Fundamentals of Creating an Effective Advertisement
In Week 3, you analyzed an advertisement for a global product based on a set of advertising concepts. You are going to use your week three assignment and build on that in your final paper.
For your Final Paper, locate one additional advertisement for the same product, using the same medium, but targeted for a different country (e.g., if you chose a print ad for Pepsi in the United States for Week 3, you might choose a print ad for Pepsi in Japan for this assignment).
Although these two advertisements were designed for the same product and the same medium, you should notice a few differences, based on the target market. Examine the similarities and differences between the two advertisements.
In your eight- to 10-page paper,
Provide a brief overview of the two countries selected (e.g., location, general characteristics, etc.), the company, and the product being advertised (note: this should be the same product for both advertisements).
Describe the segmentation strategy of the target market in each country.
Describe each of the four types of segmentation strategies (i.e., demographic, psychographic, geographic, and behavioral).
Describe which type(s) of segmentation strategy is used in the two advertisements and why.
Identify where the product is in the product life cycle curve.
Discuss the company’s marketing mix strategies of the product (based on where the product is in the product life cycle curve).
Describe at least five elements of the creative strategy statement you identified by looking at each advertisement (refer to pp. 195-196 in your textbook, in the “Writing the Creative Strategy” section.).
Describe the medium used for both advertisements (both advertisements should use the same medium).
Discuss some of the pros and cons of medium used (i.e., was it an ideal medium for the product, based on the FCB grid on p.139 of your textbook?).
Examine how both advertisements reflect the two cultures, specifically in relation to color scheme, general design, and imagery.
Explain the ethical considerations that should be kept in mind when advertising for each of the two countries.
Describe what concerns, issues, and societal impacts might result if each of the two advertisements were presented to the opposite countries.
Explain the legal and cultural aspects of each advertisement.
Recommend additional suggestions that would make these advertisements more effective for their targeted countries based on the concepts above (imagine you are the advertising manager for this product for this section).
The Evaluating Advertisements Paper
Must be eight to 10 double-spaced pages (approximately 2,400 to 3,000 words) in length (not including title and references pages) and formatted according to APA style as outlined in the Ashford Writing Center (Links to an external site.).
Must include a separate title page with the following:
Title of paper
Student’s name
Course name and number
Instructor’s name
Date submitted
Must use at least three scholarly sources in addition to the course text.
The Scholarly, Peer Reviewed, and Other Credible Sources (Links to an external site.) table offers additional guidance on appropriate source types. If you have questions about whether a specific source is appropriate for this assignment, please contact your instructor. Your instructor has the final say about the appropriateness of a specific source for a particular assignment.
Must document all sources in APA style as outlined in the Ashford Writing Center.
Must include a separate references page that is formatted according to APA style as outlined in the Ashford Writing Center.
Evaluating Advertisements
Student's Name
Instructor's Name
Course
Due Date
Evaluating Advertisements
Overview of the Countries Selected Advertised Products and the Nike Company
France and United States are the two countries selected in this advertisement evaluation. The location of the United States is to North America on the Western Hemisphere. In size, it is the 4th largest country in the world. It covers an overall extent of 9,629,091 sq. km. The capital city of the United States is Washington D.C. On the other hand, France is a country situated in Western Europe. In size, it is the second-biggest country on the continent. It is confined by the North Sea and Belgium in the Northern region. To the East, it is bordered by Switzerland and Italy, and to the South, it is bordered by the Mediterranean Sea, Andorra, and Spain. To West France, the Bay of Biscay and the Atlantic Ocean are bordered and the English Channel.
Bill Bowerman and Phil Knight founded Nike, a multinational company that deals with athletic products like tracksuits, jerseys, baseball crop tops, sweatpants, and shorts (Mathmann et al., 2017). It also sells shoes to prominent sports organizations that deal with cycling, wrestling, volleyball, cheerleading, volleyball, and football.
Nike firm is recognized for producing quality products and services. Advertising helps a company in expanding reach potential and influencing buyers in the market. Advertising is a process that involves practices and techniques used to convey items, services, ideas to people to convince them to react in a certain way towards the advertised products. There are various types of strategies used in advertising to enlarge grasp and have sustainable existence (Arshad and Naseer, 2019). Nike employs the right strategy in advertising which has always been a support to their business success. They use TV, print ads, and social media to reach a bigger audience. Nike uses advertising strategies that are integrated with sensitive imprinting in its operation (Cox, 2020). They rarely use their product in the campaigns but evoke a specific state of mind that can push buyers to choose their products. The previous paper focused on the "Just Do It" Colin Kaepernick ad campaign in the United States; this paper will majorly focus on Nike's "Find Your Greatness: Jogger" slogan in France.
