Premium Essay

Nike’s Inimitability Throughout the Internet Advertising Field

In: Computers and Technology

Submitted By jalisic
Words 2987
Pages 12
Nike’s Inimitability throughout the Internet Advertising Field

With the increased use of the World Wide Web in the last ten years, marketing became a non-excludable factor for every kind of business. Since the consumer remains the main focus of every successful marketing strategy, the internet opened up endless opportunities for efficient advertising because potential customers would expose themselves towards the Internet constantly. Especially, the technology-savvy generation nowadays emphasized the movement of everyday life actions towards the Internet. Companies realized the development and took advantage of the shift by paying more attention towards e-commerce. This automatically indicated the evolution of online marketing throughout the last five years. Since marketers solved the problem about where to market efficiently, another controversial question emerged: “How to reach the consumer most efficiently?” Recent statistics record an already expected, radical growth in this section, which drastically changes the online advertising environment. Although this change opens up various opportunities for advertisers, they still remain skeptic since no concrete formula for the measurement of various types of online advertising exists. However, a high percentage of marketers believe that effective marketing consists out of building up brand awareness which indicates sales. The Internet offers the capability to enforce those two factors. So, companies that are willing to adapt their marketing plans, to invest into online marketing and take the risk, caused by the lack of direct proof of the efficiency of certain ads, will come out ahead. Nike Inc., as a model example, presents a unique way of using Internet advertisement, which makes its competitor Adidas drag behind.
Nike Incorporations realized the enormous potential in this category of advertising. Companies…...

Similar Documents

Premium Essay

Internet vs Tv Advertising

..."DIFFERENCE BETWEEN INTERNET ADVERTISEMENT AND TV ADVERTISEMENT IN BUILDING STRONG BRANDS" WHAT IS A BRAND? According to Rita Clifton, CEO of Interbrand Newell and Sorrell - a leading specialist brand consultancy firm - a brand is: "A mixture of tangible and intangible attributes, symbolized in a trademark, which, if properly managed, creates influence and generates value" This definition truly captures the essence of a brand, and highlights the importance of brand management. Branding is about creating 'value', both for customers, and for the company. This value stems from the products and services that companies create and bring to the market, but extends further to encompass added values derived from factors such as the brand-customer relationship, the brand's emotional benefits and its self-expressive benefits. Other common descriptions of a brand include - a 'relationship', a 'reputation', a 'set of expectations', and a 'promise'. It is a company's promise to consistently deliver a specific set of features, benefits, and services to customers. Brands are richly endowed entities. They start life as ideas, making their way into planning and strategy documents, yet ultimately reside as consumer perceptions. For some companies, brands are their most valuable asset. The space a brand occupies inside a customer's head can create a 'mental' patent, which grows out of the cumulative memory and the experiences customers have of products or services. As...

Words: 2427 - Pages: 10

Premium Essay

The Impact of Internet Advertising Through Consumer

...Summary The Advertising Standards Authority of Singapore (ASAS) is an Advisory Council to the Consumers Association of Singapore (CASE). It was set up in 1973 to promote ethical advertising in Singapore and is the self-regulatory body of the advertising industry. Self-regulation means the responsibility of ensuring truthful advertising lies with both advertisers and consumers. This works in the interest of both advertisers and consumers because it ensures that through fair play, there is a balance of trust and responsibility between them. In the situation that an investigation into a misleading ad uncovers an unfair business practice, ASAS may refer the matter to CASE for action to be taken under the Consumer Protection (Fair Trading) Act. CHAPTER 1: INTRODUCTION 1.1 BACKGROUND Advertising has been existed for many decades. It is one means of promotional mix which has its ultimate function to set up channels of information and persuasion to sell goods and services or promote an idea (Belch & Belch, 1998; Aaker, 1991). As an integral part of social and economic systems and one of the rapidly growing industries, advertising determines the GDP (Gross Domestic Product), of a country to a considerable extent during the late 1980s (Belch & Belch, 1998; Daniels, 1995). Advertising is considered to be one of the marketing communication tools. Communication is the process of giving or an exchange of information and the science of transmitting...

