The article “The Year’s 32 Best Media Plans, From Always and Nike to Oreo and Taco Bell” identifies various companies that have used appropriate strategies to advertise their brands. The most effective adverts were those of Nike and Always (“The Year’s 32 Best Media Plans, From Always and Nike to Oreo and Taco Bell” par. 3). These ads delivered quality messages to the targeted consumers. The advertisers used appropriate appeals to attract more customers. For instance, P&G’s advert for Always used humor appeal in order to encourage more girls to use the product. The brand also used rational appeal to attract more women. Similar appeals were also used to market Nike to more sportspeople.
The two brands targeted specific market segments. For example, the ad for Always targeted teenage girls. The advert explained how the product could increase the user’s confidence. The product became a symbol of power for many young women and girls. As well, the advert for Nike focused on many people including sportspeople and young men. The advert also focused on the needs of many football fans (Yemen and Wilcox 4). The campaign was executed during the 2014 FIFA World-cup. The tagline “Risk Everything” attracted more individuals from different parts of the world. New media decisions were made thus increasing the targeted sales.
The ad for Always reflected the corporate image of the company. P&G is one of the leading marketers of various health products. Such products supported the needs of many individuals. P&G’s Always continues to increase the confidence of many women. As well, Nike has always been the leading producer and marketer of different sporting equipment (Olson 3). The advert connected with the sporting community across the globe thus promoting Nike’s corporate image.
The advertisers used specific appeals in order to make their brands successful. These appeals placed much emphasis on the benefits of the products. For instance, more young women were informed about the product’s benefits. As well, more young men were sensitized about the importance of purchasing the brand. The approach increased the brand’s awareness thus encouraging more people to purchase such shoes (Kotler and Armstrong 63). The adverts informed the targeted customers about the superiority of each brand. It is therefore agreeable that such appeals were successful. The companies recorded more sales thus realizing their potentials.
Advertisers can use various message strategies to support their respective brands in the market. The marketers of Always used affective approaches to inform more people about the product’s benefits. The advert portrayed the product as the best source of pride and confidence. The use of this product could make it easier for young women to achieve various goals. Cognitive approaches were also used to highlight the unique benefits of the product to the user. The “marketers of Nike used cognitive message strategies” (Rossiter 106). The targeted customers embraced the product because of its benefits.
These two ads portrayed the best brand personalities. For instance, many consumers of Always could associate the product with confidence and freedom. Such attributes have been characterized with P&G’s products. The advert for Nike also portrayed a powerful brand personality. The targeted users understood that Nike was the leading marketer of appropriate shoes for various sporting activities (Ferguson et al. 46). The best also united more people from every part of the globe. These attributes made it easier for these adverts to occupy the first two slots.
Works Cited
Ferguson, Ty, Alex Rowlands, Tim Olds and Carol Maher. “The validity of consumer-level, activity monitors in healthy adults worn in free-living conditions: a cross-sectional study.” International Journal of Behavioral Nutrition 12.1 (2015): 42-51. Print.
Kotler, Philip, and Gary Armstrong. Principles of Marketing, Upper-Saddle River, NJ: Prentice Hall, 2009. Print.
Olson, David 2015. Principles of Measuring Advertising Effectiveness. Web.
Rossiter, John. “Advertising management principles are derived mostly from logic and very little from empirical generalizations.” Marketing Theory 12.2 (2012): 103-116. Print.
The Year’s 32 Best Media Plans, From Always and Nike to Oreo and Taco Bell 2015. Web.
Yemen, Gerry and Ronald Wilcox. “Brand Positioning Statements.” Virginia School of Business 1.1 (2012): 1-9. Print.