Critical Reflection

By: Caleb Lothian

Over the course of the semester there were many things that I was able to learn about the art and science of marketing. There were many lessons to be learnt and connections to be made with outcomes and objectives.

1)    The first course objective/outcome that was very important throughout the entirety of the semester was the study and understanding of the marketing mix, target markets, consumer behavior, service marketing, and social media marketing and strategic and financial implications of marketing decisions on the other functional areas of business.

http://www.professionalacademy.com/blogs-and-advice/marketing-theories---the-marketing-mix---from-4-p-s-to-7-p-s

The marketing mix is the overall outline of marketing in general. It includes the 4 main P’s or aspects of marketing. The goal and or point of marketing managers is to promote and price a product that can be provided to consumers/customers through different places, otherwise known as distribution chains.

Target Markets are who the 4 P’s will be distinguished for. A target market must be defined in order to develop a product that can be priced, promoted, and distributed. In order to properly allocate money, a company must target one or more groups of consumers whom will be the target of their marketing strategies.

Consumer behavior is then how the consumers respond to the promotional, pricing, and distribution tactics. Financial and strategic analysis play a major role in the understanding of consumer behavior. Companies must analyze their own financials and strategies, as well as their competitions in order to make progress and make the correct decisions for each quarter.

2)      Secondly, the objective of understanding that the marketing process starts and ends with customers and consumers is crucial.

https://app.slidebean.com/p/w9QtojzCSz/Why-Satisfied-Customers-Defect

The point of marketing is to connect a company’s product or service with consumers. It is the gateway to a company’s success in terms of sales and awareness. If there were no consumers than what would be the purpose of marketing? Therefore, marketing was developed and started for the betterment of customers. It does not just start because of customers but continues due to customers/consumers. Marketing develops consumer behavior, which are “the actions a person takes in purchasing and using products and services, including the mental and social processes that come before and after these actions” (pg. 112, Marketing Twelfth Edition). Being able to understand and analyze the consumers behavior leads to adjustments and different approaches in terms of marketing schemes. In order to successfully market products or services, marketing managers must understand consumer’s motivations and needs for specific products. Whether, what the company is distributing suffices to the consumer’s physiological needs, safety needs, social needs, personal needs, or self-actualization needs the important thing is to recognize that the needs refer to the consumer. It is simple to see that the consumer is the beginning, middle, and end of marketing. In Practice marketing we could have made a backpack that we liked but that would not have done our company any good. We needed to focus on the wants and needs of the consumers and make changes as the game progressed depending on the consumers levels of satisfaction. We also needed to focus on the customers when making our own commercial. In order to speak to our target market, we needed use promotion strategies that connected the consumer to our backpack.

  3) A third objective to be reflected upon would be the opportunity we were provided with to put marketing into action via team and individual projects, research, reports and presentations.

We all know that marketing is recognized as the “activity for creating, communicating, delivering, and exchanging offerings that benefit its customers, the organization, its stakeholders, and society at large” (pg. 5, Marketing Twelfth Edition). We were able to test our own marketing abilities while using class discussion and information/knowledge as our guide. Practice marketing brought to life what we learned in class and served as a simulation to the real world. We had to construct a product (backpack), price it, promote it and distribute it to our target market. Before we were able to produce anything we needed to research the consumer segments and determine their wants and needs. Research leads to development; development in terms of products, ideas, or decisions. To sell a product, a company or marketing manager must “discover the needs and wants of prospective consumers” (pg.5, Marketing Twelfth Edition), and then in turn, to satisfy them.

Breaking down and analyzing multiple commercials opened our eyes to the depth within commercials and advertising. Subliminal messaging, something that you may not know you recognize but you do subconsciously, is very effective.  In order to be successful, it is important to develop the skill of patience and the ability to speak to consumers through creative forms of communication. An example would be commercials.

Reports, such as those we developed in groups, allowed us to see the breakdown of information in a more detailed and formatted way. Analyzing information proved to be a key to success. Proper analyzing can yield terrific results in many different forms. I have practiced the method of analyzing so much this semester that I feel I am analyzing everything I read and watch in order to, quite possibly, catch anything different and or hidden.

