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Essay / Research Paper Abstract
6 pages in length. Understanding how to reach a target market is the fundamental principle to successfully influencing consumer behavior. The extent to which such a formula either makes or breaks a company's competitive prowess is both grand and far-reaching; that consumer behavior is often solely based upon advertising techniques speaks to an entirely modified industry from how things used to be only a few decades ago. The writer discusses how sportswear manufacturer Nike tapped into a tremendous marketing approach to sway consumer behavior with its popular 'Just Do It' campaign. Bibliography lists 5 sources.
Page Count:
6 pages (~225 words per page)
File: LM1_TLCConsuBeh.rtf
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far-reaching; that consumer behavior is often solely based upon advertising techniques speaks to an entirely modified industry from how things used to be only a few decades ago. Sportswear
manufacturer Nike tapped into a tremendous marketing approach to sway consumer behavior with its popular Just Do It campaign, which has "been successful in increasing sales for the company and
has also become a motivational philosophy for many individuals" (Gullo, 1994, p. 50). Nikes Just Do It campaign incorporated all the illusory components
necessary in todays society as a means by which to create a strong following. With their slick advertising campaign targeted towards health-related and self-esteem issues, the company was able
to reach virtually all consumers. Interestingly, shoes and athletic wear are not the only products Nike is trying to sell in its Just Do It campaign. The underlying
message within this particular marketing strategy speaks to a larger concept of risk taking and adventure, implying that by just doing it without premeditation, the individual stands to gain significant
benefits from the action. Playing upon the emotional and physical gratification that users of their products will acquire, Nike taps into what used to be an otherwise a forbidden
zone in advertising. In the beginning, advertisers had not yet learned to manipulate the public by means of psychological strategy; indeed, it has not been all that long since
marketing campaigns have utilized ethically questionable tactics to sell the companies products. Consumer capitalism, which began in the late nineteenth century "with the opening of the first department stores
and increased with the growth of advertising and retailing" (Lapham, 1993, p. 10), represents "an artificial appetite [whose] values have replaced earlier religious and political ideals" (p. 10). Nikes entire
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