Introductory Video Summery
Nike has one of the strongest brand names, appealing to almost everyone in the world. Nike implements emotional branding into their advertisements, using the story of heroism. Most of their advertisements start off with an internal struggle that goes on inside everyone’s head, “the battle between lazy you and healthy you.” Nike uses this strategy because it is ultimately relatable to everyone, catching the viewer’s attention and most importantly, the consumer’s loyalty. Another strategy Nike uses to catch the viewer’s attention is the use of celebrity endorsements, people we all know. Most of these celebrities are the most prestigious and well-known athletes in the world.
There is one problem with the use of celebrity endorsements, a string of these athletes have come under terrible scandals, affecting Nike’s reputation. This video tells the story of Oscar Pistorius, the South African running star who was charged with the murder of his girlfriend. So, the question is, does Nike need to pivot on its marketing strategy? Matthew Futterman says that in terms of their strategy, Nike knows what they are doing and they have incredible results, doubling their revenues in the last decade. Even though this is a huge risk to Nike’s reputation, the shareholders only care about one thing, returns. …show more content…
Central-Route Processing is high effort, meaning consumers tend to put more thought into their purchase decisions. They don’t get caught up in the music of the ad and instead process it on a deeper level of thought. These consumers tend to have a more predictive behavior, and their attitude changes are likely to last longer. Therefore, if an endorsement for some reason were to go south, as the given examples in the video, these customers tend to stay more loyal if the advertisements continue to stay positive and keep the overall brand message at the front of their
Nike has one of the strongest brand names, appealing to almost everyone in the world. Nike implements emotional branding into their advertisements, using the story of heroism. Most of their advertisements start off with an internal struggle that goes on inside everyone’s head, “the battle between lazy you and healthy you.” Nike uses this strategy because it is ultimately relatable to everyone, catching the viewer’s attention and most importantly, the consumer’s loyalty. Another strategy Nike uses to catch the viewer’s attention is the use of celebrity endorsements, people we all know. Most of these celebrities are the most prestigious and well-known athletes in the world.
There is one problem with the use of celebrity endorsements, a string of these athletes have come under terrible scandals, affecting Nike’s reputation. This video tells the story of Oscar Pistorius, the South African running star who was charged with the murder of his girlfriend. So, the question is, does Nike need to pivot on its marketing strategy? Matthew Futterman says that in terms of their strategy, Nike knows what they are doing and they have incredible results, doubling their revenues in the last decade. Even though this is a huge risk to Nike’s reputation, the shareholders only care about one thing, returns. …show more content…
Central-Route Processing is high effort, meaning consumers tend to put more thought into their purchase decisions. They don’t get caught up in the music of the ad and instead process it on a deeper level of thought. These consumers tend to have a more predictive behavior, and their attitude changes are likely to last longer. Therefore, if an endorsement for some reason were to go south, as the given examples in the video, these customers tend to stay more loyal if the advertisements continue to stay positive and keep the overall brand message at the front of their