Message Analysis (MA)

Transcription

1 Message Analysis (MA) Nike s Lunarglide+ 3 Shield Featured in Men s Health Magazine By Alexander Joel Heriford MKTG 452 Professor Hope Schau Heriford - 1

2 Table of Contents 1. Capture pg Identification... pg Message... pg Communication Strategy.... pg Marketing Strategy..... pg Campaign Integration. pg Evaluation. pg Works Cited.. pg Nike s Lunarglide+3 Shield Advertisement pg.8 Heriford - 2

3 1. Capture The integrated marketing communication (IMC) piece featured in this message analysis (MA) report is a Nike advertisement in Men s Health Magazine. The advertisement host, Men s Health Magazine, is an ideal fit in that both the Nike piece and Men s Health Magazine contain aspects of fitness and health. The message analysis (MA) will trace the identification, message, communication strategy, marketing strategy, campaign integration, and finally an overall evaluation of the effectiveness of the Nike s advertisement featuring their product. 2. Identification The focal brand in this advertisement is Nike, which focuses on their new product, the Lunarglide+ 3 Shield athletic shoe. The advertisement is featured in a Men s Health Magazine issued during this past year s winter months. The image contains rain, sleet, and ice with the backdrop of a downtown metropolitan area. The IMC identifies the activity of exercising during poor weather aided by the Lunarglide+ 3 Shield shoe. Take Every Advantage is listed at the bottom-right corner of the advertisement. 3. Message This piece features several messages in order to accomplish the IMC. The first message is The Ultimate Ride, which is featured in the top right corner. Immediately below the previous mentioned statement is the description of the Lunarglide+ 3 Shield, which states Nike Lunarglide+ 3 Shield exceptional comfort and support, mile after mile. The bottom-right section of the article features Take Every Advantage under the notable Nike Swoosh, which differs from the common Just Do It! These messages play a role in the communication and marketing strategy. 4. Communication Strategy The communication strategy of the Nike advertisement is to effectively relay the information regarding the benefits of their innovative athletic shoe, the Lunarglide+ 3 Shield. In order to communicate the message to the viewer, the piece uses several different aspects. Some of the techniques involve the lettering, setting/location, wording, and the issue date of the advertisement. All of these qualities used collectively led to an effective piece of IMC. Another area analyzed in part of the communication strategy includes the devices (concepts). The strategy of the Nike s advertisement team targeted several areas in order to communicate the piece effectively. The first step involved in the IMC piece begins with conveying the message of durability and trusted. The shoe is featured directly in the center of the advertisement surrounded by bold lettering, treacherous weather for running outdoors (rain, sleet, ice, and night) in the setting, and a backdrop of a downtown metropolitan area. The only object present in the piece is the Nike shoe, which symbolizes its toughness to bear to elements of weather. Heriford - 3

4 The advertisement sends the message to the reader of ultimate durability throughout rough weather. The text in the IMC piece, The Ultimate Ride, allows the viewer to identify that owning the Lunarglide+ 3 Shield will provide a more stable and safer exercise during the treacherous weather. The usage of the word ride allows the readers to relate to the traction, similar to that of an automobile s tire. During the winter month, snow tires must be used on automobiles in order to assure the utmost traction. Nike s new Lunarglide+ 3 Shield shoe relates to the changing of traction during the winter season. The advertisement reinforces this testimonial in the smaller text beneath the shoe, which states If this shoe doesn t get you out the door this winter, nothing will. The layout and overall appearance of the IMC piece signifies that a high level of thought went into the advertisement. In the communication strategy, Nike is aware of its large brand awareness that the focal point involves the logo rather than the name. To sustain this large recognition amongst viewers is a feat that aids in conveying their message to the public. Also, with this lies a high level of source credibility. The Ultimate Ride statement is part of the focal point on the advertisement, which signifies a primacy effect. Also, the words/statements are organized into groups of three. All of the words/statements listed on the advertisement are organized into groups of three. One interesting concept Nike practiced in this advertisement is nowhere was the common phrase, Just do it, listed. A large part of all consumers or viewers of the brand know this phrase. Instead of using this widely known statement, the Nike Lunarglide+ 3 Shield IMC piece used the phrase Take Every Advantage under their brand logo. This statement stood out after viewing the advertisement, in a positive manner. The lack of Just do it and replacement of Take Every Advantage created a positive resonance in the IMC piece. 5. Marketing Strategy Nike s Lunarglide+ 3 Shield advertisement tackles the issue of wearing an athletic pair of shoes during the winter season. The communication strategy previously analyzed describes the efforts taken, as well as uniqueness of the product. The overall marketing strategy of the Nike IMC piece is to introduce a new product, develop awareness, and enhance Nike s brand image. These are some of the more noticeable objectives of the advertisement. Nike s Lunarglide+ 3 Shield communication goes hand-in-hand with the marketing strategy. All of the elements, statements, and positioning used in the advertisement aids in introducing their new product to complement the winter season. The ice, rain, and sleet aid in creating awareness to the consumer that the winter season may be treacherous. Need recognition is created in the targeted consumer of their new shoe to overcome winter climate. Information is also supplied to the reader at the bottom of the advertisement to explain the advantages. These are two of the first steps in the Heriford - 4