Words: 1071 - Pages: 5

Premium Essay

Internet Advertising

...into the Internet, and more signing on every day, information that is printed online is viewed by a massive number of consumers. This large number of potential consumers has fueled the motivation for advertising agencies and companies to post ads online. This paper examines how the internet community is continually growing and how companies are taking advantage of this growth and utilizing the internet as a medium to advertise. It looks at how through the variety of mediums available, companies can reach a greater customer base than they would have reached through using traditional media, such as television or newspaper. It discusses how, the potential exists for internet advertising to be the primary means of advertising and how, as the technology continues to be enhanced coupled with the internet's accessibility and mobility, we will most likely see more companies utilizing internet advertising as the preferred medium to potential customers and investors. Introduction Internet Advertising is the way of the future and it is very evident since many companies and businesses have their own web sites and advertisements are located all over the World Wide Web. The Internet or World Wide Web is quickly becoming the most effective way for a business to advertise their products or services to customers. Web sites such as search engines or small sites that sell advertisement space for sponsoring are profiting highly from the increase of advertising on the Internet......

Words: 458 - Pages: 2

Free Essay

Advertising

...[CONTENTS LETTER OF TRANSMITTAL……………………………….04 INTRODUCTION……………………………………………..05 SITUATIONAL ANALYSIS………………………………… 06 ADVERTISING PROBLEM…………………………………. 07 ADVERTSING OPPORTUNITES…………………………… 08 KEY PLANNING DECISIONS……………………………… 09 IMPLEMENTATION………………………………………… 10 EVALUATION………………………………………………… 11 BUDGET……………………………………………………….. 11 THE CREATIVE STRATEGY………………………………..12 THE MEDIA STRATEGY…………………………………….13 OTHER COMMUNICATION TOOLS……………………... 17 LETTER OF TRANSMITTAL 19th December 2007 MR EHTESHAM ALI Senior Lecturer College of Management Sciences PAF KIET Korangi Creek Karachi, Pakistan Respected Sir, Here is the advertising report required as a component for assessment of our group in the course “ADVERTISING” This report provides an overview of how the advertising plan should be made when a product is being launched in the market. What are the tactics and strategies used in order to implement the overall campaign plan Please do not hesitate to contact us if you have any questions regarding this report. Yours Sincerely Raieef Qureshi INTRODUCTION: Lipton was created at the end of the 19th century by Sir Thomas Lipton. Under the slogan “direct from the tea gardens to the tea pot,” this entrepreneurial businessman wanted to make tea a popular and approachable drink for everyone - with a high quality but reasonably priced product.......

Words: 3615 - Pages: 15

Free Essay

Current Advertising Campaign Analysis of Nike, Inc.

... Lee From: Yuhui Mo Subject: Current Advertising Campaign Analysis of Nike, Inc. The purpose of the report is to analyze the current advertising campaign of Nike, Inc. Furthermore, this report helps answer what type of advertisement the Nike uses, who Nike's target audience is, and how effective Nike's advertising campaign is. This report recognizes that advertising strategy, which emphasizes communication, lifestyle, and star effect plays a very large part in Nike’s overall success of advertising campaign. The research in this report will provide useful information in obtaining a depth understanding of the advertising campaign of Nike, Inc. While the report researches a variety of advertising campaign and effectively targeted populations in the market, it cannot analyze each aspect in the advertising campaign. Therefore the report will focus on advertising strategy. Due to lack of data of recent years, the report will pay attention to the financial performance from 2005 to 2009. Using the information in the report may help understanding of current market strategies, which will in turn help the development of future market strategies. Current Advertising Campaign Analysis of Nike, Inc. Prepared for Mr. Lee WRD 203-013 Instructor 1318 Patterson Office Tower Lexington, KY 40506 Prepared by Yuhui Mo 261 Simpson Ave Lexington, KY 40504 8 November 2013 TABLE OF CONTENTS INTRODUCTION 1 ADVERTISING STRATEGY 1 Focus On......

