Ad Campaign Essays (Examples)
Study Document
Nike S Colin Kaepernick Ad Campaign
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Executive Summary
Nike’s decision to tap into “woke culture” and turn the out of work former NFL quarter Colin Kaepernick into a brand ad has been a controversial one since the sportswear company launched its Colin ad campaign in 2018. This paper discusses the strategic issue underlying Nike’s controversial campaign and shows how it was intended to leverage “woke culture” and gain competitive ad in an industry that ad largely stayed quiet on socio-political issues. This paper provides an external analysis, internal analysis, and financial analysis before ad the strategic issue. Alternatives are also discussed along with a recommendation and an implementation plan. Before beginning, background information on Nike is provided … 2020).
Company Goals
The goals of Nike are to focus on innovation, sustainability, and form strategic partnerships that will enhance the brand and ad to brand loyalty among consumers (Nusser, Mahle & Pätzmann, 2015).
Company Policies/Values
Core……
References
References
About Nike. (2020). Retrieved from https://about.nike.com/
Bartash, J. (2020). Apple’s Covid-19 warning. Retrieved from https://www.marketwatch.com/story/how-much-will-covid-19-hurt-the-us-economy-its-anyones-guess-right-now-2020-02-12
Delventhal, S. (2019). Nike facing challenging dynamics. Retrieved from https://www.investopedia.com/news/nike-facing-challenging-dynamics-goldman-sachs/
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
Neikirk, T. (2019). Nike sales are again way up. Retrieved from https://hillreporter.com/nike-sales-are-again-way-up-following-conservative-boycott-40033
Nusser, S., Mahle, I., & Pätzmann, J. U. (2015). How Social Commerce Communication can support Brand Loyalty: An Analysis of Nike‘s Efforts in Facebook Community Management. Markenbrand, (4/2015), 48-57.
Oyedele, A. (2018). Nike surges. Retrieved from https://markets.businessinsider.com/news/stocks/nike-earnings-q4-2018-2018-6-1027328545
Storey, G. (2019). Nike and the importance of meaningful brand values. Retrieved from https://polpeo.com/nike-and-the-importance-of-meaningful-brand-values/
Study Document
Social Media Campaign Discouraging Binge Drinking Among Teens
Social Media campaign: Discouraging Binge Drinking Among Teens
Problem Definition
Binge drinking, according to the Centers for Disease Control and Prevention – CDC (2019), could be … more drinks or women consume 4 or more drinks in about 2 hours.” As the CDC further points out, in every six US ad, one binge drinks a minimum of four times in a month. It is, thus, apparent that the problem of excessive consumption of alcohol … drinks a minimum of four times in a month. It is, thus, apparent that the problem of excessive consumption of alcohol is rather ad across the nation. The issue becomes even worse when binge drinking is increasingly becoming common amongst teenagers.
The National Institute on Alcohol Abuse … behaviors including irresponsible sex and abuse of hard drugs. It is also important to note that binge drinking has been linked to poor ad performance. Indeed, according……
References
References
Centers for Disease Control and Prevention – CDC (2019). Binge Drinking. Retrieved from https://www.cdc.gov/alcohol/fact-sheets/binge-drinking.htm
Centers for Disease Control and Prevention – CDC (2020). Underage Drinking. Retrieved from https://www.cdc.gov/alcohol/fact-sheets/underage-drinking.htm
Grenard, J.L., Dent, C.W. & Stacy, A.L. (2013). Exposure to Alcohol Advertisements and Teenage Alcohol-Related Problems. Pediatrics, 131(2), e369-e379.
Karen, P., Wei, Q. & Scott, L. (2017). Binge drinking and academic performance, engagement, aspirations, and expectations: a longitudinal analysis among secondary school students in the COMPASS study. Health Promot Chronic Dis Prev Can., 37(11), 376-385.
National Institute on Alcohol Abuse and Alcoholism – NIAAA (2020). Underage Drinking. Retrieved from https://www.niaaa.nih.gov/publications/brochures-and-fact-sheets/underage-drinking
Rothoni, A. (2019). Teenagers’ Everyday Literacy Practices in English: Beyond the Classroom. New York, NY: Springer Nature.
