Under Armour Advertising Campaign Belch states an advertising campaign “is a set of interrelated and coordinated marketing communication activities that center on a single theme or idea that appears in different media across a specified time period” (275). Under Armour came out with an advertising campaign in 2014 that advertises their new shoe Apollo Speed Form. There were multiple commercials that were aired. The ads that I researched had a lot in common. Under Armour has been attempting to enter the market with a strong force that is based on fair prices, with a sporty look that is very high class. Their prices are similar to Nike, which is a leader in the sports apparel industry. Under Armour has the advantage over Nike to their target market due to their creative marketing techniques, in which this advertising campaign is a part of. The particular ads that I researched were based on Under Armour and their creative tactics based on style, intensity, emotion, and originality. The process of “how a message strategy will be executed” is known as a creative tactic, and Under Armour did a great job drawing the audience using this (Belch 259). The first commercial had a man running through what it seemed as a graveyard for antique jets, airplanes, and cargo planes. Some of them seemed to be equipped with war missiles, and others stripped of any unnecessary weight. The ad had the man running through the airplane grave yard with jet engine sound effects added for a more creative audiovisual experience. As he was running, there were speed junkies that seemed to be airplane pilots, interacting with this blazing “Apollo” runner. These speed junkies were staring in awe, as they took pictures of the runner. There was also a creative connection between a fighter jet, the Apollo rocket ship, and the shoe. This commercial helped the viewer visualize speed and hard work in a creative manner. It also allowed Under Armour to tell the viewer that if they buy this product, they will feel on top of the world, as the man does in the ad. The second commercial was very similar to the first. The ad started off with a physically fit man running to the countdown of what seemed like a NASA rocket ship getting ready to launch. This ad emphasized the new updated technology, which was supposedly the same technology that NASA has used. These ads were very close in visual similarity. In Both commercials were visually appealing physically fit individuals. Visualizing oneself in the character’s shoes is what Under Armour is aiming for. Under Armour did well with depicting divergence in this ad through its creative originality, elaboration, synthesis, and artistic value. Divergence in this ad is “the extent to which an ad contains elements that are novel, different, or unusual” (Belch 262). These ads were both based on some type of aerodynamic flight apparatus. The first ad had space shuttles going into flight as did the second ad. Both ads creatively placed the character and space shuttle in an intense, emotional, and stylized manner that draws in the viewer. Verbally, these ads aimed to tell the viewer of the latest technology that has been built into the shoe. One commercial told the viewer how the same technology is being used by NASA, while the other described the type of athlete one will become if they are to wear the shoe. Attitudes of the ads that I researched are almost identical. They were both promoting a new era of shoe that also had the most updated technology, best look, while also combining a creative twist of historical references. Both commercials had a point to show hard working and determined individuals wearing their shoe. Toward the end of both ads Under Armour puts their key idea into a few words through the slogan “This is what fast feels like” (Belch 275). In general, I pads, tablets and technology of this sort are up and coming. I believe that this sort of technology needs to gain some popularity to be a force to
three criterion referenced assessment items within this unit: hot topic oral presentation, an IMC Evaluation project and poster (group).
Hot topic Pecha Kucha oral presentation – individual 25%
This assessment item is designed to build skills both in research analysis and interpretation of an IMC topic, as well as building oral presentation skills. This assessment item requires you to choose one (1) IMC topic and review it in class. Presentations will begin from week 5. It needs to be HOT and…
Strategy at University of California at Berkeley.
Table of contents
1. Formal introduction
The report that is presented is based on integrated marketing Communication plan for introducing new flavor of Pringles potato Chips Product i.e. Pringles pizza. The theme of the report is to present an integrated marketing communication plan regarding Pringles-pizza potato chips from year 2008 to 2009. The report will first highlight…
a variety of disciplines. Although it has a wide variety of programs, its efforts at promoting peace through the areas of bioethics, health, music and the arts, literacy, and HIV/AIDS education and prevention are of particular significance. This report will describe UNESCO’s involvement and achievements in each of these disciplines.
The General Conference and Structure of UNESCO
UNESCO’s structure plays an important role in its effectiveness worldwide. Currently, UNESCO is a conglomeration of…
solutions that can overcome the barriers. Most of the organizations that I've helped to move to an integrated communications program have found six common problems, challenges, difficulties, complaints, or whatever you want to call (hem. in developing an IMC program. Almost all are related in some way to the organization's corporate culture. It's helpful for managers to know the problems before trying to develop solutions. Although each organization will be different (certainly that has been my experience)…
INDIVIDUAL ASSIGNMENT BRIEF
Global Integrated Marketing Communications Report (40%)
Due: Wednesday, October 22nd, 5:00PM.
Individually, you will need to create an Integrated Marketing Communications Report for a nominated product or service of your choice that has been approved by your Lecturer.
Your report will include current marketing communications analysis as well as future recommendations.
Executive Summary (1 page)
1. Introduction - Product/service snapshot. (1 page)…
advertising program is supposed to convey. The message theme should match the company’s overall marketing and IMC strategies.
Chapters 7 and 8 describe the advertising design process. Chapter 9 describes media selection. When these three tasks (message theme design, media selection, and advertisement design) have been integrated, the advertising account executive can make a better case that the IMC format has been followed.
Marketing Power: Women Plus 40
The opening vignette…
The Faculty of Business
Introduction to Marketing
Semester 2 2014
Adopted Reference Style
1 COURSE ORGANISATION:
1.1 Student Responsibility
It is the responsibility of every student to be aware of the requirements for this course…
mixes. Due to the competitive nature of the IT industry, the product life-cycle is short and it is vital that businesses focus on growth by targeting new markets for their existing products. Businesses are using integrated marketing communications (IMC) as it is effective at being able to attract a wide range of customers. South Korea is one of the most technologically advanced countries in Asia with two world class technology manufactures Samsung and LG. Market research is a must because of cultural…