Nike Makes Their Marketing Great Again ?

Nike’s Kaepernick tagline: “Believe in something. Even if it means sacrificing everything.”

The recent Nike advertisement makes effective use of appeals based on values & beliefs. Emphasis is placed on the higher needs presented in Maslow’s Hierarchy The marketing strategy acknowledges that the demographic shift within the American population means that at the end of the day, more will support & agree with the message they are conveying with their brand.

 

Americus Reed, professor of Marketing at the Wharton School, University of Pennsylvania, present an concise explanation for Nike’s marketing strategy as it applies to Identity loyalty ( when buying is being. Some brands, products, services and even organizations can transcend what they do to become a part of who you are) .

Full article , Nike notched a marketing checkmate with Kaepernick choice  was published by The Hill.  The advertisement makes effective use of appeals based on values & beliefs. The marketing strategy acknowledges that the demographic shift within the American population means that at the end of the day, more will support & agree with the message they are conveying with their brand. Included below are some key points from Professor Reed’s analysis.

  • Identity loyalty will create a buffer, a defence mechanism that protects the brand. The hardcore identity loyal Nike consumers will rally around each other and fiercely defend their community.

 

  • Nike also knows that one of the greatest things a brand can do is tie its own identity to the identity of iconic athletes as a way of creating that “aspirational self” — that image and thought that, “If I have this product, I can reinforce an important part of who I am.”

 

  • There is a sense of vicariously connecting one’s own identity to that of the brand and the iconic athlete that is a part of that brand. Again, it is all about identity and creating emotions through identity, whereby the product is the self-expressive conduit that symbolizes those values to yourself and others around you.

 

 

 

 

 

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Media Constructs Reality: News Coverage of Ontario’s Minimum Wage Increase Slanted Heavily Towards Business Interests

 

 

An analysis by PressProgress (Source) of dozens of news articles covering the province’s recent minimum wage increase reveals Canadian newspapers overwhelmingly privileged the perspective of businesses over the perspective of Ontario’s low-wage workers.

 

 

Three-quarters of all news coverage (75%) between December 31, 2017 and January 4th, 2018 greeting the new minimum wage – including news reports, opinion columns and editorials – directly quoted or cited figures from business owners, bankers and corporate lobby groups.

 

 

Despite a body of credible research from academic sources showing minimum wage increases have clear economic benefits and 53 Canadian economists endorsing the policy, half of all news articles (50%) failed to list any economic benefits whatsoever from raising the minimum wage.

Instead, headlines were dominated by misleading claims of job losses and anecdotes from small business owners.

Full article  HERE

Keep in mind the Mass Media Principles when evaluating any type of media text , journalism, advertisement, cinema, television, music & video,magazines, novels and factual reportage, and any social media.

 

 

Bots & Trolls

A clear explanation of how bots and troll are used to influence political outcomes and societal tensions. This is how social media platforms are effectively used to identify target audiences and market social upheaval within a country.

If the screen does not appear in the blog post, click link to view in a new tab.

https://static01.nyt.com/video/players/offsite/index.html?videoId=100000005414346

When marketing context goes wrong ?

One of the problems faced with marketing using the digital text of current Mass Media, is how to effectively place your advertisement. Some marketers try and cheat by placing  advertisement into Social Media comments & links. The dueling Komodo dragons  connection to lady’s clothing seems  surreal and possibly inventive; unfortunately, the context was created by a sneak-placement on the National Geographic Twitter page.

The actual Twitter post was , Photo of the Day – Dueling Komodo dragons, January 30 .

The third comment was from a clothing advertisement for women. There was no attempt to create context with some comment on the photograph.

 

The consequence is that the viewer must create their own interpretation and association. They may ignore the advertisement or snark about it and perhaps create a ironic context.  There is a risk for the marketer that a comment could go viral and undermine the marketer & the product. Obviously, the marketer hopes that enough viewer will be curious enough to check out the Twitter page. The long shot that a viral reaction to the ad placement, even a negative one, could also potentially bring in a few customers. 

So did this marketing context go wrong or not ? On a superficial level, it may have  created a ridiculous surreal association in the minds of some viewers. If this association is something the viewer conscious of, then chances are that this will, at best, put the product line in a comical context. If the association is more glancing and barely acknowledged, then there is now way of knowing dueling Komodo dragons will encourage to purchase  a lady’s jumpsuit.

 

 

it was  only