4)       Another objective where I am able to reflect lessons learned and connections to course outcomes and objectives would be the ability to understand the functions, roles and responsibilities of marketers.
Marketing is the competitive aspect of a company. The better the marketing techniques of a company than the greater their level of success. But, a company can’t just market as much as they want. They need to understand and realize that the level of marketing that will prove to be profitable will be one where the company is still producing a positive profit margin. This includes the deduction of variable costs such as production costs and fixed costs such as marketing and advertising a product or service through the use of promotions. Being a marketing manager for a simulated company opened our eyes to an in depth meaning of the functions and roles of a marketer. As I have stated before, research and development is critical when discussing the success of increasing consumer awareness of a product or service. A marketer must understand how to connect to the consumers on many different levels. I mentioned earlier that there are many different levels within the spectrum of consumer needs. Therefore, a marketer must know when to target a certain level of need for a customer. Overall, this class revealed that a marketer’s function is to connect the consumer with the product through the use of a variety of marketing and promotional strategies. It is their responsibility to increase product and company awareness. I have learned that marketing resembles a telephone. It provides a bridge from initiator (company), to receiver (consumer). When done right, marketing sparks excitement within the minds of the consumers. It is a science and an art to manipulate the consumers into thinking that they need something, when in reality, they just want the product.

5)  Finally, a fifth objective/ outcome I will address will be participation and communication of an effective team member.

https://app.slidebean.com/p/w9QtojzCSz/Why-Satisfied-Customers-Defect

As a team member, in order to be successful and effective, an individual must understand the value of understanding. Understanding that there are levels to teamwork is very important. Not only that, it is important to understand that there are different levels with different roles and authority. It is hard to experience this through simulations due to the fact that more likely than not, teams within classes experience flat line management. In real life there are corporate levels where top level management oversees and directs all strategy within a company. Strategy is an important piece to the puzzle in a stable company. Each team member must understand and support their group’s long term course of action of their company or group. A strong strategy is backed 100% by all team members.

Core values are another aspect that plays an important role in proper participation and communication of an effective team member. Following your companies fundamental, passionate, and enduring principles could be the pivotal point of a company’s strength and success. Along with the core values of a company that are consistent with the beliefs of a company is the mission. The mission describes a company’s function in society. The mission and core values of a company need to be communicated throughout the entirety of a business in order for stability. Communication is what allows progression in any situation. Marketing simulations bring these aspects to life. Communication and agreeing on an action(s) is the foundation for groups, companies, etc.

Along with communication is participation. Think of it as dominoes. When there is one flaw in a line of dominoes, the rhythm of all of the other dominoes is affected. Lack of participation leads to a decrease in team chemistry. Lack of chemistry causes a group to stray off course in terms of their mission and core values. To be an effective teammate, it is important to communicate and participate at all times, no matter the situation. Marketing is built off of creativity. Combining the minds and ideas of multiple individuals usually develops successful and creative ideas. 

NATURE’s Marketing

By: Caleb Lothian

“Get Out There”, words of wisdom from the very successful organization known as, Nature Valley. The name speaks for itself, there is no denying that Nature Valley’s target market are individuals who contain a deep passion for the outdoors.

http://www.dublincitytriathlon.com/dct-news/new-sponsor-nature-valley/

They do an incredible job partnering with fellow companies and organizations who contain the same goals and values as their own. This, in turn, plays a key role in their success. As we learned through the use of the Practice Marketing Simulation, promotion and getting your name out there is vital to a company’s growth and development. Promoting your brand and products through the use of extended and external services, such as the credibility and awareness of other organizations, I believe, is one of Nature Valley’s main marketing schemes.  These partners consist of:

Nature Valley has made it clear that they, “believe that the great outdoors is a wonderland of possibility” (www.naturevalley.com). Therefore, it would only make sense to partner with groups who feel the same way.

They have partnered with the National Parks Conservation Association in order to partake in the continuation of restoration projects of the national parks within the United States.         

They have partnered with “The First Tee” due to the fact that golf is a healthy and active sport that promotes the joy of playing in nature. This has led to their sponsorship of the “First Tee Open at Pebble Beach”.

They have also partnered with Vail Resorts because this company provides a place for Nature Valley’s consumers to rest their heads after tearing up the mountain throughout all seasons.  

