Unit 9 – Creative Product Promotion
Task 3
Explain the reasons behind the choice of media in a successful promotional
campaign
I will be researching the business of Nike and their ‘Just do it’ campaign describing and
explaining why they have chosen the different types of media for their promotional
campaign.
Nike promote their business on an international scale. This means they advertise using
national television, websites that are available internationally and radio stations that operate
through radio frequencies as well as online. By advertising internationally, Nike is able to
reach a wider audience and effectively appeal to their target audience of teenagers and adults
whom are interested in sports. A disadvantage of international advertising could be people
not watching much television therefore not much people seeing their adverts. If people aren’t
seeing Nike’s adverts on TV, Nike will be losing money since they are paying television
channels to show their adverts at premium times but aren’t getting much profit back since not
much people could be watching their adverts and hence not knowing about their products.
The Nike ‘Just do it’ campaign was and still is
a very successful campaign. Part of success
came because of the different methods of
media that were used in the promotional
campaign. The first most noticeable method of
media is outdoor advertising such as
billboards. There is one specific billboard in
New York which has a clean and simple look.
The simplicity of the text placed on the
billboard advertisement is powerful as it points
the finger to everyone who passes by and reads
it – ‘Yesterday you said tomorrow.’ It tells the
truth that when people say that they are going
to do something tomorrow instead of the
current day, they actually don’t take action the
next day and come up with excuses as to why
they didn’t. Nike chose this particular method as it is impactful due to the fact that it is
located in a busy city where many individuals will be passing by and also because of the way
it can make people stop and think. Altogether, it increases the brand awareness of Nike and
people will remember Nike whenever they hear or see ‘Yesterday you said tomorrow’.
Task 3
Explain the reasons behind the choice of media in a successful promotional
campaign
I will be researching the business of Nike and their ‘Just do it’ campaign describing and
explaining why they have chosen the different types of media for their promotional
campaign.
Nike promote their business on an international scale. This means they advertise using
national television, websites that are available internationally and radio stations that operate
through radio frequencies as well as online. By advertising internationally, Nike is able to
reach a wider audience and effectively appeal to their target audience of teenagers and adults
whom are interested in sports. A disadvantage of international advertising could be people
not watching much television therefore not much people seeing their adverts. If people aren’t
seeing Nike’s adverts on TV, Nike will be losing money since they are paying television
channels to show their adverts at premium times but aren’t getting much profit back since not
much people could be watching their adverts and hence not knowing about their products.
The Nike ‘Just do it’ campaign was and still is
a very successful campaign. Part of success
came because of the different methods of
media that were used in the promotional
campaign. The first most noticeable method of
media is outdoor advertising such as
billboards. There is one specific billboard in
New York which has a clean and simple look.
The simplicity of the text placed on the
billboard advertisement is powerful as it points
the finger to everyone who passes by and reads
it – ‘Yesterday you said tomorrow.’ It tells the
truth that when people say that they are going
to do something tomorrow instead of the
current day, they actually don’t take action the
next day and come up with excuses as to why
they didn’t. Nike chose this particular method as it is impactful due to the fact that it is
located in a busy city where many individuals will be passing by and also because of the way
it can make people stop and think. Altogether, it increases the brand awareness of Nike and
people will remember Nike whenever they hear or see ‘Yesterday you said tomorrow’.
