Fitbit Flex Commercials
explanatory Essay
1284 words
References
Campbell, D. Netzer, A., International Joint Ventures. Volume 30
Retrieve from http://books.google.com/books/about/International_Joint_Ventures.html?id=ZRDTYtDeO8UC
Pulin, K., (2012, Aug. 6) What Brazilians Watch on TV.
Retrieve from http://thebrazilbusiness.com/article/what-brazilians-watch-on-tv
Henrique, E. (2012, Dec. 16) 4 Predictions for the Brazilian Mobile Phone Market for 2013. Retrieved from http://www.forbes.com/sites/ciocentral/2012/12/16/4-predictions-for-the-brazilian-mobile-phone-market-for-2013/
Lizama, V. (2013, Oct. 18) The Latest on Media Consumption in Brazil. Retrieved from http://latinlink.usmediaconsulting.com/2013/10/the-latest-on-media-consumption-in-brazil/
Chanes, L. Cigarini, M. Martins G. A. (2013, Aug.) TV or not TV: Making more of your marketing dollars in Brazil. Retrieved from http://csi.mckinsey.com/knowledge_by_region/americas/brand_building_in_brazil
Coelho,F. (2012, July.) Branding Brazil. Retrieved from http://www.google.com/think/articles/branding-brazil.html
Fitbit will implement a different marketing approach in Brazil compared to the U.S. in order to generate buzz around the brand name. To capitalize on Brazil’s deep passion for soccer, Fitbit will introduce the Fitbit Flex to the Brazilian market during the weeks leading to the 2014 World Cup. In order to meet local and cultural taste, Fitbit will launch the “Brazilian World Cup 2014” version with a color scheme that correlates with the colors on the Brazilian flag. This special edition of the Fitbit Flex will be available in retail stores in major cities such as Sao Paulo, Rio de Janeiro, and Salvador.
Before mass distribution of the Flex wristband, Fitbit will give samples to the National Brazilian team to wear duri...
... middle of paper ...
...ll focus on listing the various features of the product. In order to grab readers’ attention, these ads will feature Neymar da Silva Santos, a popular Brazilian soccer player wearing a Fitbit Flex around his wrist. The message will communicate that Fitbit Flex is an all-in-one fitness tracker that helps individuals such as professional athlete to the average person live an active lifestyle.
Possible Drawbacks
In September 2006, mayor of Sao Paulo, Gilberto Kassab enforced the Clean City Law that prohibited outdoor advertising such as large billboards, posters, transit advertising, and electronic ads. This prohibition was the mayor’s attempt to control the visual pollution in the city after many advertisers illegally placed billboards around the city. As a result, advertisers are forced to find creative alternatives to promote their products (Hinchberger, 2011).
In this essay, the author
- Cites campbell, d. netzer, a., international joint ventures, volume 30, and pulin, k.
- Cites lizama, v., cigarini, martins, g. a. and coelho, f.
- Explains that fitbit will implement a different marketing approach in brazil compared to the u.s. to generate buzz around the brand name.
- Explains that fitbit will give samples to the national brazilian team to wear during their practice for the world cup and produce an online video-series showing the players with the wristbands as they practice on the soccer field.
- Explains that brazil is the world's fifth-largest online market with 78.5 million individuals with access to the internet and 47.5 million active users. fitbit flex will use google mobile ads to reach a substantial audience.
- Explains that fitbit will utilize various social media sites to connect with brazilian consumers, announce promotional offers, and obtain consumer feedback.
- Explains brazil has a large media market with areas such as television, radio broadcast and print high penetration rates. television advertising is an effective method since about 95% of brazilian households own television.
- Explains that fitbit will create two commercials ad that will be heavily aired before and during the 2014 world cup.
- Explains that the second fitbit flex 30-second commercial will have an informative appeal that focus on the features and design of the wristband.
- Explains that radio is one of the dominant media channels in brazil. radio advertisements are less expensive and can be created in less time than television commercials.