Finally, they have partnered with the Wilderness Inquiry in order to promote family fun within the outdoors, or even in their backyards.
(Information gathered from http://www.naturevalley.com/partnerships/) 

Why is this all important? It promotes the brand of Nature Valley. There are many individuals who are associated with these other organizations and will now be connected and introduced to Nature Valley, if they have not already, due to Nature Valleys Involvement with target markets of other market segments.

https://i.ytimg.com/vi/xGAv8w6J9Uw/maxresdefault.jpg

Nature Valley does not limit their promotional efforts just to the connections made through promotional marketing and sponsorships. They create commercials and advertisements that speak to a variety of individuals. They, like many successful companies, understand the value of emotions. One commercial that stood out to me while researching their company was their commercial featuring a blind adventurer, Erik Weihenmayer. The point of this commercial was to inspire and play with the heart strings on its viewers. Throughout the commercial, we see Erik hiking through the wilderness and mountains with his daughter. You do not see struggle upon the face of Erik, rather, you see joy and happiness.

Erik says it himself, “I believe nature is full of energy. Learn to see it through a different set of eyes. Fill your lungs with it, listen to its sounds. Each one has something to say, and explore all its different sensations. The trees, the rivers, the mountains, the sun, and the wind, I discover something different every time. This is nature, see it or not, it always fills you with energy” (Erik Weihenmayer, https://www.youtube.com/watch?v=xGAv8w6J9Uw).

Words of wisdom from those who a provided with a challenge in life always hits home and makes me step back and think about my current outlook on life. I feel inspired and motivated to make a difference in the world. Nature Valley does an excellent job inspiring consumers to not let anything hold you back from doing what you want to do as well as inspiring consumers to experience this with their products at your side.

https://www.youtube.com/watch?v=xGAv8w6J9Uw

If Erik can do it, why can’t you. Nature Valley is, in a way, challenging you to do something with your time and not letting life’s misfortunes control your decisions. Hiking allows an individual to see the beauty of the world that we live in, but Nature Valley, with the help of Erik, prove that it isn’t always about what you see but what you feel.

http://next.naturevalley.com/

Take a look at this commercial, it is remarkable to see how Nature Valley used what many people see as a misfortune and turned it into a story of inspiration and a source of promotion.

https://www.youtube.com/watch?v=xGAv8w6J9Uw

Selling Mental Stability

By: Caleb Lothian

The brain is a powerful thing. It is the center of understanding, thought, decision but also the hub of depression, fear, nervousness, and loneliness. Marketing can have a positive and negative affect on one’s psychological stability. Marketing managers play with both your physical and psychological needs. They make you believe, psychologically, that you need something to either suit a physical need or desire. To attack the mind of consumers is the main focus when marketing.

http://marketing-strategy-management.com/2010/04/coupling-marketing-with-psychology/

Maslow’s Hierarchy of Needs is the perfect break down of psychological marketing. Our culture is driven by these five levels.

If you truly think about it, marketing, is a combination of both art and science. It’s an art and gift to be able to manipulate the human brain into thinking they need something when in reality they just want it. Marketing will surely never die, it is the main source of communication between the producers and consumers; but, it also is a main source that yields depression and a lack of psychological stability within consumers.

Guy Winch, a psychologist, performed an amazing Ted Talk called “How to practice emotional hygiene.” While watching and listening to what he had to say, I couldn’t help but make connections to what we have learned thus far in Marketing class. He started off by explaining that we as individuals show massive amounts of favoritism. The worst of all being physical over psychological health and well-being.  He is not saying that we should completely ignore our physical status or health, rather, finding a happy medium between your mind and your body. Mr. Winch used a great example to explain this further. He went over to one of his friends’ houses for dinner. After dinner he witnessed his friend’s five year old son slip and cut his knee while falling off of a stool he was standing on when brushing his teeth. The little boy immediately stood back on the stool and reached for a band-aide. The point of this story was that we all know how to care for a physical injury, or how to perform dental hygiene. It becomes common knowledge at a young age. Guy Winch then asks, “But, what do we know about maintaining our psychological health........Nothing.” We are taught how and encouraged to care for our physical needs, so why not the same for our psychological needs?   

https://www.linkedin.com/pulse/13-tips-your-mental-physical-health-entrepreneur-alexa-ahrem

