 Move 2002 Move 2002  Winter Olympics 2002  Wieden & Kennedy, Ad Agency  Just Do It ◦ Dan Wieden ◦ Top five ad slogans of the 20 th century (Advertising.

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Presentation transcript:

 Move 2002 Move 2002

 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

 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

Self-ActualizationEsteemSocialSafetyPhysiological

 Perception as an individual  Depend on internal factors such as beliefs, experience, moods  Influence by intensity: Nike  Attention grabbers

 Selective Exposure  Selective Attention  Selective Comprehension ◦ Inspirational ◦ Motivational ◦ Encouraging

 Associative: individual athletes  Aspirational: famous athletes

 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”

 Experienced Emotions ◦ No product purchased  Perception of brand is influenced