Marketing for the People!
Organizations often require managers to write short articles for newsletter or blog publication. Becoming
comfortable writing this style of commentary for a general audience is important in an era in which
media can be authored by anyone. You don’t want to be considered “fake news.”
Week 1 Discussion Post
Writing for Publication
The focus of your work will be integrated marketing communication (which includes advertising, public
relations, personal selling, sales promotion, and direct marketing). Research a controversial marketing,
advertising, or public relations scenario/event and provide an overview of it along with your rationale for
wanting write about it in next week’s article.
Week 2 Discussion Post
Write a 150- to 300-word article that discusses the real-word marketing incident you brainstormed last
week. Today’s consumers of media want quick, informative, and exciting information. It can be written in
the first or third person.
Running head: MARKETING FOR THE PEOPLE 1
Marketing for The People
Student’s Name
Institutional Affiliation
MARKETING FOR THE PEOPLE 2
Week 1 Discussion Post
Nike’s “Believe in Something.”
Controversial marketing strategy is one of the most used techniques in recent years. The
emergence of social media platforms has promoted the use of controversial marketing since
clients can meet and share their views easily when such matters arise. The Nike’s “Believe in
Something” is one of the controversial ads in recent years that stroked everyone like a lightening.
The Ad placed Nike at the centre stage of the controversy that was already burning around
Kaepernick, after what was seen as inciting a player protest movement against players kneeling
during the national anthem when about to start their games (Deighton, 2018). It was a move that
risked alienating numerous clients. The reason for wanting to cover the topic is based on the
profit Nike gained with such a move. The controversy generated about $43 million in free
advertising for Nike at a time when their sales escalated by 31% and their stock price attained
all-time best after the Ad.
Week 2 Discussion Post
The Nike’s “Believe in Something” controversial marketing appeared to strike out among
the public. In this scenario, Nike seemed to have strategically fit marketing message to culturally
diverse partners. It was a move to ensure their clients that their partnerships are mutually
beneficial, authentic as well as subsequently longstanding as suggested by Bjelica, Gardašević,
Vasiljević & Popović (2016). It is critical for clients to understand that you stand with them
during their hard times, such as economic constraints. Clients need to understand that in your
organization, they have a true partner.
MARKETING FOR THE PEOPLE 3
In the week one scenario, Nike indicated that they serve their clients equally without
favoritism and that it is critical to consider taking the risk even if the outcome is not clearly
predictable (Bjelica et al.,2016). They created a campaign that that was agreeable to the masses;
it would not have inspired love from the audience that they wanted to engage with most. By
rolling with Kaepernick, it demonstrated that Nike was doubling down on a powerful connection
with a particular progressive audience that the brand had identified to be more profitable for the
long haul. To demonstrate that they stood by an athlete of this kind, in such a political climate,
was something they believe will have long-term value and eventually, a 31% sales increase in the
short-term was a sure deal. It is a confirmation that the higher the risk, the greater the rewards.
MARKETING FOR THE PEOPLE 4
References
Deighton, K. (2018). Believe in something: the best of the Nike Kaepernick parodies. Retrieved
from https://www.thedrum.com/news/2018/09/07/believe-something-the-best-the-nike-
kaepernick-parodies
Bjelica, D., Gardašević, J., Vasiljević, I., & Popović, S. (2016). Ethical dilemmas of sports
advertising. Sport Mont, 14(3), 41-43.