Study Document
Change Management At Nike
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Executive Summary
Nike’s decision to tap into “woke culture” and turn the out of work former NFL quarter Colin Kaepernick into a brand ad has been a controversial one since the sportswear company launched its Colin ad campaign in 2018. Nike needs to change the way it approaches its consumer base in America while simultaneously ad the supply chain issues that have arisen as a result of COVID-19, which has caused major production problems for Nike in Asia. While … There may be resistance to change within Nike if this plan were to be implemented, so Kotter’s 8-Step model should be used to ad and prevent potential resistance.
Table of Contents
Executive Summary 1
Introduction 2
Literature Review 3
Application of the Theory to the Organization in … back to America and put laid-off Americans back to work so that they can go out and consume Nike products, which……
References
Bibliography and References
Balaji, S., & Murugaiyan, M. S. (2012). Waterfall vs. V-Model vs. Agile: A comparative study on SDLC. International Journal of Information Technology and Business Management, 2(1), 26-30.
Boehm, B. (2002). Get ready for agile methods, with care. Computer, (1), 64-69.
Boehm, B. (2007). A survey of agile development methodologies. Laurie Williams, 45, 119.
Fernandez, D. J., & Fernandez, J. D. (2008). Agile project management—agilism versus traditional approaches. Journal of Computer Information Systems, 49(2), 10-17.
Freberg, K., Graham, K., McGaughey, K., & Freberg, L. A. (2011). Who are the social media influencers? A study of public perceptions of personality. Public Relations Review, 37(1), 90-92.
Cameron, E. and Green, M. (2015), Making Sense of Change Management: A complete Guide to the Models, Tools and Techniques of Organizational Change. Kogan Page: London
Kotter, J. P. (2012). Leading Change. Harvard Business Review Press.
TMZ. (2018). Kaep Deal Adds Up... WE GOT NIKE'S CUSTOMER BREAKDOWN. Retrieved from https://www.tmz.com/2018/09/06/colin-kaepernick-nike-contract-urban-consumers-market-research/
Study Document
Twitter External Internal Analysis Report To CEO
Appendix
External Analysis
1. PESTEL Analysis
1.1. Political
1.1.1.Global ad use of social media impacts the political landscape and is able to influence operations. (C-142)
1.1.2. Several high-profile world ad utilize social media platforms to ad their followers, the most notable being U.S. President Donald Trump who tweets regularly to announce global interactions with other political ad. They also have high interactions and reach with the global community: U.S President Donald Trump ad 30.13 million twitter followers as at May 2017 and former U.S. President Barack Obama ad 103 million followers as at June 2018 (C-142)
1.1.3. Depending on the political climate in various countries, governments may censor content and access … on the political climate in various countries, governments may censor content and access to social media platforms.
1.2. Economics
1.2.1. Generated revenues through ad, data licensing and other products. products. In 2017, total revenue generated was $2,443, 299,……
References
References
Thompson, Arthur A.,. (2015). Crafting and Executing Strategy: Concepts and Readings..New York: McGraw-Hill Education, (pp. 138-148)
Study Document
Compare Between Monarchy And Democracy
… Middle East, particularly in the United Arab Emirates (UAE), where a monarchical system of government has enabled the UAE to bring stability and ad. However, challenges remain, and this paper will describe the pros and cons of a system like UAE and compare it to that of … prose and cons will also be described.
