2.  Move 2002 Move 2002

3.  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

4.  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

5. Self-ActualizationEsteemSocialSafetyPhysiological

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

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

8.  Associative: individual athletes  Aspirational: famous athletes

9.  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”

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