This is similar to what we see on the television, in magazines, billboards, etc. We are always and constantly encouraged to provide for our physical well-being and desires, it is learned at a young age. An example would be when companies use pro athletes and/or models to make their product more appealing. This may be more appealing to the consumers but it can also simultaneously have a reverse reaction and negatively affect your mental state. For example, after purchasing a product that you see a model using/wearing, you realize that it doesn’t look as good on you; therefore, causing negative thoughts such as “I can never be that good, I can never look that good, etc.” Failure then sets in, which leads to psychological pain. These thoughts damage your psychological security and soon add up due to our lack of treating and caring for our psychological health. The amazing part is that we continue to strive and be like someone that we will never be because of the power of marketing.

https://www.pinterest.com/pin/513199320011652986/

The share a coke campaign is an example of marketing schemes that could go in either direction. It can be argued that this campaign is targeting individuals love and belonging needs as listed in Maslow’s chart. This image and the commercials associated with this campaign promote friendship. You not only have a friend in coke but you have a product that can create a friendship or connection with other consumers. On the other hand any commercial dealing with sharing, love, and friendship can further damage the mental state of an individual who was already currently struggling with depression and loneliness. This sense of loneliness creates a sensitive psychological wound. Guy Winch says it best, “it makes us believe that others around us care far less than they actually do. It makes us timid, why set yourself up for rejection?” Everyone’s needs, either physical or psychological, can’t be met and marketing will forever target our cognitive and subjective needs and desires. These are unavoidable because the point of marketing is to stimulate thought and motivate human behavior.

To see Guy Winch’s Ted Talk click on the link below:

https://www.youtube.com/watch?v=rni41c9iq54

The Evolution of ARMOR

By: Caleb Lothian

Protection and Preparation are two main concerns when entering battle. What better way for an athlete to attain these two components than through a 16 ounce bottle of Body Armor, a premium sports drink packed with Electrolytes + Vitamins + Coconut Water + Natural Flavors, Colors & Sweeteners.

http://allbeacheverything.blogspot.com/2013/11/product-review-body-armor-sports-drink.html

Competition is something in life that cannot be avoided. In order to keep pace with societies fast pace, companies must make bold yet vital decisions in order to properly position their products. Success follows proper placement of one’s company, brand, or trade name within the minds of the consumers in comparison to competitor’s products throughout the market. Where would you want your product to stand in the minds of the consumers?

http://www.bevnet.com/magazine/issue/2014/bodyarmors-sporting-chance

Body Armor is doing their best to encourage consumers to transition from competitor’s products to their new and improved sports drink. One could argue that Body Armor is carrying out cannibalism. There is conceivably 2 well known sports drinks out there that dominate the sports drink Market. Therefore, an oligopoly has been created by Gatorade and PowerAde causing an increase in customer value. This involves the addition of new products, Body Armor, into the market. The question is then raised whether or not this new product is stealing from the customer base of pre-existing companies and their products. Personally, I think Body Armor is a rising threat to the market share of powerhouses such as Gatorade and PowerAde. I myself have transitioned to Body Armor. Why? This is due to the marketing actions of Body Armor. They endorse the nutritional value and components of the drink through the use of branding and professional advocacy.

Take a look for yourself, watch Body Armor’s commercial, and tell me you wouldn’t make the change!

https://www.youtube.com/watch?v=BRKbcWGkw1I

Evolution is their focus throughout the entirety of this commercial. Evolution promotes progression and innovation. This commercial is divided into two separate parts; a comparison between the past and the present. In the past there was a lack of protection, preparation, diversity, and nutrition. Many examples of this can be found within the beginning of this commercial, but, I wanted to point out a clever scene that Body Armor snuck in. As I previously mentioned, Gatorade is one of Body Armor’s biggest competitors/threats. So, why not take a little friendly jab at your competition? At the 8 second mark in the commercial we see Rob Gronkowski (current Patriots TE), act as what I understood to be a Florida Gators football player accepting a drink from what also seemed to be a reproduction of the creator of Gatorade found in Gatorade commercials.

                                                                                        Body Armor Commercial                                                                                                    

 https://www.youtube.com/watch?v=BRKbcWGkw1I  

 Gatorade at Florida University

https://en.wikipedia.org/wiki/Gatorade

This is one of the most effective pieces to this commercial. The narrator of the Body Armor says, “We only drank what they gave us” during the scene with Rob Gronkowski and the Dr. of Gatorade look alike. This suggests that Gatorade made it big because it was one of a kind during that time and it’s now time to leave the past behind and convert to a drink of our time……. BODY ARMOR!