The Differences and Similarities Between the Two Advertisements
Nike organization has been evolving from the time it was formed to the present day, and they have evolved from only being a sportswear brand to an all-inclusive company (Cox, 2020). They have even come to deal with marketing. Nike's ads are influential, motivational, and promote the target brand. Apart from the "Just Do It" campaign, they also introduced the advertisement "Find Your Greatness" campaign, which is also influential on its own.
Even though these two ads were typically created to market one product using the same advertising medium, they also have a few differences. The "Find Your Greatness" slogan features an overweight teenager slowly jogging assertively past his limits, trying to find greatness. In the video, his footsteps and deep breaths can be heard as he runs down the road (Mathmann et al., 2017). This progress shows his determined efforts as he comes to the picture; the video talks of greatness. The video shows that people should not endeavor to trail others' characterization of immensity to turn out to be great. But instead, an individual should form their own goals in the path of pursuing greatness. The slogan states greatness is not rare as some DNA strands; diverse ways are leading to excellence (Cox, 2020). Nike's ad pushes the viewers to achieve new levels to reach greatness in their lives. In this ad, Nike did not put their products to stand out. But instead, it focused on pinpointing a motivational message on individuality and striving. The campaign's main aim was to influence any person to reach the level of greatness in sports. In this case, Nike sells its product as a lifestyle, and it encouraged people to buy Nike for them to be considered in sports.
The campaign "Find Your Greatness" is rhetorical because the narrator does not mention Nike and shows that it gets to a point when their products can make the athletes and anyone great and not reserved for the chosen few.
On the other hand, the campaign "Just Do It" emanated a state of expressiveness in communications that people desired and brought out vigor and energy towards the brand. Formerly Nike ads were only targeting a thin array of masculine athletes in the competitive sports fields. To widen the point of access, Nike developed its brand model of communication to ensure that it is more relevant to reach a more significant number of people.
Segmentation Strategy of the Target Market in France and the United States
Looking at the Nike brand, there are different ways they use in marketing wisely. In France, the "Find Your Greatness" commercial used the segment of Naysayers. Naysayers refer to a group of people who live a calm life, do not want to engage in any complicated actions, and are always keen on new prospects (Mathmann et al., 2017). Nike gave these people an opportunity to fight for new limits by not allowing the environment to dictate their chance of being themselves in finding greatness. The campaign "Find Your Greatness" helps in the removal of a problem. It influences people with great ambition to have Nike products that will give them great personality.
Nike's newest walking boots are made of the utmost flawless things. They constantly design super innovative products and create well-lit stadiums for running. Nike engages in business with firms that put much care into the planet. Through the "Just Do It" campaign, Nike aims to raise people's drive to do things despite the challenges they encounter. This is one of the ways they use to motivate people of the world.
Nike's messaging strategy in "Just Do It" involves typical philosophy (Hung et al., 2019). It used the "hero brand archetype" tactic. In both countries, Nike uses this strategy to attest to its value by brave activities, improving the world, and having a solid and capable of enduring existence.
Segmentation Strategies
1 Demographic segmentation classifies customers by using certain essential population markers such as sex, age, income, size of family, profession, and origin.
2 Psychographic segmentation divides clients into several classes by their authentic character, standards, beliefs, traits, attitudes, and interests. It brings the understanding of how customers behave, their lifestyle, and their choices in buying.
3 Geographic segmentation gives a vision into where the targeted brand's customers are situated and definite position motivated actions or likings.
4 Behavioral segmentation classifies customers by specific patterns of behavior they show when making purchase decisions (Hill, 2017). There are many approaches considered in customer behavior. For example, product-specific behavioral segmentation market strategies typically focus on the clients' hopes, attitudes towards products, expectations, and response to a given product.
Segmentation Strategies used by Nike in Two Advertisements, and Why?
Nike uses psychographic segmentation strategy variables in making its products more appealing to their targeted clients. In both countries, Nike uses distinct operation strategies to attract the market potential of the different parts. Targeting is a vital characteristic of marketing strategy, mainly when a firm is indifferent to commercials. The products that exist in the current market are; footwear, sports kit, clothes, and many others (Hung et al., 2019). In both countries, Nike practices a segregated targeting segment approach. They also produce a usage-based position to establish the picture in mind of the clients.
The Product Life Cycle Curve
When Nike releases a new shoe to the market, they embrace effective marketing advertisements in commercials at various level...