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Development of an advertising Campaign for a familiar product/service

Introduction
NIKE, which is well known for jersey suits in the whole world, has gotten at the top in its industry. Nike firmly grasps the pulsation of its target market, youth, and challenge of teenagers. Depending on the super stars from the sports as image spokesman, with the slogan of ‘Just do it’ which can easily arouse teenagers’ sympathy, NIKE quickly captured the hearts of teenagers all over the world (www.nike.com ). But recently, NIKE is threatened by ADIDAS, which is also the biggest brand in sports market, especially after ADIDAS buying back the Reebok (www.usatoday.com ). https://www.51lunwen.org/marketing/ And ADIDAS did positively on striving for the sponsorship rights of important sports evens, such as FIFA World Cup in France in 1998, Sydney Olympic Games in 2000, Japan-Korea FIFA World Cup in 2002 and Athens Olympic Games in 2004 (www.businessweek.com). These all can display that the impetus of ADIDAS is so strong that NIKE needs to change marketing strategy to respond the competition and seize the market status. Impossible is nothing (www.adidas.com ), this is the slogan of ADIDAS which can be seen on the TV and shopping mall (Reuters, 2010). Here, as an advertising agent, the basketball sneakers would be chosen as the target product in a new advertising campaign.
Brief introduction of Nike and description of basketball sneakers
Potential target audience
Message objectives
Media selection
Creative strategy
Execution of creative strategy
Evaluation of the effectiveness of the new advertising campaign
Conclusion

Reference
1. Exforsys, (2009), Creating Effective Advertisement Campaign
2. USA Today, “How Adidas and Reebok stack up against rival Nike”
3. Reuters UK, “Adidas eyes 6,300 stores in China by 2010”
4. William Wells, (2007), Advertising Principles and Effective IMC Practice, Prentice Hall Singapore
5. Chi-Chu, “Olympic Ambush Heats up Li Ning-Adidas Rivalry”