5 consumer s decision-making process. Nike successfully creates an introduction of the new product as well as sparking the consumer s decision-making process. Most leisure runners use the same pair of running shoes for a specific period of time. Nike s placement of this advertisement in the Men s Health Magazine reaches out to men who achieve a healthy lifestyle. Although the Men s Health Magazine consumers may have a broad knowledge of running, they may not be experts. The Lunarglide+ 3 Shield advertisement is focused to an athletic lifestyle rather than specifically running lifestyle, in which case would be placed in a running magazine. The announcement of the specialized winter athletic shoe creates awareness to the viewers of Men s Health Magazine. The Lunarglide+3 Shield is a shoe guaranteed to get you out of the door this winter. As an avid reader of Men s Health Magazine and informative material regarding athletics, I was unaware of different running shoes for different weather. As an assumption, I believe most of the general public fall into this same thought. Nike s advertisement created somewhat of a public service announcement (PSA) in order to inform the public that the right apparel can conquer poor weather condition. Even if a viewer choses Adidas over Nike, that viewer may look into a similar shoe made by Adidas. Nike s brand image thus increases to all viewers by creating an awareness of using the correct athletic shoe during specific weather. 6. Campaign Integration The Nike Lunarglide+ 3 Shield campaign was primarily targeted in the Men s Health Magazine s winter issue. This comes at the most opportune time to market the specific features of the shoe (breathable, water-resistant, and winter approved). The time frame for Nike s Lunarglide+ 3 Shield campaign seems fairly short, since the advertisement only featured in one Men s Health Magazine. Although the campaign specifically seemed short for the Lunarglide+ 3 Shield it marked as part of the larger Nike campaign, Take Every Advantage. Innovating the campaign involved Razor and US Sydney behind Nike s own agency (Brandt). The Lunarglide+ 3 Shield used the tagline Take Every Advantage in all of their messages to consumers. As stated in an article, the tagline intended to run home the message to competitive runners that Nike leads the world in product and running innovation (Brandt). Nike intended to present the fact that they remain leaders in providing innovative technology to avid runners. The Lunarglide+ 3 Shield marketed young competitive runners who run both day and night in urban environments (Brandt). This specific marketing can be traced to the communication strategy by the usage of the environment, devices, and messaging. The Take Every Advantage campaign plays a role in Nike Soccer, Nike Football, Nike Basketball, Nike Tennis, and Nike Running. Since roughly the summer of 2011, the campaign spread across their own stores, billboards, commercials, and more. One of the more publicized actions involved English football (soccer) during August The Heriford - 5

6 campaign featured the CTR360 football shoe with the lines Be the weapon not the target and ultimately using the tagline Meet the new boss. Take advantage of control (Grand Visual). The tagline used gives the impression to the potential consumer of the advantages regarding the football shoe. The Take Every Advantage campaign differed from the original tagline of Just do it. The change took a different approach in explaining what Nike offers to the table in all of their sports. Out of all the commercials, websites, billboards, and print advertisements, Nike displayed their uniqueness in products and competitive advantage over their competitors. The campaign differed from the original, but it still maintained a high recognition amongst viewers. Their Nike Basketball Take Every Advantage Facebook page alone maintains, as of today, likes (Facebook Nike Basketball ). The different approach sparked an innovative and new awareness to Nike s products. 7. Evaluation On the initial viewing of the Lunarglide+ 3 Shield advertisement in the Men s Health Magazine, I obtained an immediate interest. The design, messaging and devices used seemed unique compared to original Nike advertisements. All of the advertisement s elements used jointly delivered an effective message. Nike proved to its viewers the advantage their product obtains over their competitors and that every advantage should be taken. In order to successfully promote their new product, as well as new tagline, Nike employed a communication and marketing strategy. These two strategies used together attracted the attention of the viewer and aided the consumer decision-making process. During the campaign integration section of this report, I discovered the Take Every Advantage tagline appears in numerous sports product offered by Nike (basketball, football, running, tennis, etc.). In order to accommodate the new tagline, Nike advertisements appeared on YouTube, print advertisements, Nike.com, Facebook, billboards and more. These numerous approach reached out to numerous viewers, informing them of the advantage. Although the campaign is rather new to gather public reports on its success, articles and social media suggest a fairly effective campaign. The communication and marketing strategy aided the integration of the Lunarglide+ 3 Shield, as well as their whole Take Every Advantage campaign. Heriford - 6

7 8. Works Cited 1. Brandt: Nike tells runner to take every advantage advantage- 2. Facebook: Nike Basketball PH Take Every Advantage 3. Grand Visual: Nike FA11 Take Every Advantage Heriford - 7

8 9. Nike s Lunarglide+3 Shield Advertisement Heriford - 8