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Nike Sports Advertising in the UK

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Explain how the topic is influenced by a epistemological perspective, such as research on target market and how advertising directs them in their choices to buy Nike instead of a competitor.

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Sport advertising by Nike in the UK is mainly directed at consumers who are interested in golf. Those who love football, cricket and rugby are also targeted. Nike sponsors important sport personalities and uses them in advertisements. In the past, they sponsored Oscar Pistorius and after he was arrested and charged with murder, he was removed from the advertisement. Later, Nike sponsored Rory McIlroy for a 10 year $250 million sponsorship deal. The purpose of Nike sport advertising in UK is to create an awareness of the Nike brand. When golf lovers see Rory McIlroy in the advertisements, the person in the target audience will develop a liking for Nike. From the perspective of epistemology, Nike does extensive market research into finding the weak spot in its target audience psyche to increase its sales. Nike exploits the insecurities in its target audience to market its products.

From the pure epistemological perspective, Nike obtains knowledge of its target audience from market research. It uses this information to identify customers problems. The justification is that Nike now has real evidence of the type of advertising that affect ...

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The answer to this problem explains how market research data is used by advertisers. The references related to the answer are also included.

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1. What are your thoughts about the following.

World Cup Marketing Notes: Kia, Nissan Use England Loss In Ads

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2. Who is Gatorade's target market; BASED on THIS commercial? Do you think this commercial contracts or expands their target market? Finally, what are your thoughts, AS AN ADVERTISER?

3. What is digital advertising and/or digital media (in your own words; examples are great)?

4. What do you think Nike is trying to accomplish through this campaign?

Screens Of Ronaldo, Robinho Featured

On 30-Story Building In Johannesburg
LARGER THAN LIFE: The GUARDIAN's Mark Sweney reports Nike "just unveiled a campaign on Africa's largest digital advertising screen on a 30-story building in Johannesburg, which displays messages sent by fans via Facebook and Twitter that will appear alongside digital images of football stars signed to the brand." All of the messages, "which appear on a digital screen 44 metres by 42 metres, are pre-vetted by Nike to make sure the content is acceptable." Two other sides of the building "feature 90 metre tall images" of Portugal MF Cristiano Ronaldo and Brazil F Robinho that "combined are big enough to cover an area the size of an entire football pitch." Fans can send a message to "any one of 50 Nike-sponsored athletes with 100 chosen each night to appear" (GUARDIAN, 6/22).

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