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Harvard
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Business & Marketing
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English (U.S.)
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Topic:
Executive Summary: Advertisement Campaign Advert Analysis (Coursework Sample)
Instructions:
IDENTIFY AN ADVERT CAMPAIGN OF DIFFERENT OR THE SAME COMPANY.
ANALYZE USING CONSUMER BUYING PROCESS AS THE MAIN THEME
Content:
Executive Summary
The report included in this document looks at two adverts from two different companies company focusing on their similarities and differences. The report also investigates the motive behind the adverts and the expected results. The adverts under consideration are of Nike and Adidas company brands. Nike is a multinational company that deals with designing, developing and manufacturing of footwear and apparels as well as equipment and related accessories. The company also market and sell the same products and services. Nike is well known for revealing new adverts often with each carrying a new theme. Adidas is a multinational company headquartered in Germany with other subsidiary head offices in the major countries of the world such as in the US. The adverts under study here are the "Men vs. Women Challenge" and the "Impossible is Nothing" which were aired in 2009 and 2004 respectively. The first advert first appeared on the 72andSunny news where both male and female athletes joined the challenge. The second advert appeared on ESPN STAR Sports, Ten Sports 180 Amsterdam, TBWA San Francisco, and Adidas website before spreading on social media and YouTube. This analysis will look at consumer process, target market, market segmentation, perception as well as market mix and the motivation behind the adverts. The two adverts come from two similar companies that deal with almost homogenous products but rather apply different marketing strategies.
Figure 1: ’Men vs. Women Challenge advert
Figure 2: Impossible is Nothing advert
"IMPOSSIBLE IS JUST A BIG WORD THROWN AROUNDBY SMALL MEN WHO FIND IT EASIER TO LIVE IN THEWORLD THEY ‘VE BEEN GIVEN THAN TO EXPLORE THEPOWER THEY HAVE TO CHANGE IT. IMPOSSIBLE ISNOT A FACT. ITS’S AN OPINION. IMPOSSIBLE IS NOT ADECLARATION. IT’S A DARE. IMPOSSIBLE IS POTENTIAL.IMPOSSIBLE IS TEMPORARY…..…..IMPOSSIBLE IS NOTHINGâ€.
Table of Contents TOC \o "1-3" \h \z \u Executive Summary PAGEREF _Toc450731792 \h iFigure 1: ’Men vs. Women Challenge advert PAGEREF _Toc450731793 \h iiFigure 2: Impossible is Nothing advert PAGEREF _Toc450731794 \h iiiAdvertisement Analysis: consumer buying process PAGEREF _Toc450731795 \h 11.0 Introduction PAGEREF _Toc450731796 \h 12.0 Perception PAGEREF _Toc450731797 \h 23.0 Consumer Buying Process PAGEREF _Toc450731798 \h 34.0 Problem Recognition PAGEREF _Toc450731799 \h 44.1 Need for Information PAGEREF _Toc450731800 \h 54.2 Evaluation of alternatives PAGEREF _Toc450731801 \h 54.3 Purchase Decision PAGEREF _Toc450731802 \h 64.4 Post purchase analysis. PAGEREF _Toc450731803 \h 65.0 Segmentation PAGEREF _Toc450731804 \h 66.0 Product mix PAGEREF _Toc450731805 \h 76.1 Product PAGEREF _Toc450731806 \h 76.2 Pricing PAGEREF _Toc450731807 \h 76.3 Place PAGEREF _Toc450731808 \h 76.4 Promotion PAGEREF _Toc450731809 \h 77.0 Target Audience PAGEREF _Toc450731810 \h 88.0 Level of Involvement PAGEREF _Toc450731811 \h 89.0 Critique and recommendation PAGEREF _Toc450731812 \h 9
Advertisement Analysis: consumer buying process
1.0 Introduction
The 2009 ‘’ Men vs. Women’’ was a campaign aimed at ‘’tapping into the competitive spirit of the young athletes’’ (Pener, 2010, p. 41). The campaign commenced in March and complete in April 2009. Athletes joined by signing up via the Nike website after which they were able to purchase personalized Nike products. The products included shoes, clothes and a SOFTWARE TH with the capability to track the distance covered during races. Once an athlete had acquired the software, one was allowed access to Nike's'' largest running club''. This club provided the runners with the opportunity to receive individualized training as well as feedback on one's progress. The club also enabled the runners to interact with other athletes. MacRury (2009, p.184) explains that despite the ending of the challenge campaign, the Nike network is still rampant with active participants.