Words: 2974 - Pages: 12

Premium Essay

Advertising & Imc

... Belch: Advertising and Promotion, Sixth Edition Front Matter Preface © The McGraw−Hill Companies, 2003 Preface The Changing World of Advertising and Promotion Nearly everyone in the modern world is influenced to some degree by advertising and other forms of promotion. Organizations in both the private and public sectors have learned that the ability to communicate effectively and efficiently with their target audiences is critical to their success. Advertising and other types of promotional messages are used to sell products and services as well as to promote causes, market political candidates, and deal with societal problems such as alcohol and drug abuse. Consumers are finding it increasingly difficult to avoid the efforts of marketers, who are constantly searching for new ways to communicate with them. Most of the people involved in advertising and promotion will tell you that there is no more dynamic and fascinating a field to either practice or study. However, they will also tell you that the field is undergoing dramatic changes that are changing advertising and promotion forever. The changes are coming from all sides—clients demanding better results from their advertising and promotional dollars; lean but highly creative smaller ad agencies; sales promotion and direct-marketing firms, as well as interactive agencies, which want a larger share of the billions of dollars companies spend each year promoting their products and services; consumers who no......

Words: 31428 - Pages: 126

Premium Essay

Internet Advertising

...Internet Advertising ------------------------------------------------- Top of Form Bottom of Form No matter where across the globe any given human lives or even how much effort one may put into avoiding the utilization of the internet, there is no doubt that it is virtually impossible to completely avoid “connecting” to this technology. One of the most rapid shifts that has occurred along side of the advancing internet technology and application, is the utilization of the internet by organizations around the world when seeking to grow profitability through effective advertising. In fact, it is well known that such growth of the internet has set free the flow of information and simultaneously, “transformed the business of advertising” (Ratliff & Rubinfeld, 2011). Internet advertising has become perhaps the most primary method of an organizations approach to reaching their existing and potential customers while traditional offline methods merely act as a supplement. Donnelly and Peter (2015), point out that realized advantages that make this method of advertising so attractive are multiple to include; Interactive, Timely, Specificity of placement into key interest sections, High information content, Low cost per exposure, and Very favorable medium (p. 151). Ultimately, today it is virtually impossible to browse the web without being presented with several forms of online advertising in the shape of visual display ads such as pop-ups and pop-downs as well as......

Words: 1799 - Pages: 8

Free Essay

Impact of Internet Advertising on Consumer Buying Behaviour

...and maintenance of the rural IT network by the corporate entity. Keywords Rural e-market, Shared Ownership, Local Leadership, Meta Market Biographical notes Dr. B. Bowonder is a Dean, Tata Management Training Centre, No. 1, Mangaldas Road, PUNE – 411 001, India, Tel: 91-20-612 0141, E-Mail: bowonder@tata.com Mr. Vinay Gupta is a Research Associate, Administrative Staff College of India, Hyderabad his contact address is Bella Vista: Hyderabad. Tel: 23310952 Fax: 23312954. E-mail: positivevinay@yahoo.co.in Mr. Amit Singh is a Research Associate, Administrative Staff College of India, Hyderabad his contact address is Bella Vista: Hyderabad. Tel: .23310952 Fax: 23312954. E-mail: singh_amit@hotmail.com Rural Market e-Choupal “Internet will extend electronic marketplace and make it the ultimate go-between, the universal middleman.” - Bill Gates Introduction India is second most populous country in the world. Majority of its population lives in villages & earns their livelihood through farming. Agriculture is the backbone of Indian economy. It contributes around 26% of the total GDP. 65% of Indian population lives mainly in its 600,000 villages. Agriculture is the mainstay of the majority of the villagers as they are employed in agriculture or agriculture related services. Presence of diverse agro climate zones and a variety of soil and agro-climatic conditions have made possible the cultivation of almost every item from cash crops to food grains. Agriculture......

