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Nike

Nike. Move 2002. Move. Winter Olympics 2002 Wieden & Kennedy, Ad Agency Just Do It Dan Wieden Top five ad slogans of the 20 th century (Advertising Age) Emmy- Outstanding Commercial in 2002. Psychological Process of the Decision Proecss. Motivation: Take action!

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Nike

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  1. Nike • Move 2002

  2. Move • Winter Olympics 2002 • Wieden & Kennedy, Ad Agency • Just Do It • Dan Wieden • Top five ad slogans of the 20th century (Advertising Age) • Emmy- Outstanding Commercial in 2002

  3. Psychological Process of the Decision Proecss • Motivation: Take action! • Perception: How consumers perceive and interpret advertisement • Attitude Formation: how does the advertising make the consumer feel? • Market-Induced Recognition: Create new needs

  4. Maslow’s Hierarchy of Needs

  5. How Advertisements are Perceived • Perception as an individual • Depend on internal factors such as beliefs, experience, moods • Influence by intensity: Nike • Attention grabbers

  6. Selective Perception Process • Selective Exposure • Selective Attention • Selective Comprehension • Inspirational • Motivational • Encouraging

  7. Reference Groups • Associative: individual athletes • Aspirational: famous athletes

  8. Top of Mind Awareness • Provoke emotions through TV commercials • Associate advertising campaigns with “Just Do it” and the Nike swoosh • Communicate strong message about brand • Include brand in consumer’s “evoked set”

  9. Consumer Experience • Experienced Emotions • No product purchased • Perception of brand is influenced

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