 The transition in the commercial shifts to our modern day look at sports when a new and intense narrator says, “That was then, and this is now!” There was not only a change in the music and narrator but also the ambiance and impression that was felt when watching the commercial. Today is more intense, upgrades have been made and evolution within sport has taken place. The overlying question that Body Armor now presents the consumers with is, “isn’t it time for an upgrade in sports drinks?” Times have changed and today, “we demand better and are obsessed with what we put in our bodies.” Body Armor focuses on providing consumers with what they desire, a natural and healthy supplement for the unhealthy choices in our market today.

http://thischattanoogamommysaves.com/bodyarmor-a-new-twist-on-traditional-sports-drinks-upgradeyoursportsdrink/

Body Armor wants to revolutionize the sports drink. Sports and athletes have evolved so their energy source (sports drink) should too. This creative and well-designed bottle is attractive and stands out among its competitors. Not only is the bottle enticing but it holds a savory and flavorful energy packed drink that comes in 6 different flavors to appeal to a broader market.

http://www.lacrosseplayground.com/bodyarmor-the-all-natural-superdrink/

CHUNKY Marketing

BY: Caleb Lothian

Soup, a warm liquid like substance that is usually associated with comfort, warmth, and relaxation. This is the commonly known rationale when distinguishing whether or not an individual wants soup. When you’re cold what is a great, quick, and easy snack to have? Soup. When all you want to do is curl up on the couch on a cool fall day and feel comfortable, what do you desire? Soup. But, how would a soup company broaden their market and reach out to individuals who define soup as a stoic and wimpy food choice? Campbell’s Soup Company found the answer, just toss “CHUNKY” on the label.

http://domesticdivascoupons.com/campbells-chunky-soup-coupon-41814/

“CHUNKY” soup products were only a piece to the puzzle. The most important element of a successful product is its promotion and advertising. How would Campbell’s promote this product in order to stimulate sales? In 1997, Campbell’s soup signed a contract that would bring their company to new heights. They incorporated the NFL and its players into their advertisements and became an official sponsor of the NFL. A sponsorship with the NFL means a long time deal, this allowed Campbell’s to create a marketing plan. Known as, “a road map for the marketing actions of an organization for a specified future time period, such as one year or five years” (pg. 32, Twelfth Edition Marketing). The promoters were not just any average player from the NFL, they were and are big name guys like Michael Vick, Clay Mathews, and many more. So, what does this connection do for Campbell’s soup? This sponsorship places Campbell’s Chunky soup in the same category as wings, beer, and chips n’ dip. Seeing a commercial of Chunky soup while watching football stimulates your mind and creates a desire for that hearty soup. Supporters of the NFL who see these commercials are now more apt to go out and buy Campbell’s Chunky soup due to the fact that their favorite players have “approved”. Let’s take a look at one of the many commercials that have been aired on national television starring an NFL great, their mother, and the filling, Chunky Campbell’s Soup.

https://www.youtube.com/watch?v=pb2mprrfBsQ

This video was one of many that incorporated stars such as Clay Matthews and his mother to promote Chunky soup through a clever marketing tactic known as the “Mama’s Boys” campaign.

At the beginning of the video, we see Clay Matthews sitting in his stall preparing for a big game. All of a sudden his mom opens a hidden door located in the back of his stall and tells Clay to come into her “mom cave”. Here we find a clever replacement of words: Campbell’s and the NFL take what is commonly known as a man cave and change it around to create a stronger connection for mothers by including a mom cave. This is performed in order to increase the fortitude and network of the “Mama’s Boys” campaign.  

http://magazine.athlonsports.com/publication/?i=184494&p=3

As the video continues, Clay’s mother sits him down and hands him a bowl of Campbell’s NEW Chunky Cheeseburger soup. This scene promotes the wide variety of Chunky flavors. This shows that Campbell’s is utilizing product line extension; “an incremental improvement of an existing product line the company already sells” (pg. 253, Twelfth Edition Marketing). The addition of Chunky soup to Campbell’s existing soup line contains potential benefits but at the same time has the danger of an increase in advertising and production costs with the risk of Chunky soup and the Mama’s Boys campaign being a bust. However, having a wide variety of flavors appeals to a broader market and a broader market yields greater sales and higher profits.

