The paper 'Sports Promotion and Public Relations" is a great example of marketing coursework. The following exercise focuses on critically analyzing Nike’ s 2015 “ #BetterForIt” sports advertisement. In April 2015, Nike’ s the leading manufacturer of sports apparel and fitness equipment launched a 60-second video advertisement named #BetterForIt focused on encouraging women to become more fit or athletic (Brettman, 2015). According to NIKE, this was there largest and most cohesive women’ s marketing campaign in their history (Brettman, 2015). Ideally, the advert targets women in general and how they can push themselves to transform themselves and find an identity of their own.
It focuses on the insecurities and uncertainties that women undergo especially about understanding themselves and their identity. The main message of the advert is to encourage women to get out of their comfort zones and push even harder to transform their lives, especially in fitness and health. The advert features two different types of women where one woman lives a healthy and fit life through an online fitness club but does not have a successful social life while the other woman has many friends or successful social life, but does not live healthily or work out at all.
Both women envy each other in terms of what each does better than the other (Nudd, 2015). They decide to compete by attempting to be like one another where the healthy woman will seek to enhance her social life by getting new friends and the other will start an online workout show and try to acquire an audience. Ideally, the advert focuses on the challenges women undergo especially when starting on fitness and healthy living (Nudd, 2015).
The advert does not use popular or star athletes in the advert but uses ordinary women who people can relate to internationally. Nonetheless, the underlying message is to encourage women to keep fit and healthy as a means of identification. The advertisement aligns with Nike’ s brand positioning since in its mission statement it believes in bringing innovation and inspiration to everyday athletes where they believe that anyone with a body is an athlete (Nike, 2016). Nike has of late focused on revamping on its women's business division by launching new products and campaigns.
This is a result of the increased emergence of new competitors solely focusing on women’ s sporting business as well as an anticipated increase in the women's sports business (O’ Reilly, 2015). Based on these issues, the advertisement effectively aligns with the current brand positioning of Nike. The Nike advert uses an emotional response to connect to its audience. It illustrates the different emotions that women experience when undertaking numerous tasks in their lives. Moreover, it emotionally encourages women that the little effort they put is better for them, thus they should never give up and should always keep on trying.
Overall, the advertisement is accurate and convincing and deserves a score of about 85% for effectiveness. Nevertheless, the advertisement lacks the recognition of diversity in terms of age, size, and shape that is a fundamental attribute of women. The campaign can enhance its effectiveness by incorporating women of all shapes, sizes, and ages.
Baker, MJ, & Hart, SJ 2016, The Marketing Book, Seventh edition, Routledge, Milton Park, Abingdon, Oxon.
Bansal, T 2001, Building Competitive Advantage and Managing Risk Through Sustainable Development. Ivey Business Journal. Available at: http://iveybusinessjournal.com/publication/building-competitive-advantage-and-managing-risk-through-sustainable-development/ [Accessed 25 May 2016].
Boyd, J, & Stahley, M 2008, 'Communitas/Corporatas Tensions in Organizational Rhetoric: Finding a Balance in Sports Public Relations', Journal of Public Relations Research, vol. 20, no. 3, pp. 251-270.
Brettman, A 2015, Nike launches women's ad campaign. Oregon Live. Available at: http://www.oregonlive.com/playbooks-profits/index.ssf/2015/04/post_54.html [Accessed 25 May 2016].
Desmarais, F, & Bruce, T 2008, 'Blurring the boundaries of sports public relations: National stereotypes as sport announcers’ public relations tools', Public Relations Review, vol. 34, no. 2, pp. 183-191.
Ganin, C 2014, 'AMERICAN APPAREL, CRUMBS CUPCAKES, AND LULULEMON, OH MY! EXAMPLES OF WHY INCREASED SHAREHOLDER INVOLVEMENT WILL NOT FIX CORPORATE AMERICA', Arizona Law Review, vol. 56, no. 3, p. 937.
Hopwood, M, Skinner, J, & Kitchin, P 2010, Sport Public Relations and Communication, Routledge, Amsterdam [The Netherlands].
Horn, IS, Taros, T, Dirkes, S, Hüer, L, Rose, M, Tietmeyer, R, & Constantinides, E 2015, 'Business reputation and social media: A primer on threats and responses', Journal of Direct, Data & Digital Marketing Practice, vol. 16, no. 3, p. 193.
Hughes, R 2014, How adidas is using ‘Dugouts’ to make the 2014 FIFA World Cup accessible to football fans around the world. Adidas Group. Available at: http://blog.adidas-group.com/2014/06/how-adidas-is-using-dugouts-to-make-the-2014-fifa-world-cup-accessible-to-football-fans-around-the-world/ [Accessed 25 May 2016].
Ilchul, K, Dongsub, H, & Schultz, DE 2004, 'Understanding the Diffusion of Integrated Marketing Communications', Journal of Advertising Research, vol. 44, no. 1, pp. 31-45.
KOWITT, B, & LEAHEY, C 2013, 'LULULEMON: In an Uncomfortable Position', Fortune, vol. 168, no. 5, p. 110.
Luck, E, & Moffatt, J 2009, 'IMC: Has anything really changed? A new perspective on an old definition', Journal of Marketing Communications, vol. 15, no. 5, pp. 311-325.
Nike, 2016. Nike Mission Statement. Nike. Available at: http://help-en-us.nike.com/app/answers/detail/a_id/113/~/nike-mission-statement [Accessed 25 May 2016].
Nudd, T 2015, Nike's 'Better for It' Women's Campaign Gets Brand's First-Ever Scripted YouTube Series. Adweek. Available at: http://www.adweek.com/news/advertising-branding/nikes-better-it-womens-campaign-gets-brands-first-ever-scripted-youtube-series-169245 [Accessed 25 May 2016].
O’Reilly, L 2015, Nike is making its biggest ever women's push. Business Insider. Available at: http://www.businessinsider.com/nike-betterforit-women-campaign-2015-4 [Accessed 25 May 2016].
Rakić, B, & Rakić, M 2014, 'INTEGRATED MARKETING COMMUNICATIONS PARADIGM IN DIGITAL ENVIRONMENT: THE FIVE PILLARS OF INTEGRATION', Megatrend Review, vol. 11, no. 1, pp. 187-203.
Reuvid, J 2014, Managing Business Risk : A Practical Guide to Protecting Your Business, 10th ed, Kogan Page, London.
Thomasson, R 2014, Analysis - Adidas marketing push an uphill battle against "cool" Nike. Reuters. Available at: http://uk.reuters.com/article/uk-adidas-nike-rivalry-idUKKBN0G81MR20140808 [Accessed 25 May 2016].
Wahba, P 2014, Lululemon's status as yogawear's top dog at risk, Reuters. Available at: http://www.reuters.com/article/us-usa-retail-yoga-analysis-idUSBREA3F1QU20140416 [Accessed 25 May 25, 2016].
Walsh, G, Mitchell, V, Jackson, PR, & Beatty, SE 2009, 'Examining the Antecedents and Consequences of Corporate Reputation: A Customer Perspective', British Journal of Management, vol. 20, no. 2, pp. 187-203.