This campaign is an illustration of the application of one Grunig and Hunt’s model of PR, which is the two-way symmetrical model. Lattimore et al. (2011) state that this model depicts a public relations orientation in which organizations and their publics adjust each other and it focuses on social science research methods to achieve mutual understanding. In this case study, strategic research is utilized to determine the public’s attitude. Particularly, the Razor agency started the campaign by a conversation through Nike’s fanpage on Facebook, asking female to share their problem on running (Marketing 2013). Then, the agency discovered the truth that woman often run alone and they were always affected by the fear that prevent them from achieving their goals by themselves. Understand the public, Razor and Nike created a running community for female runners. It is clear that in this case study, the public concern is about female’s problem on running alone and ‘She runs the night’ is immediately created to address that concern.
The video produced by AdNews (2012) explores the magnificent result that after four months fifty thousand strong community was built, meaning that they had certainly achieved mutual understanding as well as the respect with their public.
Social learning theory
The tactic of using five real female runners as the campaign’s ambassadors is put under consideration as the application of the social learning theory. Lattimore et al. (2011) indicate that this theory attemps to explain and predict behavior by looking at another way individuals process information. Personal example is one factor that making receivers acquire new behavior which means people can learn new behaviors merely by observing others ( Bandura 1077). Those runners were appeared in the campaign’s posters, advertising, video clips talking about their own running experiences and asking other women to share stories and running difficulties. They were also the host of weekly running club to encourage other women to become parts of the community (BizCommunity 2013).
Social exchange theory & celebrity endorsement
She runs media launch event.
Ellie Gloulding , singer.
You May Also Find These Documents Helpful
-
The following assignment is the second phase of a marketing plan created by the members of Team C in the MKT/421 course. The team was responsible for holding discussions on the new product created in the first phase of the marketing process, which in their case, is a new medically prescribed Nike running shoe made by a specific branch of Nike, known as Nike Adjust. The team was responsible for identifying the segmentation criteria that may affect the targeted market selection, as well as the identification of the target market.…
- 1538 Words
- 7 Pages
Powerful Essays -
Advertisements has been utilized for many years to sell products. The very popular company Nike, who has been one of the top brands in sports and athletic apparel for decades, has become very effective when it comes to persuading a specific target audience through the use of their advertisements. In 2009, Nike started a men versus women campaign to increase the awareness of their Nike+ system. During that time, the Nike+ community was predominately males. They needed to attract more female runners, so Nike utilized gender competition as a rhetorical device to encourage women participate. This challenge was one of the most successful Nike challenges ever because it drew in more than 120,000 new runners who signed up for the challenge and more than 50,000 were female runners.…
- 176 Words
- 1 Page
Good Essays -
Nike’s “Just Do It” campaign was able to build off of the fitness craze of the 1980s. Their main competitor, Reebok, had already successfully tapped into this market and controlled a sizeable portion of the sneaker business. Nike used celebrity endorsements in their marketing to appeal to consumers and ensure them that if their product was good enough for celebrities that it was good enough for them. The “Just Do It” campaign and celebrity endorsements made wearing Nikes the hip thing to do for both the athletic and non-athletic consumers alike. As a result of the company’s marketing, Nike saw their market share jump from 18% to 43% in the 1990s, and their sales increase from $800 million a year in 1988 to upwards of $9.2 billion in 1998 (D. Drew Design,…
- 813 Words
- 4 Pages
Good Essays -
6. Tiffany is the creative director of an ad agency. The agency has just been hired to develop a promotional campaign for a company that produces exercise videos for women. As part of her preparation for developing a creative strategy, Tiffany reviews some studies conducted on the overall fitness and exercise market as well as a report on the changing roles of women in society. This information is part of: A. general preplanning input. B. product-specific…
- 3637 Words
- 15 Pages
Satisfactory Essays -
Many social factors directly or indirectly shape opinions and influence an individual’s decision to participate in physical activity. These factors change throughout an individual’s life. For example, some children start playing sport because it is fun; others may join a sporting group because their older brother or sister plays that sport. A new sporting complex may open nearby and provide a chance to try a new sport. Coaching clinics might inspire some people to give a sport a go. Teachers can provide both positive and negative sporting experiences.…
- 973 Words
- 4 Pages
Good Essays -
In selfish pursuit is a story written by Anthony Brandt. It is a story about his personal life and his definitions of happiness. In this text, Brandt argues about the meaning of happiness. He discusses the most common view of happiness: One that is defined by materialistic possessions. The author debates about his interpretation of happiness in a way that deviates from the conventional definition of happiness.…
- 541 Words
- 3 Pages
