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Nike Shoes

According to an article in USA Today, the Nike Corporation has been creating some of the most talked-about ads for the last 21 years. The article describes how these memorable ads featuring stars including Bo Jackson, Tiger Woods and Michael Jordan have kept Nike at the top of the athletic shoe business since 1988 ("Fond Memories of Past Nike Ads" 2b).

Nike uses psychographics to identify personality characteristics and attitudes that affect a person's lifestyle and purchasing behavior. Psychographics are psychological profiles of potential customers in a market that focus on attitudes, interests, and personal opinions or perspectives. Jeff Jensen writing in Advertising Age suggests that Nike's success is no accident. Since the late 1980s, Nike has been using psychographic and sociographic analysis of data to help transform the company from a brand of sneakers to a premier brand that has become integral to the sports culture it targets in the United States and elsewhere around the world. Nike promotional message targets every possible market niche and every demographic in society. Nike markets to inner city kids as well as kids from the suburbs, weekend athletes, serious athletes, people who want to look like athletes, female athletes and people of all sexes, ages and sizes.

According to Jensen, Nike's marketing formula: integrate the Nike logo, the "swoosh" into the cultural fabric of sports and harnessed its emotional power. The formula has proven successful, as Nike's growth has coincided with the growth in Americans' interest in exercise, health, and sports (Jensen 1). Nike's strength lies in its ability to target different advertising programs and campaigns to segmented target audience. According to Rosemary Herceg writing in BRW, if Nike were less astute in marketing its product, it could easily have fallen into the trap of being identified as a for-men-only brand. If Nike accepted this label, it risked losing

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Nike Shoes. (1969, December 31). In LotsofEssays.com. Retrieved 17:12, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1693779.html