Content Analysis Of Nike

argumentative Essay
1345 words
1345 words

Zuniga 1
Angela Zuniga
Assignment #4
Dr. Wendy Macias
October 18th 2016
Nike Advertisement Research: Focus Group
Research can be defined as a systematic method through which new knowledge is discovered. No matter what topic is being studied or analyzed, the value of research lies in how well it is designed and carried out. There are several types of research which include: surveys, interviews, content analysis and focus groups. As an advertiser it is important not only to be aware of your surroundings, but what goes on in people’s minds. Individuals’ needs and wants are not only essential but the base of an advertisement’s success. The purpose of this essay is to conduct my own research about a company that has transcended barriers such as race, disabilities, and gender with a phrase that has sparked interest, innovation and motivation all over the world: “Just Do It”. Since the 1980’s Nike has not only become one of the leading sports brands, but a corporation that learned just how to convey a message and reach their target consumers through successful advertisement. The question is: What is portrayed through Nike’s advertisement and slogans? How has this helped sales, and how far has advertisement pushed its success? The objective of this research paper is to find and understand in-depth answers to these questions that bring a …show more content…

In this essay, the author

  • Explains that research is a systematic method through which new knowledge is discovered. the purpose of this research paper is to find and understand in-depth answers to these questions.
  • Analyzes how nike has become the global corporation it is in 30 years, leaving competitors behind and consumers wanting more.
  • Narrates how they met three times, the first two meetings were an hour, and the last was 45 minutes. the first meeting consisted of an icebreaker where they introduced nike.
  • Describes how a simple advertising question brought the group together and sparked their attention.
  • Explains that nike's mission is to bring innovation and inspiration to every athlete in the world.
  • Opines that as a moderator, they couldn't praise, agree or disagree with any comment made or answer given, because there are no right or wrong answers.
  • Recommends that focus groups be comprised mostly of homogenous individuals who are exposed to the same ads and atmosphere. the ideal time for a focus group meeting is 45 to 90 minutes.
  • Explains the three types of focus group questions that are very important to address, especially when meetings are limited. engagement questions introduce participants to the topic and help engage them within discussion.

The consent form also informed them that they would be tape recorded using my laptop, that their responses would be anonymous and no names would be mentioned in my paper. The first thing I said to them when meeting for the first time was: “There are no wrong or right answers, I want to hear all your viewpoints, and remember what is said in this room stays

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