Good Essays -
Bandura, A. (1986). Social foundations of thought and action: A social cognitive theory. Englewood Cliffs, NJ: Prentice-Hall.…
- 1976 Words
- 8 Pages
Better Essays -
Nike had made great gains with highly successful advertising campaign that positioned the corporation as the champion of girls’ and women’s rights inside and outside of sports. One influential TV spot included images of athletically active girls and women, with the voice-over saying things like, “If you let me play, I’ll be less likely to drop out of school.” (Dworkin and Messner 556)…
- 2052 Words
- 9 Pages
Best Essays -
But the violent images contribute to the state of terror. And objectification and disconnection create a climate in which there is widespread and increasing violence.” Kilbourne shows concerns about two trends in fashion and advertising that she cites as cultural reactions to the women’s movement. The first is the increase in images of violence against women.This is seen in an ad for Belvedere Vodka that depicts a woman blindfolded being led to a martini glass with a toothpick with two olives-a phallic representation. The second reaction Kilbourne notes is the increase of violent images depicting children--especially young girls. An ad for JC Penny showed two very youthful models dressed as young school girls ad looking vulnerable. These ads seem to suggest that the age of the objectification of women does still exist within the advertising world. Although some parts of the magazine may have objectified women featured, there were actually more displaying positive female role models. Advertisements for Dove body mist and deodorant portrayed women of different healthy weights, shapes and ethnicities- not for sexual gratification but to show confidence. Their contender, Secret, used the motto “When you’re strong, you sparkle.” However, the most positive image might have come from the Nike “Make Yourself” campaign. There were two ads from this campaign in the latest issue of Cosmo. The first read “Make yourself- Strong” and showed an image of Olympic Track and Field…
- 957 Words
- 4 Pages
Good Essays -
Social learning theory, also known as Social Cognitive Theory, involves the idea of people learning by observing the actions of others and that thought processes in the human brain are of utmost importance to understanding personality. Social learning theory first evolved out of the work and research by N.E. Miller and J. Dollard in 1941. Their beliefs rested on the idea that if humans were motivated to learn a particular behavior, it would be done so by clear observations. By imitating these observed actions the individual observer would establish that learned action would be rewarded through positive reinforcement (Miller & Dollard, 1941). The main principles of the social learning theory were later expanded on by Albert Bandura (1962 to…
- 710 Words
- 3 Pages
Good Essays -
Always, one of the largest corporations who produce feminine care products, debuted a sixty second advertisement during the superbowl. This ad concentrates on one of the things that, undoubtedly, every single person, regardless of gender has heard at some point in their lives: “You throw like a girl!”. The advertisement shows differences in how young women, boys and young girls perceive the phrase, “like a girl.” The Super Bowl commercial gained recognition for changing the conversation about what it means to run, throw and perform activities “like a girl.” Using strong emotional appeals to empower girls, the authors empower women by using the power of ethos, pathos, and logos.…
- 1032 Words
- 5 Pages
Good Essays -
In the most basic turns, the social cognitive theory refers to the view that one learns by watching the behavior of others. With mass media becoming more and more relevant in today’s society, understanding how symbolic communication influences human thought, affect, and action is essential (Bandura, 2002, p. 265). In this transactional view, personal factors such as cognitive, affective, and biological events, behavioral patterns, and environmental events, work simultaneously and operate as interacting determinants that influence each other (Bandura, 2002, pg. 266). The theory has been applied in varied and diverse areas of life, including one’s career choice, organizational behavior, athletics, and even mental and physical health (Pajares,…
- 1243 Words
- 5 Pages
Better Essays -
The social learning theory approaches gender-role learning as a mirrored image.The Social learning theory emphasizes the importance of observing and modeling the behaviors, attitudes, and emotional reactions of others.…
- 300 Words
- 2 Pages
Good Essays -
To properly explain and show these styles of persuasion, examples from the shoe companies Nike and Sketchers will be used. These ads both set out to say shoes and attire can cause attention to come your way and improve your looks and/or performance in life. The way they differ is quite obvious, view on women. For Nike, the commercial “Voices” shows targeting to women athletes to empower the women viewers to become more independent; for Sketchers, the Kim Kardashian “Shape-Ups” ad will be used to provide an example of objectifying the female body to convince the audience that the actresses’ physical form is the one that is considered “pretty” or “sexy.”…
- 468 Words
- 2 Pages
Satisfactory Essays -
From the start, Nike’s marketing campaigns featured winning athletes as spokespeople. The company signed on its first spokesperson, runner Steve Prefontaine, in 1973. Prefontaine’s irreverent attitude matched Nike’s spirit. Marketing campaigns featuring winning athletes made sense. Nike saw a “pyramid of influence”—it saw that product and brand choices are influenced by the prefer-ences and behavior of a small percentage of top athletes. Using professional ath-letes in its advertising campaigns was both efficient and effective for Nike.…
- 441 Words
- 2 Pages
Good Essays