Adidas CEO Herbert Hainer realized that the US market was often a playing ground for the local firms such as Nike, New Balance and Reebok (Culiberg & Bajde, 2013). Although Adidas was also noticeable as a company producing athletic footwear, problems started arising in 2003 when the sales for the initial quarter declined by 16 % (Vukowich 2002, p.71). The decline contributed negatively to the overall revenues of the company. The management attributed the decline in sales volume to neglect in strategy. Another reason that compounded this fall was the time long distance the company had maintained with the basketball, the most popular sport in the US. The company’s product failed to recognize the size of the crowd that the sport pulled. Moreover, Adidas lost its sponsorship deal to the 2008 Olympic Games to its rival Nike.
These events implied that Adidas had to formulate a strategy to gain some competitive advantage in the US market. The "Impossible is Nothing" campaign was launched in 2004 with the company investing $50 million (Vukowich 2002, p.78). This strategy was the largest marketing campaign done by the company. Television channels, print media, and internet sources covered the campaign. The campaign’s objective was to spread the company’s "forever sport" philosophy to an individual level. The intention was to encourage everybody to overcome problems that seemed impossible. Strategies such as print and outdoor adverts delivered the "Impossible is Nothing" idea into the hands of the people.
2.0 Perception
Figure 3
Value
Competition
The selected labels for the axis represent the level of competition in the market and the value of products presented to the buyers by the sellers (Hiebing & Cooper 2003). Nike is better positioned in the local market compared to Adidas in the competition. The two companies offer products of better quality as seen from the diagram. Customers can change their buying behavior after realizing availability of products in the market. This adjustment depends on the level of income, individual tastes, and preferences, past experiences as well as the value of the products available (Taormina & Gao 2013, p.160).
The two adverts present no offer to the consumer rather they serve to attract their attention. Nike draws the attention of both male and female athletes while Adidas focus on attracting the attention of basketball players. A contrasting view from the two adverts arises from the content. The Nike advert draws attention by utilizing people and a message. The advert is described as trying to raise some tension between males and females by using a challenge to unite the two. On the other hand, the Adidas advert is drawing attention by using a long message that is intended to raise some conviction from the viewers. The perception on prompts is much apparent in the use of images due to their clarity. Nike has its word well written and in caps for easier viewing (Hiebing & Cooper 2003). The Adidas advert is also clear, and the use of caps emphasizes this effect. The two adverts target sportsperson with Nike focusing on athletes while Adidas focus on basketball players.
Also, the two ads create a sense of affection for the intended audience. Nike arouses feelings by presenting men and women a fair playing ground to challenge each other (Gold et.al 2011, p. 147). On its part, Adidas arouse emotions by challenging its audience to seek to achieve everything. The two ads provide the audience with an opportunity to try their emotions by doing something new. The manner in which the two adverts are presented is captivating to the public hence avoids the probability of boring them.
3.0 Consumer Buying Process
The type of product available, its value and price influences consumer’s behavior of buying significantly (Gold et.al 2011, p. 148). The process of consumer buying is explained by the use of Means-End Model. The model has five steps as explained as follows.
InformationSearchPurchaseProblem RecognitionEvaluation of AlternativesPost Purchase Analysis/Evaluation
Complication
Theory
4.0 Problem Recognition
This stage involves perceiving a situation from the perspective of the customer to ascertain a problem and possible solution. This problem can be caused by consumers’ internal response or by functional and social need as well as the need for change. Consumers use Maslow’s Hierarchy of Needs to classify their needs (Vukowich, 2002, p. 81). The hierarchy has five stages as follows.
* Physiological needs
* Safety needs
* Need for love and belonging
* Need for self-esteem
* Need for self-actualization.
The Adidas campaign may stimulate consumers to try their products and experience the ‘’Impossible is Nothing" effect.
4.1 Need for Information
The consumer seeks information after identifying the problem to identify probable solutions to the current problem (Hiebing et al., 2003, p.57). Information available to the consumer can either be internal or external. Internal information refers to what the consumer already knows. External information refers to what the user obtains from other sources and especially from the adverts. For instance, while the consumer is in need of the best and latest athlete shoes, Nike and Adidas provide the consumer with external information on the different types of such products they offer. The two adverts are geared towards this motive.
