Marketing Campaign of Nike Essay Example | Topics and Well Written Essays - 1750 words

Marketing Campaign of Nike - Essay ExampleThe author has rightly presented that the substandard endeavors of International majestic Committee (IOC) demanded to undertake that their chosen sponsors receive hefty spotlight during London Olympics games. The associated athletes were restricted for two weeks from showing their appearance for any unofficial sponsors. Unofficial sponsors were not allowed to gain benefits from Olympic themed messages. For a large number of ads, the plan of IOC worked. However, some creative companies and athletes found their way around the system. Nike was one such company that came up with a chichi approach. Instead of investing millions of dollar for obtaining official sponsorship, it found a distinct way to celebrate Olympics at London. The company launched a new marketing bm, title as Find Your Greatness. This ad campaign featured everyday athletes from around the world. The concept is cleverer in terms of breaking through with(predicate) the adver tising blackout of IOC. altogether a select few will be able to find their spot in London Olympics but it does not mean that greatness has been missed from rest of us common people. The level of greatness might not be equal to that of these athletes but most importantly, it exists. The rationale of the campaign is explained by Nike It is not just the championship athlete or record breaker that aspires to push their limits. It is also the everyday athlete, who strives to excel on their own terms, to set and realize in the flesh(predicate) goals and hand their own defining moment of greatness. Thats the insight behind Nikes Find Your Greatness campaign, a powerful message to inspire anyone who wants to achieve their own moment of greatness in sport, launched just as the world focuses on the best of the best (Media News Line, 2012).Evaluation of Campaign The marketing campaign of Nike will be evaluated in two ways. First, a famous marketing model of DAGMAR will be applied in fello wship to determine the travel as mentioned in the framework and as applied by Nike. Second, the evaluation of this campaign will be conducted to determine how potent the campaign has remained in order persuade the audience, which in essence, is the core purpose of marketing campaign. Application of DAGMAR FrameworkThe framework of DAGMAR is useful in order to build awareness of the brand among present-day(prenominal) and potential customers. The purpose of this model is to alter the buying behavior of customers. DAGMAR is a contraction for Defining, Advertising, Goals for Measured Advertising Results. Ideally, when this model is applied, the target audience moves easily through all the stages of this framework. These stages are based on the common decision-making and cognitive pattern of people when they decide whether to purchase something or not. This model is based on basketball team key stages. These key stages are followed either in a single advert or in a series of advertis ing