Motivations, Opportunities and Abilities
Motivations, Opportunities and Abilities relate to the extent of which a person is able to engage in a brand’s communications. Nike as a brand has always been about motivated their consumers, their communications are consistently trying to encourage their target market to do more which relates back to their slogan “Just do it” a slogan which is very broad bit holds meaning in itself that it can apply to almost any individuals life. Due to the brand awareness of Nike it is possible for most consumers to process the message the brand is sending in their communications, most consumers will have knowledge on ‘Just do it’ or the ‘Swoosh’. Generally the MOA variables are quite high when a consumer responds …show more content…
When a consumer pays voluntarily attention it is usually when they are seeking to satisfy wants or needs, such as a new pair of shoes, or in NikeFuels’s case, a health monitor. They have a variety of commercials available on their YouTube page, posted to their Twitter or to their Facebook. Sometimes involuntarily attention occurs when Nike markets towards specific demographics in the online marketplace, such as advertisements at the start of certain YouTube videos or text-based advertisements through Google Ads.
The marketers succeeded in marketing the NikeFuel by showing the functionality of the product. They did this by showing that it was a subtle product and wouldn’t hang off the wrist to the point that people would consider it clunky, reinforcing the style idea too. Another way they had the style idea was showing the people at the gig dancing with friends, to contrast it had the people running in a group to show the multiple uses for the …show more content…
The ‘Fuel’ counter was displayed consistently throughout the advertisement, reinforcing the products key feature of the statistic counter. Another aspect of the advertisement that was well done is creating Gestalt processing, Nike used a large amount of pictures and imagery in a small timeframe in order to communicate the most amount of information possible, this allows Nike to deliver the totality of the message to the consumer. However, this may have a negative effect as the consumer may not be able to process all of the information at once. One way Nike could have improved on the communications was to have better balance with the fun and functionality sides of the advert. It seemed like there was not enough focus on the fun aspect of the product as most of the ad focused on activities that are typically related to physical activity, as opposed to showing more scenes of people having social interactions and every day
Motivations, Opportunities and Abilities relate to the extent of which a person is able to engage in a brand’s communications. Nike as a brand has always been about motivated their consumers, their communications are consistently trying to encourage their target market to do more which relates back to their slogan “Just do it” a slogan which is very broad bit holds meaning in itself that it can apply to almost any individuals life. Due to the brand awareness of Nike it is possible for most consumers to process the message the brand is sending in their communications, most consumers will have knowledge on ‘Just do it’ or the ‘Swoosh’. Generally the MOA variables are quite high when a consumer responds …show more content…
When a consumer pays voluntarily attention it is usually when they are seeking to satisfy wants or needs, such as a new pair of shoes, or in NikeFuels’s case, a health monitor. They have a variety of commercials available on their YouTube page, posted to their Twitter or to their Facebook. Sometimes involuntarily attention occurs when Nike markets towards specific demographics in the online marketplace, such as advertisements at the start of certain YouTube videos or text-based advertisements through Google Ads.
The marketers succeeded in marketing the NikeFuel by showing the functionality of the product. They did this by showing that it was a subtle product and wouldn’t hang off the wrist to the point that people would consider it clunky, reinforcing the style idea too. Another way they had the style idea was showing the people at the gig dancing with friends, to contrast it had the people running in a group to show the multiple uses for the …show more content…
The ‘Fuel’ counter was displayed consistently throughout the advertisement, reinforcing the products key feature of the statistic counter. Another aspect of the advertisement that was well done is creating Gestalt processing, Nike used a large amount of pictures and imagery in a small timeframe in order to communicate the most amount of information possible, this allows Nike to deliver the totality of the message to the consumer. However, this may have a negative effect as the consumer may not be able to process all of the information at once. One way Nike could have improved on the communications was to have better balance with the fun and functionality sides of the advert. It seemed like there was not enough focus on the fun aspect of the product as most of the ad focused on activities that are typically related to physical activity, as opposed to showing more scenes of people having social interactions and every day