ADVERTISEMENT ANALYSIS

Nike Advertisement Analysis...

Today I hope to write a little analysis about Nike shoes that we all know in my wlog..❤

    Advertisements are crucial in the athletic apparel industry, with the US market being the largest. The global sports apparel industry is expected to exceed $126 billion by 2015. Strategic marketing involves creating strong messages and visual cues to influence audiences positively.

The Elaboration Likelihood Model is a crucial theory in apparel advertisements, as viewers use different cues and brand attachment levels to assess advertisements. The model explains how viewers' involvement levels and attitudes towards a product vary

Previous Literature....

The study by Oh and Jasper examined the relationship between involvement level and product type in apparel. The author plans to conduct the experiment based on participants' involvement level. Further research is needed on branding and models.

Research Questions.....

The study aims to analyze athletic shoe advertisements, focusing on their message strength and heuristic value, and will address various research questions.

What effect does an individual’s involvement level or brand attachment have when viewing an apparel advertisement?

ú  What effect does the message have on attitudes when advertising a product?

ú  What effect does the image have on attitudes when advertising a product?

ú  Do motives play a role in the process? Utilitarian or expressive?

             The strength of the message and attractiveness of an advertisement will influence attitudes of high-involvement participants, but not low-involvement participants, potentially affecting the survey questionnaire.

Methods......

A questionnaire was released to gauge participants' reactions to two advertisements featuring Nike brand athletic shoes. The first featured a strong message and attractive imagery, while the second had a weaker message. The ads aimed to promote the shoe's functionality and make users feel fit.

Participants will be randomly assigned conditions and asked pre-test and post-test questions. The survey will assess motives, claims, involvement, image attractiveness, and brand attachment. Results may align with previous studies but be less conclusive due to limitations.

Limitations.....

The study's design has limitations, including a smaller sample size and issues with the initial survey design. Participants were randomly assigned advertisement images, leading to invalid results. To address this, questions were added to control for participants' prior experiences and allowed both men and women to participate, altering the data type.

Results......

The study analyzed partially completed surveys and found that most participants work out 2-3 times a week and participate in cardio and running. Posttest responses showed that those shown an advertisement with words viewed the message as more convincing and persuasive. The majority of respondents prefer a particular brand while shopping for athletic shoes. Over half base their purchases on functionality, while 48% base them on brand and attractiveness. Those shown an advertisement with words had a more positive attitude towards the product. The results suggest that a combination of factors influences consumer behavior.

Discussion......

The study found that both high and low-involvement participants found the image more effective than the message, regardless of their involvement. High-involvement participants were more likely to make accurate judgments or be very involved in the questionnaire.
The study suggests future improvements in understanding involvement by asking more questions and addressing distractions. It also suggests using time increments for data analysis. The sample size may differ from the Third Person Effect, suggesting heuristics may play a larger role in decision-making, especially regarding athletic shoe advertisements.

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