Reflection on Effective Advertisement: Nike — “Just Do It”
Advertising is a paid communication with an identified sponsor that can reach many people at one time and can be repeated many times. Advertising aim to remind, educate, inform, and persuade people to purchase the advertised product (Principles of Marketing, 2015, p. 332).
Advertisement must be attractive enough to gain the attention of its viewers, therefore, an advertisement should be unique, memorable, and credible. The marketing managers are obliged to make the viewers aware of the values of the products by creating effective contents, analyzing the most effective time to maximize the number of viewers, determine the advertisement frequency, and select the most appropriate channels to reach the target market. An effective advertisement must fulfill its main objectives, that is to attract customers and generates sales.
Reflection on Nike: “Just Do It” Advertisement
The Nike “Just Do It” campaign and advertisement has successfully bring the Nike brand into the one of the world’s highest profile brands (Anderson, 2019). Anderson (2019) stated that the campaign was introduced in 1988, featured professional and amateur athletes talking about their achievements as they exercise. Then in the next 33 years later after the campaign was commenced, Nike has more than 15 million Instagram posts with the #JustDoIt hashtag. Surprisingly, most of them are User Generated Content meaning the company doesn’t need to promote the products by themselves their customers are happily do that instead of them. (McCarthy, 2018)
According to Story (2007), Nike provides an emotional connection with its customers by providing them a running experience that other brands could not provide by collaborating with Apple, Nike put a small sensors in its running shoes that can track their customer’s progress on an iPod or iPhone. The user can post the details on the Nike website or other social media such as Instagram. By doing this, the user has chance to make friends online with runners from around the globe, so that they can meet up in the real world.
In my opinion, The Just Do It campaign by Nike is the one of the most innovative advertising in the world. Nike’s ability to maintain its position as the first rank of top advertising for more than 33 years has proven that they have successfully implemented an effective advertising strategy.
References:
Principles of marketing. (2015). University of Minnesota Libraries
Story, L. (2007, October 14). The New Advertising Outlet: Your Life. Lifestyle and Advertising.
Anderson, T. (2019, August 23). What’s The Secret Behind Nike’s “Just Do It” Campaign? Blinkist Magazine. https://www.blinkist.com/magazine/posts/emotional-branding-secret-behind-nikes-just-campaign
McCarthy, J. (2018, September 17). The biggest success of Nike’s “Just do it” campaign may be user-generated content. Business 2 Community. https://www.business2community.com/content-marketing/the-biggest-success-of-nikes-just-do-it-campaign-may-be-user-generated-content-02120522
Note:
This article is written based on University of The People Marketing Management (BUS 5112) written assignment by Fristy Tania in October 2021