- Explains that fitbit will place print ads in popular sports, health, and fitness magazines. the ads will feature neymar da silva santos, a popular brazilian soccer player.
- Explains that the mayor of sao paulo, gilberto kassab enforced the clean city law that prohibited outdoor advertising such as large billboards, posters, transit advertising, and electronic ads.
Related
- analytical
- explanatory
- opinion
- Description of the Whole Nike T90 Laser III Advertisementanalytical essayWhat is the main thing that a soccer player wants in his/her game? A perfect pair of soccer shoe for his game. Shoes that give them full control over the ball with a perfect accuracy that help him to soccer a goal. In my opinion, Nike did an excellent job in making their advertisement about their new T90 III laser soccer shoe. The main theme of the Nike – T90 III shoes in the advertisement, “Nike – Hit the Target,” is no matter how good you play or how famous you are in the soccer world. You still need a pair of shoe that will help in gaining control over the soccer ball and give you accuracy with speed. In a soccer game if you have proper gear, you are more likely to play well. Also, it provide a great confidence on player playing. Changing your soccer shoe can actually make the difference in your game play.
In this essay, the author
- Analyzes how nike uses the two famous soccer players in the advertisement to promote the shoes, which is a big endorsement. the techno dub step music with the players training enhances the feel and energy of advertisement.
- Explains that nike's marketing strategy is the reason for the company success. nike advertising is one of the most effective emotional branding examples in the advertising marketing.
- Analyzes nike's ad for the t90 iii laser soccer shoe in nike town london, where fans and shoppers compete against goalmouth lasers.
- Analyzes how nike is promoting the t90 laser iii soccer boots in "hit the target" during the carling cup semifinal between manchester united and manchester city.
796 wordsRead More - Analysis Of Nike's Brand Equityexplanatory essayNike is a very large brand, due to its size its target consumer is usually very broad. The brand motto is “Just Do It” which is meant to target ordinary people, showing that anyone can be an athlete and encourage health. This links it back to the Health Conscious City Dwellers as some of them do not necessarily exercise regularly but the NikeFuel bracelet makes exercise a part of the consumer’s everyday activities. Nike is usually associated with achievers, they endorse elite athletes in order to reinforce this ideal but also utilize the idea that it is possible for anyone to achieve greatness with the right amount of work. The NikeFuel’s slogan is “Motivation on your wrist”, sticking with Nike’s ideals of always encouraging
In this essay, the author
- Explains that nike is one of the first larger brands to enter a new market for sports bracelets.
- Opines that nike should adopt an aggressive strategy against its main competitors to increase market share.
- Explains that nike's brand motto is "just do it" which is meant to target ordinary people, showing that anyone can be an athlete and encourage health. fundamental decisions like positioning, targeting, objectives and budgeting are key elements to enhancing brand equity.
- Explains that nike's 'swoosh' is one of the most recognizable brands in the world. it is a motivational message to consumers that if they use nike products they too, may gain the ability to fly.
- Explains that nike is one of the most recognizable sportswear brands in the world. the ‘swoosh’ logo helps the brand with this, as its simplicity makes it easy to recall.
1504 wordsRead More - The Brasillia Wizards: A Basketball Team in Brazilexplanatory essayIndex of Economic Freedom. 2013. Index of Economic Freedom. Retrieved November 25, 2013, from http://www.heritage.org/index/country/brazil
In this essay, the author
- Explains that brazil sports. 2013. maps of the world. we do magic maps.
- Cites devin's article, the wages of wins journal, about the worst nba markets of 2012-13.
- Explains that u.s., brazil search for equilibrium in an unstable relationship.
- Explains the index of economic freedom. retrieved from http://www.heritage.org/index/country/brazil.
- Explains latinbasket by sports i.t. 2013. brazilian basketball men.
- Explains that brazil sports. 2013. maps of the world. we do magic maps.
- Cites devin's article, the wages of wins journal, about the worst nba markets of 2012-13.
- Explains that u.s., brazil search for equilibrium in an unstable relationship.
- Explains the index of economic freedom. retrieved from http://www.heritage.org/index/country/brazil.
