Nike promotes its products by emphasizing its swoosh logo and using celebrity athletes. The brand focuses on using sports stars who are receiving a lot of media attention, like Tiger Woods at the height of his affair scandal.Know More
Nike's primary form of promotion is making its swoosh logo prominent on all of its merchandise and adverts. The location of the swoosh generates maximum exposure, which ensures the brand is recognizable worldwide. Nike takes this approach in tandem with using sports stars to promote its products. For example, if Michael Jordan is wearing Nike shorts, the swoosh is highly visible.
Nike also makes the most of media attention to promote its brand. In 1985, Michael Jordan wore Nike shoes while playing, and was fined $5,000 per game for doing so. Nike paid the fines for the privilege of using him, and benefited from the way the media promoted its tactics. In 2010 when Tiger Woods was receiving a lot of media attention following his affair scandals, Nike chose to use him in its commercial. This was the brand's way of capitalizing on the world's widespread interest in Woods at the time.
In addition to manipulating media scandals, Nike makes the most of sports events that generate a lot of attention. For example, the company became the official shoe sponsor of the Los Angeles 1984 Olympics.Learn more about Advertising
Carolyn Davidson was a student at Portland State University when Nike founder Phil Knight offered her $2 per hour to do graphic design work for his company. Davidson billed $35 for the Swoosh design project, which is a comparative bargain for such an iconic brand logo. At the time, Knight's fledgling company was not yet called Nike but instead Blue Ribbon Sports (BRS). Knight eventually gave Davidson a more substantial form of remuneration: a diamond ring engraved with the Swoosh logo and an undisclosed amount of Nike stock after the company went public in the 1980s, a gesture that Davidson has described as generous given that her original invoice of $35 from 1971 was paid in full.Full Answer >
A primary reason companies advertise products is to explain the benefits to a particular target market that has need for the product. An initial goal of product promotion is to build awareness that the product offering exists.Full Answer >
Photography portrait services offered at Wal-Mart are no longer available, as of 2013. CPI Corporation and PictureMe, which operated out of some Wal-Mart stores, ceased providing in-store portrait studio services at nationwide Wal-Mart locations during the same time period and closed without giving notice to Wal-Mart or its studio customers.Full Answer >
Advertising is essential for informing and attracting potential customers. James F. Kelly, brand leader for PricewaterhouseCoopers, says that advertising is "a highly efficient way to say hello and offer a sense of ourselves to potential clients." Writing for Forbes, Kelly claims that advertising keeps a business's name in customers' minds, drives growth, builds the brand and has the potential to increase revenue.Full Answer >