How Nike Use the Types of Segmentation and Creative Strategies on Its Advertisement
This assignment is the first step for your Final Paper in this course. Select one advertisement for a global product (i.e., a product that is marketed in more than one country).
In your paper
Describe the four types of segmentation strategies (i.e., demographic, psychographic, geographic, and behavioral). (Refer back to your readings in Week 2.)
Explain which types of segmentation strategy are used in the advertisements and why.
Evaluate how effectively the advertisement utilizes creative strategy as discussed in the “Writing the Creative Strategy” section in Chapter 8 of your text.
Note: The advertisement you use for this assignment can be from any medium (e.g., social media, TV, print, radio, etc.) of your choice. However, you will be required to use the same medium for your Final Paper in Week 5.
The Evaluating Advertisements Paper
Must be three to five double-spaced pages (approximately 900 to 1,500 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 two 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 Advertisement
Student's Name
Instructor's Name
Due date
Course
Evaluating Advertisements
Introduction
Advertisements are inscribed, pictorial, or graphic messages devoted to promoting a definite item. The item can be a service, creation, product, or operation. Companies chose to work with a platform or owner that grasps or influences similar viewers or listeners to broadcast that particular message. Advertisement faces two big challenges that involve measuring advertisements value, and also, it resonates with the exact intended people (Mathmann et al., 2017). There are several types of advertisements that run on different platforms, channels, mediums and have different goals to achieve for the business they are associated with. The types of advertising include Print, Radio, Television, and Internet advertising.
Nike advertisement – "Just Do It" is one of the best and successful advertising campaigns of all time. Initially, Nike's product was only supplied nearly solely to the marathon runners, later a fitness trend arose, and the Nike marketing department took advantage of this situation and gained a competitive advantage against Reebok (Hung et al.,2019). And that is how Nike formed the "Just Do It." Operation featuring Walt Stack in California.
Total sales in Nike increased from roughly $800 million to above $9.2 billion in 1988. "Just Do It." as short and sweet as it is, summarized all the things people felt when doing their exercise, which is happening even today. It's a motto that all people relate to well and also gives the drive to push beyond the limit.
Types of segmentation strategies, how they are used in the advertisements, and why.
Segmentation strategies are used to advance the efficiency of advertising. There are four categories of marketing segmentation strategies that include; psychographic, geographic, behavioral, and demographic segmentation. Market segmentation is a progressively significant aspect of developing a successful marketing strategy. It differentiates the different levels of competition market. When a business is active against an array of online contestants, it has to embrace communication that is efficient to stand out from the rest (Thomas, 2020). Segmentation creates chances to indicate precisely what will make the intended customers into buying.
Demographic segmentation
Demographic segmentation can be the very first thing that comes to mind when talking of segmentation. It is a powerful way of defining groups of customers. Demographic segmentation consists of distinguishable traits not based on character. They may include; Age, ethnic origin, gender, level of education, religion, profession, and income. For instance, demographic segmentation can target intended clients based on their income. Demographic segmentation uses information that is statistical and factual, which is easily discovered by employing using various sites for market research (Hung et al.,2019). Nike uses age groups, gender, and client's financial status. Nike has grouped the products into men, women, and kid's products, age group between 15- 55 and gives a discount to a product or cut sales.
Psychographic segmentation
Psychographic segmentation is a market segmentation that majorly focuses on the interests, characteristics, and personalities of the customer (Thomas, 2020). It pays keen attention to the personal traits of the customer, interests, morals, life goals, principles, and lifestyle. When equated to demographic segmentation, it is a difficult portion to identify. In using psychographic segmentation, a marketing firm needs to conduct extensive research that allows the clients to speak freely and on a much more personal level.
Psychographic segmentation is useful in advertising because it gives Nike relevant information on customers' preferences. It also gives Nike ideas they embrace in produce diverse types of items for their customers based on their taste. For instance, youths follow the trend that Nike shoes are a high lifestyle quality fashion; hence they buy them.
Behavioral Segmentation
Behavioral segmentation puts much focus on how the clients behave, which is contrary to psychographic and demographic segmentation that emphasizes the identity of the customer. Focus on who a customer is. It looks at; the customer's habits in expenditure, purchasing, the status of the customer, and brand relations. Behavioral segmentation needs an advertiser or marketer to...