4.2 Evaluation of alternatives
This step occurs after the customer has gathered information and analyzes the different options available. This evaluation is done by considering objective features of a product as well as subjective ones. Nike and Adidas adverts offer the consumer an opportunity to evaluate the products on offer. Both use ...
The report included in this document looks at two adverts from two different companies company focusing on their similarities and differences. The report also investigates the motive behind the adverts and the expected results. The adverts under consideration are of Nike and Adidas company brands. Nike is a multinational company that deals with designing, developing and manufacturing of footwear and apparels as well as equipment and related accessories. The company also market and sell the same products and services. Nike is well known for revealing new adverts often with each carrying a new theme. Adidas is a multinational company headquartered in Germany with other subsidiary head offices in the major countries of the world such as in the US. The adverts under study here are the "Men vs. Women Challenge" and the "Impossible is Nothing" which were aired in 2009 and 2004 respectively. The first advert first appeared on the 72andSunny news where both male and female athletes joined the challenge. The second advert appeared on ESPN STAR Sports, Ten Sports 180 Amsterdam, TBWA San Francisco, and Adidas website before spreading on social media and YouTube. This analysis will look at consumer process, target market, market segmentation, perception as well as market mix and the motivation behind the adverts. The two adverts come from two similar companies that deal with almost homogenous products but rather apply different marketing strategies.
Figure 1: ’Men vs. Women Challenge advert
Figure 2: Impossible is Nothing advert
"IMPOSSIBLE IS JUST A BIG WORD THROWN AROUNDBY SMALL MEN WHO FIND IT EASIER TO LIVE IN THEWORLD THEY ‘VE BEEN GIVEN THAN TO EXPLORE THEPOWER THEY HAVE TO CHANGE IT. IMPOSSIBLE ISNOT A FACT. ITS’S AN OPINION. IMPOSSIBLE IS NOT ADECLARATION. IT’S A DARE. IMPOSSIBLE IS POTENTIAL.IMPOSSIBLE IS TEMPORARY…..…..IMPOSSIBLE IS NOTHINGâ€.
Table of Contents TOC \o "1-3" \h \z \u Executive Summary PAGEREF _Toc450731792 \h iFigure 1: ’Men vs. Women Challenge advert PAGEREF _Toc450731793 \h iiFigure 2: Impossible is Nothing advert PAGEREF _Toc450731794 \h iiiAdvertisement Analysis: consumer buying process PAGEREF _Toc450731795 \h 11.0 Introduction PAGEREF _Toc450731796 \h 12.0 Perception PAGEREF _Toc450731797 \h 23.0 Consumer Buying Process PAGEREF _Toc450731798 \h 34.0 Problem Recognition PAGEREF _Toc450731799 \h 44.1 Need for Information PAGEREF _Toc450731800 \h 54.2 Evaluation of alternatives PAGEREF _Toc450731801 \h 54.3 Purchase Decision PAGEREF _Toc450731802 \h 64.4 Post purchase analysis. PAGEREF _Toc450731803 \h 65.0 Segmentation PAGEREF _Toc450731804 \h 66.0 Product mix PAGEREF _Toc450731805 \h 76.1 Product PAGEREF _Toc450731806 \h 76.2 Pricing PAGEREF _Toc450731807 \h 76.3 Place PAGEREF _Toc450731808 \h 76.4 Promotion PAGEREF _Toc450731809 \h 77.0 Target Audience PAGEREF _Toc450731810 \h 88.0 Level of Involvement PAGEREF _Toc450731811 \h 89.0 Critique and recommendation PAGEREF _Toc450731812 \h 9
Advertisement Analysis: consumer buying process
1.0 Introduction
The 2009 ‘’ Men vs. Women’’ was a campaign aimed at ‘’tapping into the competitive spirit of the young athletes’’ (Pener, 2010, p. 41). The campaign commenced in March and complete in April 2009. Athletes joined by signing up via the Nike website after which they were able to purchase personalized Nike products. The products included shoes, clothes and a SOFTWARE TH with the capability to track the distance covered during races. Once an athlete had acquired the software, one was allowed access to Nike's'' largest running club''. This club provided the runners with the opportunity to receive individualized training as well as feedback on one's progress. The club also enabled the runners to interact with other athletes. MacRury (2009, p.184) explains that despite the ending of the challenge campaign, the Nike network is still rampant with active participants.
