Advertising and Marketing Theory

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Applying Advertising and Marketing Theory

Ads pay a very significant role in promoting the brand equity of any given brand. The stakeholders sponsor ads with the objective of increasing brand awareness, persuading the target audience to like the brand and to remind them that the brand is on the market (Buil, De Chernatony, & Martínez, 2013). Ads enable various companies to communicate with both their potential and current customers. Nike brand is among the top 100 brands in the United States. Nike’s Ads have played a significant role in ensuring that the brand features among the world’s best brands.

(Model #1) Nike brand has employed various ads in its quest to build its brand equity. Some of the ads include Shoe Therapy: It’s Got to Be the Shoes Choose Go, Impossible stairs among others. Firstly, Nothing Choose Go is one of the currents ads used by Nike in promoting its brand equity. Choose Go is an ad featuring Bill Nye, Kobe Bryant, Simone Biles, Ge Mangi among others. This Ad features Nike as an epic running shoe. In this Ad, the Earth suddenly stops revolving around its axis and therefore the inhabitants run together in a similar direction to propel it back to its normal rotation.

(Model #2) Secondly, Impossible Stairs is a 2017 Ad that features a runner that set out to conquer an epic star run. The epic stair run is seen to transform the runner’s shoes into the various Nike Air Max. The runner’s movement up the stairs takes the audience through the various Air Max versions from the older versions to the latest version that is the Air Vapourmax. This ad helps in advertising the latest version as well the other existing versions.

(Model #3) Thirdly, Shoe Therapy: It Got to Be the Shoes is one of Nike’s current ads. This Ad that features Lena Waithe. It seeks to establish the relationship the consumers and the Nike products. It demonstrates a therapist whose clients a great attachment to their sneakers. The Ad targets people that have a strong attachment to their shoes. This advert helps in inspiring more people to purchase Nike products.

The overall message of the Nike brand is the powerfulness of its products (Aaker & Joachimsthaler, 2012). Throughput all its advertisements, Nike has been able to maintain the powerfulness associated with its products. This has created a winning image for the Nike brand and has made it become the best sports and sneaker creator across the globe.

References

Buil, I., De Chernatony, L., & Martínez, E. (2013). Examining the role of advertising and sales

promotions in brand equity creation. Journal of Business Research, 66(1), 115-122.

Aaker, D. A., & Joachimsthaler, E. (2012). Brand leadership. Simon and Schuster.

https://www.ispot.tv/ad/w4nl/nike-shoe-therapy-its-gotta-be-the-shoes-ft-shalane-flanagan

https://www.youtube.com/watch?v=G3opROecuBI

https://www.youtube.com/watch?v=t5ir6vN_G_M