The pros of a monarchical system are that there is stability and consistency of vision and ad. A monarch rules for life and the vision presented by the monarch can be implemented over a life time ad of rushed through in the brief span of a few years as is the case in democratic countries where elected ad have term limits. The monarch can proceed more slowly and cautiously and ad a long-term vision, whereas in democratic countries the vision is more short-term and reactive rather than proactive simply because the nature of the……
References
References
Brookings Institute. (2013). Kings for all seasons. Retrieved from https://www.brookings.edu/wp-content/uploads/2016/06/Resilience-Arab-Monarchies_English.pdf
Katz, N. (2019). How super pacs shape u.s. Elections with advertisements that portraym candidates in ways publicly identified campaign ads often avoid. Retrieved from https://scholars.org/contribution/how-super-pacs-shape-us-elections-advertisements-portray-candidates-ways-publicly
Lumen. (2020). Forms of government. Retrieved from https://courses.lumenlearning.com/atd-herkimer-introsociology/chapter/reading-forms-of-government/
Soskis, B. (2017). George Soros and the Demonization of Philanthropy. Retrieved from https://www.theatlantic.com/business/archive/2017/12/soros-philanthropy/547247/
Study Document
Sensible Gun Control Public Service
Persuasion is the cornerstone of ad. Using the classic rhetorical devices of pathos, ethos, and logos, ad create emotionally powerful campaign designed to change the ways consumers—or voters—think, act, and feel. The goal of ad is ultimately behavioral change. With public service announcements like those for gun control, ad use the same principles used to market goods and services. As with commercial product ad, public service announcements are created to invoke a cognitive and emotional response, to change social norms, and to induce meaningful and lasting behavioral … are created to invoke a cognitive and emotional response, to change social norms, and to induce meaningful and lasting behavioral change. One print ad by the organization Moms Demand Action for Gun Sense in America demonstrates the deft implementation of pathos, ethos, and logos in a striking … the organization Moms Demand Action for Gun Sense in America demonstrates the deft implementation……
References
Works Cited
“Gun Control PSAs By Moms Demand Action Are Striking And Powerful.” HuffPost. April 15, 2013. https://www.huffingtonpost.com/2013/04/15/gun-control-psas-moms-demand-action-for-gun-sense-in-america_n_3082504.html
Study Document
Healthcare Marketing
… have to be followed under U.S. law. For example, the FDA has rules for companies that want to market pharmaceuticals directly to consumers. Truth-in-ad laws have to be complied with. Stark Law rules and HIPAA rules both determine the extent to which social media platforms can be … social media platforms can be used by medical companies, with respect to doctors gaining referrals and the potential for patient information to be ad publicly in violation of the privacy rights of patients (Lane, 2019). Moreover, aside from issues of compliance, the nature of marketing has changed … patients (Lane, 2019). Moreover, aside from issues of compliance, the nature of marketing has changed to such an extent within the last few ad that much of ad itself has migrated from old media to new media to focus on targeted consumers. The Digital Age has ushered in a new era … the……
References
References
Arnold, D. G., & Oakley, J. L. (2013). The politics and strategy of industry self-regulation: the pharmaceutical industry's principles for ethical direct-to-consumer advertising as a deceptive blocking strategy. Journal of Health Politics, Policy and Law, 38(3), 505-544.
Blythe, J. (2009). Key Concepts in Marketing. Los Angeles: SAGE Publications Ltd.
Chand, S. (2019). Target Marketing: Four Generic Target Marketing Strategies. Retrieved from http://www.yourarticlelibrary.com/marketing/target-marketing-four-generic-target-marketing-strategies/13400
Dolliver, M. (2009). Take care when targeting the younger generations. Retrieved from https://www.adweek.com/digital/take-care-when-targeting-the younger generations-online-113643/
Goi, C. L. (2009). A review of marketing mix: 4Ps or more?. International journal of marketing studies, 1(1), 2.
Hartley, K. & Rudelius, W. (2001). Marketing, The Core, 4th Ed., McGraw-Hill.
Hawn, C. (2009). Take two aspirin and tweet me in the morning: how Twitter, Facebook, and other social media are reshaping health care. Health affairs, 28(2), 361-368.
Lane, T. (2019). Healthcare marketing laws. Retrieved from https://smallbusiness.chron.com/healthcare-marketing-laws-67307.html
Study Document
Valiant
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Vision Statement
We shall operate our business with excellence in all facets and at all times, treasure the exquisiteness and distinctiveness within the ad and marketing industry, and we will purpose to sustain our brand name and reputation in the highest regard possible.
Services
Valiant Marketing prides … the image and reputation of businesses and the products and services that they offer and will be focused on the LGBTQ consumers.
2. ad
This will include coming up with ad from the moment of conception of the ad to when they become completed. These services will have the fundamental objective of influencing the purchasing behavior of the LGBTQ consumers to lean … with businesses. The information gathered will be employed in ascertaining and delineating marketing prospects and problems; creating, modifying and appraising marketing actions in ad to enhancing understanding of the LGBTQ community.