Adidas CEO Herbert Hainer realized that the US market was often a playing ground for the local firms such as Nike, New Balance and Reebok (Culiberg & Bajde, 2013). Although Adidas was also noticeable as a company producing athletic footwear, problems started arising in 2003 when the sales for the initial quarter declined by 16 % (Vukowich 2002, p.71). The decline contributed negatively to the overall revenues of the company. The management attributed the decline in sales volume to neglect in strategy. Another reason that compounded this fall was the time long distance the company had maintained with the basketball, the most popular sport in the US. The company’s product failed to recognize the size of the crowd that the sport pulled. Moreover, Adidas lost its sponsorship deal to the 2008 Olympic Games to its rival Nike.
These events implied that Adidas had to formulate a strategy to gain some competitive advantage in the US market. The "Impossible is Nothing" campaign was launched in 2004 with the company investing $50 million (Vukowich 2002, p.78). This strategy was the largest marketing campaign done by the company. Television channels, print media, and internet sources covered the campaign. The campaign’s objective was to spread the company’s "forever sport" philosophy to an individual level. The intention was to encourage everybody to overcome problems that seemed impossible. Strategies such as print and outdoor adverts delivered the "Impossible is Nothing" idea into the hands of the people.
2.0 Perception
Figure 3
Value
Competition
The selected labels for the axis represent the level of competition in the market and the value of products presented to the buyers by the sellers (Hiebing & Cooper 2003). Nike is better positioned in the local market compared to Adidas in the competition. The two companies offer products of better quality as seen from the diagram. Customers can change their buying behavior after realizing availability of products in the market. This adjustment depends on the level of income, individual tastes, and preferences, past experiences as well as the value of the products available (Taormina & Gao 2013, p.160).
The two adverts present no offer to the consumer rather they serve to attract their attention. Nike draws the attention of both male and female athletes while Adidas focus on attracting the attention of basketball players. A contrasting view from the two adverts arises from the content. The Nike advert draws attention by utilizing people and a message. The advert is described as trying to raise some tension between males and females by using a challenge to unite the two. On the other hand, the Adidas advert is drawing attention by using a long message that is intended to raise some conviction from the viewers. The perception on prompts is much apparent in the use of images due to their clarity. Nike has its word well written and in caps for easier viewing (Hiebing & Cooper 2003). The Adidas advert is also clear, and the use of caps emphasizes this effect. The two adverts target sportsperson with Nike focusing on athletes while Adidas focus on basketball players.
Also, the two ads create a sense of affection for the intended audience. Nike arouses feelings by presenting men and women a fair playing ground to challenge each other (Gold et.al 2011, p. 147). On its part, Adidas arouse emotions by challenging its audience to seek to achieve everything. The two ads provide the audience with an opportunity to try their emotions by doing something new. The manner in which the two adverts are presented is captivating to the public hence avoids the probability of boring them.
3.0 Consumer Buying Process
The type of product available, its value and price influences consumer’s behavior of buying significantly (Gold et.al 2011, p. 148). The process of consumer buying is explained by the use of Means-End Model. The model has five steps as explained as follows.
InformationSearchPurchaseProblem RecognitionEvaluation of AlternativesPost Purchase Analysis/Evaluation
Complication
Theory
4.0 Problem Recognition
This stage involves perceiving a situation from the perspective of the customer to ascertain a problem and possible solution. This problem can be caused by consumers’ internal response or by functional and social need as well as the need for change. Consumers use Maslow’s Hierarchy of Needs to classify their needs (Vukowich, 2002, p. 81). The hierarchy has five stages as follows.
* Physiological needs
* Safety needs
* Need for love and belonging
* Need for self-esteem
* Need for self-actualization.
The Adidas campaign may stimulate consumers to try their products and experience the ‘’Impossible is Nothing" effect.
4.1 Need for Information
The consumer seeks information after identifying the problem to identify probable solutions to the current problem (Hiebing et al., 2003, p.57). Information available to the consumer can either be internal or external. Internal information refers to what the consumer already knows. External information refers to what the user obtains from other sources and especially from the adverts. For instance, while the consumer is in need of the best and latest athlete shoes, Nike and Adidas provide the consumer with external information on the different types of such products they offer. The two adverts are geared towards this motive.
4.2 Evaluation of alternatives
This step occurs after the customer has gathered information and analyzes the different options available. This evaluation is done by considering objective features of a product as well as subjective ones. Nike and Adidas adverts offer the consumer an opportunity to evaluate the products on offer. Both use ...
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