1 / 10

Nike

Nike. Move 2002. Move. Winter Olympics 2002 Wieden & Kennedy, Ad Agency Just Do It Dan Wieden Top five ad slogans of the 20 th century (Advertising Age) Emmy- Outstanding Commercial in 2002. Psychological Process of the Decision Proecss. Motivation: Take action!

clodia
Download Presentation

Nike

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Nike • Move 2002

  2. Move • Winter Olympics 2002 • Wieden & Kennedy, Ad Agency • Just Do It • Dan Wieden • Top five ad slogans of the 20th century (Advertising Age) • Emmy- Outstanding Commercial in 2002

  3. Psychological Process of the Decision Proecss • Motivation: Take action! • Perception: How consumers perceive and interpret advertisement • Attitude Formation: how does the advertising make the consumer feel? • Market-Induced Recognition: Create new needs

  4. Maslow’s Hierarchy of Needs

  5. How Advertisements are Perceived • Perception as an individual • Depend on internal factors such as beliefs, experience, moods • Influence by intensity: Nike • Attention grabbers

  6. Selective Perception Process • Selective Exposure • Selective Attention • Selective Comprehension • Inspirational • Motivational • Encouraging

  7. Reference Groups • Associative: individual athletes • Aspirational: famous athletes

  8. Top of Mind Awareness • Provoke emotions through TV commercials • Associate advertising campaigns with “Just Do it” and the Nike swoosh • Communicate strong message about brand • Include brand in consumer’s “evoked set”

  9. Consumer Experience • Experienced Emotions • No product purchased • Perception of brand is influenced

More Related