the market in athletic apparel. Nike has created a power brand in the athletic market. Nike was the first shoe manufactuer to enter the clothing realm. "Nike raced ahead of the pack by exploiting its brand power to move from athletics footwear into athletics clothing, turning itself into a aymbol of fitness and well-being" (p. 24, Court). Other shoe manufactuers caught onto this trend and developed their own line of athletic clothing. The last stage of the model is distribution. The campaign needs to be able to deliver or live up to the promises made. In this final stage, the campaign succeeds and becomes institutionalized. The campaign must be able to give back to those who have supported it. Nike does this with rebates, coupons, and incentives for store owners. Nike also does not have a problem with replacing or reimbursing the consumer if there is a problem with their purchase.

One of the first theories discussed in our text that can be applied to Nike's
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