- Explains latinbasket by sports i.t. 2013. brazilian basketball men.
- Opines that the nba would do well to expand and send the washington wizards to brazil.
585 wordsRead More - Nike: The Power of Exploitationanalytical essayNike is a company-- young and yet mature--developed and respected by popular athletes both past and present, whose icon remains a "swoosh" printed both large and small on many different forms of apparel. The "swoosh" constitutes a dream of being the best bec...
In this essay, the author
- Explains that nike continues to push the boundaries of design and performance, promoting freedom and choice, but these same people leave out the obvious facts that show how this company exploits third world.
- Explains the history of nike inc.a. foundersb. co-founding business 2c. business success 3iii.
- Explains nike defended, ruined reputation, target of organizational protests, significant progress, and significant progress.
- Opines that nike's "swoosh" is a dream of being the best because it is associated with best. steve prefontaine, michael jordan, and tiger woods are all icons that helped nike promote excellence.
- Explains that bill bowerman and phil knight met at the university of oregon and formed "blue ribbon sports," which gave birth to nike's forerunner ("our chronology" 1/6).
- Describes how the business, once run by two men in 1957, has become what is now, in 2001, a twenty-three thousand employee based company with yearly revenue of eleven plus billion dollars.
- Explains that nike continues to achieve more by finding places with cheap labor so the profit coming from every item is more than the retailed value price. nike's unfair advantage of exploiting third world countries will only continue to help nike grow and become more powerful.
- Describes sweatshops as subcontracting factories that employ thousands of people in places that possess a reputation worse than hell. nike has hundreds of these factories spread throughout the world and the countries they dwell in help define them.
- Explains that the public was revealed a small list of locations in which these sweatshops inhabit.
- Analyzes how nike exploited poorer third-world countries by exploiting sweatshop labor — the cost of living is higher and the economy is naturally wealthier.
- Explains that nike's business began in 1979 with footwear production in south korea, but the statistics do not spread to the united states because labor is too expensive.
- Opines that nike gave the statistics of very few factory locations so the public cannot know how many facilities and number of employees are out there. however, they never volunteered the information on the working conditions inside each individual factory.
- Narrates how julia esmerelda pleites, a nike factory worker in el salvador, describes her personal working conditions.
- Explains that long hours are just one of the many painstaking conditions contracted factory workers have to deal with.
- Analyzes how jim keady, a former pro soccer player, got involved with anti-nike activism when he tried to explore the connection between moral theology and sports for an undergraduate level paper.
- Explains that nike has been targeted for many different injustices and will seemingly forever be observed and audited. gap, avon, toys-r-us, mattel, reebok, and liz claiborne are just a few of the other corporations.
- Explains that nike is a target for many different organizational protests, especially students. students gather because their school apparel is splashed with the nike logo. child labor organizations protest because children were used to make nikes shoes and apparel.
- Opines that nike has a long way to go to improve in order to remove its reputation from exploitation of their trademarks.
- Analyzes how nike's passion and focus is applied to promoting human activity and understanding the dynamics of the physical body. nike is all about the athlete and helping them perform.
- Cites bernstein, aaron, and hsiao, andrew. "before the beginning." nov. 13, 2001.
- Analyzes how nike's good start was highlighted in the christian science monitor, which ran on nov. 13, 2001, and the nike remediation plan.
1789 wordsRead More - Ad Analysis Of Nikeanalytical essayThis advertisement targets Chinese athletes and ordinary people who like sports shoes and Nike itself. The company is trying to target consumers with the high preference of sport and sports clothes and shoes who would be able to perceive the benefits of wearing Nike Zoom LeBron II "Chamber of Fear". Moreover, this magnificent pair of shoes is relatively comfortable and targets people who are millenials.
In this essay, the author
- Analyzes how nike's advertisement targets chinese athletes and ordinary people who like sports shoes and nike itself.
- Explains nike's communication objectives are to create awareness to its new nike zoom lebron ii "chamber of fear". nike wants to show its unique brand benefits by showing its target the exclusive product that helps them overcome different fears.