Core Values
The following are the core……
References
References
NGLCC. (2019). About NGLCC. Retrieved from: https://www.nglcc.org/
Hill, C., & Jones, G. (2011). Essentials of strategic management. Nelson Education.
Hill, C. W., Jones, G. R., & Schilling, M. A. (2014). Strategic management: theory: an integrated approach. Cengage Learning.
Study Document
Global Transformations And The Human Condition Global Lives Of Things
… (Einstein, 2019). As indicated by Ponte (2002), more than 2.25 billion cups of coffee are consumed on an everyday basis. 54 percent if ad in America consume coffee with an average intake of at least three cups of coffee every day. In totality, it is approximated that … in the southern hemisphere and are usually categorized as low to middle income nations (World Intellectual Property Organization, 2017).
Worldwide exports by country ad up to an appraised US$ 31.1 billion in the 2018 fiscal year. In 2018, the country that exported the highest value worth of … Brazil with a total amount of US4.4 billion, signifying 14.1 percent of the total coffee exports. Brazilian coffee exports as projected by Agricultural ad Office in Sao Paulo for 2019/20 is 36.82 million bags, with every ad being equivalent to 60 kilograms. Second was Vietnam with a value of $3.3 billion, which represented……
References
References
Bhupathiraju, S. N., Pan, A., Manson, J. E., Willett, W. C., van Dam, R. M., & Hu, F. B. (2014). Changes in coffee intake and subsequent risk of type 2 diabetes: three large cohorts of US men and women. Diabetologia, 57(7), 1346-1354.
Cadden, I. S. H., Partovi, N., & Yoshida, E. M. (2007). Possible beneficial effects of coffee on liver disease and function. Alimentary pharmacology & therapeutics, 26(1), 1-8.
D’Costa, K. (2011). The Culture of Coffee Drinkers. Scientific American.
Einstein, E. (2019). The Health Benefits of Coffee: How does drinking coffee help your body and your brain? Scientific American.
Lucas, M., Mirzaei, F., Pan, A., Okereke, O. I., Willett, W. C., O’Reilly, É. J., ... & Ascherio, A. (2011). Coffee, caffeine, and risk of depression among women. Archives of internal medicine, 171(17), 1571-1578.
Ponte, S. (2002). The latte revolution? Regulation, markets and consumption in the global coffee chain. World development, 30(7), 1099-1122.
Rudeen, K. (2018). The History of Coffee and its Concurrent Marketing Strategies. Scholars Archive.
Samoggia, A., & Riedel, B. (2019). Consumers’ Perceptions of Coffee Health Benefits and Motives for Coffee Consumption and Purchasing. Nutrients, 11(3), 653.
Study Document
Program Rationale On Vaping
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The Centers for Disease Control and Prevention - CDC is categorical that “the use of e-cigarettes is unsafe for kids, teens, and young ad” (CDC, 2020). As a matter of fact, most e-cigarettes, as CDC further points out, have nicotine as one of the ingredients. In ad to having a negative effect on the brain development of ad, nicotine is also highly ad and as CDC observes, teens who smoke e-cigarettes have a significantly high likelihood of embracing cigarette smoking later on in life (CDC, 2020). … vaping has been on the increase in the county (County of Placer, 2019). Indeed, in this very county, “nearly a quarter of 11th ad reported having used an e-cigarette in 2018 — significantly higher than the number smoking whole cigarettes” (County of Placer, 2019). A wide range … of Placer, 2019). A wide range of reasons that have contributed to this trend.……
References
References
Centers for Disease Control and Prevention – CDC (2020). Quick Facts on the Risks of E-cigarettes for Kids, Teens, and Young Adults. Retrieved from https://www.cdc.gov/tobacco/basic_information/e-cigarettes/Quick-Facts-on-the-Risks-of-E-cigarettes-for-Kids-Teens-and-Young-Adults.html
County of Placer (2019). Placer, Others See Increase in Teen Vaping. Retrieved from https://www.placer.ca.gov/Blog.aspx?IID=8
National Institute of Drug Abuse – NIDA (2016). Teens and E-cigarettes. Retrieved from https://www.drugabuse.gov/related-topics/trends-statistics/infographics/teens-e-cigarettes
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