Words: 7556 - Pages: 31

Premium Essay

The Research on Mobile Internet Advertising

...象。本文对此也提出了弥补方法,一是加大在移动互联网端的广告投入,二是通过移动 互联网营销的实际案例,提出移动互联网时代新型的更有效的营销方式。 关键词:移动广告 中外对比 移动互联网营销 I Abstract With the substantial popularization of mobile devices and the development of wireless Internet technology, mobile Internet media market has shown an amazing boom in China. To differentiate the similarities and differences between mobile Internet media market in China and overseas, I collect data in terms of market scale, mobile ad target industry and mobile Internet media. The result shows that there is still a huge gap for Chinese mobile Internet advertising market to cover. Although the future of Chinese mobile Internet ad is bright and promising, it is still facing a major problem which is lack of marketing. I find that the percentage of time people spent on mobile devices is disproportionately larger than that of the money advertisers invest in mobile Internet advertising. In order to solve this problem, two ways are recommended. First, the advertisers should pay attention to the surge of this new media and invest more in mobile ad. Second, the advertiser should utilize the special characters of mobile Internet and create new and efficient ways of marketing which can only be effective in this upcoming mobile Internet age. Key Words: Mobile Internet Advertising Mobile Internet Marketing II 诚信保证 我通过自己的签名保证:我的论文是独立完成的,无他人代笔,所有从出版物中的 引用(包括图表等)均注明了出处;除了注明的文献之外,没有使用其他文献。 签名: 日期: III 目 录 第一章......

Words: 1815 - Pages: 8

Premium Essay

Nike's Shift Towards the Digital World

...E-BUSINESS Nike’s shift towards the digital world Source: Google images Student ID: 1202654 Module: IB3B00 Word count: 2186 Description of Nike and its market Nike.inc is the world’s leading designer, marketer and distributor of athletic footwear, apparel, equipment and accessories as they claim it themselves. Nike, which was initially Blue Ribbon Sports, started off in Beaverton, Oregon in the USA in 1964 (where their HQ are still located today) and officially became the Nike brand in 1970. (NIKE, Inc. – About NIKE, Inc., 2014) They have been constantly increasing its range of products and services in all types of sports. Nike.inc is the owner of three other brands: Converse.inc, Hurley International LLC and the Jordan Brand. (NIKE, Inc. Reports FY2013 Q4 and Full Year Results, 2013) However in this report we will solely focus on the Nike brand. Nike’s revenues from its operations in 2013 were $25.3 billion. Other financial information can be found at http://investors.nikeinc.com. Nike, Adidas Group (including Reebok) and Puma are positioned as the key players in the global sports apparel market. Nike is believed to be the global leader in the athletic footwear market, where its main focus lays, with an estimated worldwide market share of 20% in 2012 and with most of its sales coming from North America (44% in 2012) and Western Europe. (19% in 2012) (Trevis Team, 2013) 2 Executive Summary This report focuses on the impact of the Internet on Nike’s business......

Words: 3548 - Pages: 15

Premium Essay

Promotional Advertising Strategies

...Running Head: PROMOTIONAL & ADVERTISING STRATEGIES: NIKE vs. UNDER ARMOUR Promotional & Advertising Strategies: Nike vs. Under Armour Contemporary Business March 8, 2015 Promotional strategy can determine a company’s success. Promotion, according to Kurtz, is the function of informing, persuading, and influencing a purchase decision (2013). Throughout this paper, I will compare and contrast promotional strategies between two major sporting apparel companies: Nike and Under Armour. I will also show how pricing decisions of each company has resulted in competitive gain or loss. I chose to write about Nike and Under Armour because they are two major sport apparel companies competing to win consumers over. Even though Nike is the “big dog”, and Under Armour is the “underdog”, both companies have phenomenal marketing strategies. Marketing managers for both companies promote through television, radio, internet, direct mailings, and newspaper and magazine ads. This is called integrated marketing communications or IMC (Kurtz, 2013). Nike has come up with a new product and marketing strategy aimed at finding ways to capture the woman’s sport apparel market after years of failed attempts (Warner, 2005). After interviewing different women, Nike found that most women want a sports outfit that has cross-functional uses. One consumer stated that she wants a nice outfit that’s suitable for hanging out with friends, wearing it to work, or simply......