- Analyzes how the "chamber of fear" has a high stopping power. the music and soundtracks were perfectly matched to the situations and set the right mood and sense of competition.
- Analyzes how nike's commercial has a low transmission power, as the visuals focus on celebrity endorsement, and not conveying the message about features of the product.
- Analyzes how the advertisement appeals to the target market, but the visuals hinder the delivery and acceptance of the message. nike tries to persuade consumers that with the help of its new pair of shoes people can overcome their fears.
- Analyzes hofstede's model to identify the cultural dimensions of the advertising targeting chinese culture and compare it to nike’s origin culture - the us.
- Analyzes how the power of distance index shows the strength of the social distance between the various layers of society in terms of status and inequality.
- Analyzes the differences in cultural dimensions between the usa and china in "chamber of fear." lebron james battled with an old chinese kung-fu master throughout the stage of "hype".
- Evaluates the effectiveness of nike's "chamber of fear" ad, noting it has an interesting plot, but the application of western celebrity in asian culture may be inappropriate.
1148 wordsRead More - Analysis Of Nike Women: Make Yourself Campaignanalytical essayThe print and visual advertisements of this Nike campaign feature athletes expressing and presenting their success. Brought together by Nike from a variety of sports and different walks of life, they are authentic, charismatic and committed women who embody the Make Yourself philosophy - with hard work and dedication anyone can overcome obstacles to improve their lives and reach their goals. The team features USA track and field Olympian Allyson Felix, Chinese tennis player Li Na, Algerian- French dancer Sofia Boutella, British hurdler Perri Shakes-Drayton, Russian-born tennis star Maria Sharapova, USA goalkeeper Hope Solo and Australian surfer Laura Enever. As part of the Make Yourself campaign, the team shares their inspirational life stories, fitness routines, and goals to encourage women across the world to put a stake in the ground and start making themselves too. (Nike News - Nike Make Yourself Team. (n.d.). The goal is to embark their values upon the viewer. In examining the language of their messages, we see how this campaign defines the Nike brand as one of self-empowerment. Then the athlete expresses emotions by using graphic text that these athletes are making themselves "proud", "Shine", and "hot", the advertisement is connecting these values of personal improvement and hard work with
In this essay, the author
- Explains nike's nike women: make yourself campaign, which portrays passionate, elite women who show strength, dedication, health conscious, perseverance, and represent individuals from different sports and lifestyles.
- Analyzes how nike's ad campaign centers around motivation. the image of all seven athletes caught their eye and described diversity in more than one way.
- Analyzes nike's use of famous athletes to market their products. the nike make yourself team shares their inspirational life stories, fitness routines, and goals to encourage women across the world to embark their values upon the viewer.
- Analyzes how nike's ads show women who are healthy and fit to create a feeling of motivation within the audience.
- Analyzes the image of all seven professional athletes in their nike apparel. they are wearing different nike sports bras with nike spandex pants, except for hope solo.
- Analyzes how the make yourself campaign closely relates to the philosophy of hedonism. the images reflect moderation in that the photographer chose only inspiring pictures of the models.
- Analyzes how nike's ad campaign aims to show that women have the potential to "make themselves" into anything they choose to be, healthy or strong, or glamourous.
- Analyzes how nike's "make yourself" campaign challenges women to shape themselves into their ideal self.
- Analyzes how the nike women: make yourself campaign promotes empowerment through self-improvement.
1894 wordsRead More - Nike Case Analysisanalytical essayIts slogan ‘Just do it’ has appealed to target customers to buy the product with the sense of inspiration and confidence and which has made it the major competitor in athlete industry” (p 5).
In this essay, the author
- Describes the products nike air, lunar, shox, free, fly wire, dri-fit and fly knit.
- Describes the benefits of high-impact marketing at sporting events such as the soccer rio olympic games, world cup, and nfl super bowl.
- Explains that nike has risen to a global name in the footwear industry and with athletic apparel as well.
