Marketing - Nike: Company Analysis
NIKE:
A Genius World of Advertising and Marketing
The media bombards society with commercial messages daily, both written and spoken. There are, for example, the easily forgettable newspaper ads, the brightly colored billboards on the highway that one can see while driving, or on the side of buildings, the man or woman sitting on the side of the road with a flyer, or the boring radio commercials. There are also, of course, the funny messages on the television, and those jingles and seem not to want to escape constant humming. In other words, American are simply surrounded by these various marketing tools that say "buy this" or "try this."
In fact, according to Consumer Reports, an average American is exposed to 247 such messages daily.[footnoteRef:1] Other sources, however, beg to differ with this estimate and offer much higher ones. For example, Alf Nucifora, who is an Atlanta-based marketing consultant states that the average American consumer is exposed to "more than 600" commercial messages in a day in various forms.[footnoteRef:2] [1: "Advertising in America." Consumer Reports Website. http://www.consumerreports.org/main/detailv2.jsp?CONTENT%3C%3Ecnt_id=18759&FOLDER%3C%3Efolder_id=18151, accessed July 2011. ] [2: "Interview with Alf Nucifora." Business Journal Phoenix Website. http://www.bizjournals.com/phoenix/, accessed July 2011. ]
Further, the Union of Concerned Scientists Website offers the estimate of 3000 such messages daily, a result of the fact that corporations worldwide spend hundreds of billions of dollars yearly to make their products desirable and "viewable."[footnoteRef:3] The thousand message range is supported by Phillips and Rasberry in their book, which states that it is "estimated that each American is exposed to well over 2,500 advertising messages per day, and that children see over 50,000 TV commercials a year."[footnoteRef:4] [3: Union of Concerned Scientists: Citizens and Scientists for Environmental Solutions. http://www.ucsusa.org/publications/, accessed July 2011.] [4: Michael Phillips, Salli Rasberry & Barbara K. Repa. Marketing Without Advertising: Inspire Customers to Rave About Your Business to Create Lasting Success. (Nolo, 4th edition, March 2003), Chapter 1.]
Clearly, the amount of advertisements has increased dramatically since the last century even. This is, most definitely due to the effectiveness of promoting one's message through advertisements. According to a course at Fordham University, "advertising is the most pervasive element of the marketing mix: the average American family of four is exposed to 1,500 messages a day."[footnoteRef:5] Though Fordham seems to rely on the higher figures, The Guru, an established online advertising community, does go "along with one of the best accepted estimates, that there are about 245 ad exposures daily, 108 from TV, 34 radio and 112 print."[footnoteRef:6] [5: Description of Marketing Course. Fordham University. www.fordham.edu, accessed July 2011. ] [6: "AMIC's Media Guru Answers." AMIC. http://www.amic.com/guru/results.asp?words=media+exposure&submit=Search&op=AND, accessed July 2011. ]
No matter if hundreds or thousands of messages bombard us on an any given day, the figure is still remarkably high and proves beyond a doubt that advertising truly is very effective with regards to the American consumer. For this very reason, this paper will examine advertising and marketing capacities of one company, Nike, and how these relate to consumers. In other words, in the latter part of the paper, various perceptions, theories and impacts upon the American consumer population will be closely analyzed in order to draw just how Nike has been able to establish itself as one of the foremost sports companies in the United States and the world, and how it would benefit from better serving consumers in the future.
Nike History
Before "Just Do It," and before Adidas, Reebok, and UnderAmour, there was Nike, a company which was founded by two visionary men who pioneered a revolution in athletic footwear that, according to the Nike website, redefined the athletic industry.[footnoteRef:7] Nike was composed of Bill Bowerman, who was a track and field coach at the University of Oregon in the 1950's, and Phil Knight who was a mid-distance runner from Portland and who enrolled at the University in 1955. Bowerman was constantly looking to give his athletes a competitive advantage, and Knight eventually completed his MBA at Stanford University. When the two men finally reconnected, with these skills, they made athletic company history.[footnoteRef:8] [7: "History and Heritage: When Nike breathed its first breath, it inhaled the spirit of two men." Nike Company Website. http://www.nikebiz.com/company_overview/history/1950s.html, accessed July 2011. ] [8: "History and Heritage: When Nike breathed its first breath, it inhaled the spirit of two men." Nike Company Website. http://www.nikebiz.com/company_overview/history/1950s.html, accessed July 2011. ]
The new company was actually based on a paper Knight had written during his studies, in which he theorized that manufacturing athletic shoes in Japan would increase competition with German-made sneakers, thereby leading to improved...
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