Words: 1597 - Pages: 7

Premium Essay

Advertising and the Internet

...Advertising & the Internet The Internet has revolutionized the world in many ways, including the method in which companies promote their products. With its low-cost advertising and abundance of e-commerce through the Internet, many companies have benefited with the reduction in their marketing and advertising costs. Although in the U.S. Internet advertising revenues for the first half of 2009 declined by 5.3% from the previous year, interactive marketing is still one of the advertising sectors that have been the least affected by the economic downturn (www.iab.net). There are many different types of advertising including ad insertions, banner ads, Social network advertising, compensation advertising, blogs, cookies, and spam. Display ads, classified ads, and search engine ads are three advertising categories created by the Internet over the past decade. The flexibility and ease of access of the Internet has made it a target for many companies for Internet advertising. There is a greater range in which advertisers can reach their target markets by advertising through the Internet. The Internet spans the globe, which means that targeted markets can be exposed to the advertisements at once, rather than needing to advertise in different newspapers, television stations, and radio stations. Traditional television advertisements require periodic updating while an Internet advertisement may be updated less frequently. The ease of updating or changing an ad also increases......

Words: 2099 - Pages: 9

Premium Essay

Internet Field Trip

...Internet Field Trip Forecasting Methods Environmental Scanning Environmental scanning refers to the process of scanning the media to identify emerging issues to enable organizations or individuals to anticipate and respond to changes in the external environment. Scanning is meant to provide strategic intelligence to the strategic planning process by identifying changing trends and potential developments, monitoring them, forecasting their future pattern and assessing their impacts. The objective of scanning is to look over the widest range of possible factors and to identify connections with the organization's function or business, and especially to identify the significant positive or negative effects those could have on the organization and its activities. Scanning may be active or passive. Passive scanning is what most people do when they read journals or newspapers. (Methods and Approaches of Futures Studies) Judgmental Method Judgmental Forecasting is the most common method of actual Forecasting. especially when the decision to be undertaken is critical and exact data required is unavailable or unreliable. Such methods are particularly useful when historical data is scarce. This method is used when the forecaster views himself as an expert in the area. Judgmental Forecasting may be based on theory and/or actual analysis of data, but, no formal decision rule exists to lead to ultimate forecast. It is sometimes argued that subjective analysis is useful......

Words: 1243 - Pages: 5

Premium Essay

The Effect of Banner Advertising on Internet Purchasing

...in this reading brief paper,“ The Effect Of Banner Advertising on Internet Purchasing ” investigated the relationship between banner advertising and purchasing patterns on the internet. The authors used a behavioral database that consists of customer purchases at a Web site and individual advertising exposure. The authors measure the impression of banner advertising on current customers’ probability of repurchase while accounting for duration dependence. (1) The authors formulate a model of individual purchase timing behavior as a function of advertising exposure. A survival model was used to model the probability of a current customer making a purchase in any given week (since the last purchase). The duration dependence in the customers’ purchase behavior is captured through a flexible, piecewise exponential hazard function. The advertising covariates enter through a proportional hazards specification. These covariates, consist of strictly advertising variables, such as weight and quality, as well as advertising/individual browsing variables, represented by how many and which pages expose customers to advertising. The model is cast in a hierarchical Bayesian framework, thus enabling the authors to control for unobserved individual differences in the advertising response parameters and to investigate the impact of targeted advertising strategies. The authors concluded that banner advertising have a positive effect on Internet purchasing. Key Learning points: the author has......

Words: 1003 - Pages: 5

Premium Essay

Advertising and the Internet

...Advertising is a paid, mediated form of communication from an identifiable source, designed to persuade the receiver to take some action now or in the future. Nowadays advertising has become a part of our everyday life. It seems like anywhere you look there is an advertisement. You can find it on metrocards, milk containers, drink bottles, highway billboards, train stations, sides of buses and taxis. It is also common to encounter advertising in such traditional media as television, magazines, newspapers and radio. Lately the internet is becoming more and more important medium for advertisers. The history of advertising has long roots. The early advertising had a form of word of mouth and simple flyers/posters. With recent developments in technology the advertising procedure moved up to using the radio to help capture a bigger audience. Television provided for even bigger audience so advertisers are still using TV as a medium for their products. Lately companies started to realize the tremendous amount of traffic that is generated by the Internet. With the tremendous amount of users that increase hourly there is now no doubt that the Internet is the biggest gold rush of our lifetime. Internet operates on a set of technical protocols that enable people from around the world to access and exchanged information using tools such as e-mail, chat rooms, blogs and so on. Internet began as a project of the U.S. military, which wanted a communication system that was strong and......

Words: 3961 - Pages: 16