- Analyzes nike's mission statement, which embodies its strategic goal of reaching out to the global sports shoes, apparel, and equipment market.
1119 wordsRead More - Product Placementopinion essayHellen, Nicholas and Nuki, Paul(1999, April 25). Product Placement and politics of advertising. Retrieved from http://www.bilderberg.org/product.htm
In this essay, the author
- Explains that product placement can be considered a new marketing tool when associated with motion pictures and television.
- Analyzes the effect of product placement, used as a marketing tool, in motion pictures, television, literature, internet, and in games, on particular product consumers.
- Narrates weinberg's response to met-rx & worldwide sports nutrition about product placement.
- Agrees with shinan govani's opinion that product placement is beneficial in the marketing of motion pictures and television.
- Quotes shinan govani as saying that products don't tarnish a movie; sometimes they enhance it.
- Opines that product placement is a surreptitious marketing tool whereby products are 'placed' in films and tv shows.
- Cites bauder, david, buss, dale, hellen, nicholas, and nuki, paul.
- Cites sellers, dennis, weaver, d.t., & oliver, m.b.
1475 wordsRead More - Essay On Nike Advertisingexplanatory essayIt’s because when I sport the Nike swoosh, I feel as if I representing the Nike brand and the beautiful, driven, fit women I see in their advertisements. Feeling this way gives me the inspiration and confidence to play my best. I feel as if I identify with the women in the advertisements by wearing Nike. “The relationship between persons and the product remains one of the most crucial signifiers within advertisements. Persons in advertisements supply the consumer with a certain identification frame—whether the person is presented as a user or is presented within a lifestyle setting, the viewer is invited to identify him/herself with the presented person.” 202 Brand Culture. The Nike brand does a great job at doing this to their consumers to create brand loyalty. Nike brand users, just like myself, see the athletes using the brands and feel a certain connection to them. Brand loyalty should not only be a goal for brands because of the benefit of having their logo advertised on consumers who fit within their target market, but also for PRICE SOMETHING ECONOMY
In this essay, the author
- Opines that recommendation and word of mouth are one of the most affective ways to engage consumers in new brands they have not tried yet.
- Explains that a brand must convey certitude, trust and emotion. it takes time to build brand saliency (brand awareness), trust (trusted beliefs about the brand’s unique benefits), and emotional bonding.
- Explains that it's impossible to avoid marketing and branding because they are culture essentially, but they decided to research brand loyalty and how it related to them.
- Explains how they were surprised to find that they enjoyed toothpaste because they're loyal to crest 3d white and the brand's swoosh.
1782 wordsRead More - Customer Development In Adidasexplanatory essayThe function of this Adidas 3Stripes software is the platform where the member or the fans can sign up or sign in to be first in line for everything active, original and outing edge in the world of Adidas. Besides, Adidas Company also has event-based marketing, from the interview we knew that Adidas Company Malaysia has been sponsoring in those marathon run and even more event based marketing in overseas for example Football World Cup or the Olympic Games. This is because it will eventually draws attention to the way the company do business and the conditions under which the products are made. Lastly, the strategy that Adidas use is channel integration. The channel integration that Adidas Company uses are through online and offline
In this essay, the author
- Explains customer retention is the number of customers doing business with a firm at the end of the financial year expressed as percentage of those who were active customers.
- Explains that having loyal customers makes forecasting in many areas more manageable and leads to brand advocacy. brand advocates are your raving fans, evangelists who are hopelessly in love with your brand.
- Explains that adidas uses customer relationship management software to collect customer data, and event-based marketing to draw attention to the way the company do business.
- Explains that adidas company implemented a loyalty scheme and sales promotion to add customer-perceived values. 3stripes club rewards patrons with exclusive benefits.
- Explains that customers complain mostly through face-to-face, one-on-one interaction with adidas in gurney paragon at penang.
- Explains that adidas continuously learns about their customers to make sound business decisions. they analyze their customer profiles and use powerful analytics tools to provide insight about who buys what from them.
1190 wordsRead More