Campbell’s does an excellent job of incorporating the Campbell’s can/logo throughout the progression of the video. As the camera scans the room and Clay’s mother hands him the soup, there is a shelf in the background that is full of not only Chunky soup products but other Campbell’s soups as well. It can be argued that Campbell’s is using a subliminal message due to the fact that the soup on the shelf may have sent you a message without your knowledge of it, but your subconscious may have picked up on it. That may be a stretch, but it could vary from viewer to viewer.  

One of the most significant parts of the commercial is at the very end when the voice of Campbell’s soup states, “Campbell’s Chunky Soup, it fills you up right.” This is important because it promotes that not only is their Chunky soup good but it’s an adequate and complete meal. If it can prepare an NFL player for a big game then it can prepare and provide any consumer with a tasteful and filling feeling. As I have stated earlier, I feel as if soup, is usually known to be a prelude to the actual course when discussing meals. Campbell’s is advocating that all you need is a can of their Chunky soup in order for a quick and filling fix.  

Campbell’s doesn’t just have the players promoting the product, they also have created a program called “CLINK FOR CANS”.

http://www.nysportsjournalism.com/nfl-soups-up-60510/2010/6/6/campbells-soups-up-with-new-nfl-marketing-deal.html

“Clink for Cans” is a clever and benevolent promotion that satisfies those in need while at the same time publicizing a Campbell’s soup product. The efforts of Clink for Cans is to encourage consumers to vote for their favorite football team, and the winning team is rewarded with the ability to donate cans of Campbell’s soup to a charity of their choice. Campbell’s Soup is doing a good deed but also playing with the heart-strings of the consumers to gain market share. Overall, Campbell’s has done an excellent job in terms of marketing to label themselves as a powerhouse in the soup industry.

Is GREATNESS an Illusion?

-Caleb Lothian-

Often we incorporate greatness with those who achieve immense and tremendous things. We have created a visualization and stigma of greatness that it is an illusion for most and a gift for few. Nutrition does not just stand for physical health but also mental and psychological stability. An individual can increase their health and nutrition through the simple act of altering their thoughts and expanding their personal expectations. Is it hearty for your mental stability to envision greatness as something that will always be a vision rather than a reality? It is time to close the gap between the common perceptions of greatness being out of reach for individuals who were not blessed with the ‘ability’ to do great things and an individual’s actual potential. 

https://www.pinterest.com/pin/434527064016950934/                                                                                https://www.pinterest.com/explore/nike-inspiration/

Who better to do so, none other than the marketing and advertising powerhouse, NIKE? It is common knowledge that Nike does an astonishing job with their marketing tactics. Just in these two pictures above they used a combined 21 words that create a drive that makes you want to concur the world. Inspiration can be found within any slogan or saying of Nike. Their well-known “JUST DO IT” slogan is short and sweet but bold and dignifying. But, what do these two photos have in common? Look beyond the words and the iconic Nike swoosh and you will find two athletic and physically healthy individuals. How can this speak to individuals who truly need inspiration? How will it touch the hearts of individuals who are looking to turn their lives around and battle depression, loneliness, failure, and emotional pain? It’s easy to say………

  https://thackeraytroy.wordpress.com/

https://skinnypinkninja.wordpress.com/tag/nike-advertising/

These sayings are catchy and do invoke a level of drive and compete but does it reach out to those who are struggling to sufficiently meet their psychological needs? Is this a proper form of motivating an individual sitting on their couch, battling depression? No. There are many individuals say that those who are struggling with depression need to grow up and shake it off. A successful psychologist, Guy Winch, says, “telling a person with depression to ‘shake it off, it’s all in your head’ is like walking up to an individual with a broken leg and saying, ‘shake it off, it’s all in your leg’” (https://www.youtube.com/watch?v=F2hc2FLOdhI). The point is, is that Nike understands everyone needs something a little different to get them going. Not everyone is the same, and some struggle more than others. Nike has recently made strides toward touching the hearts, minds, and souls of this crowd. Their inspiration campaign is different from anything they have ever done. Why? It captures a sense of faith and hope that touches us all. Below is an example of an advertisement within Nike’s inspiration campaign.

  https://www.youtube.com/watch?v=2JnYcuRW_qo

Let’s break it down and see why this ad was a success for the marketing of Nike products. There is no specific product that is being marketed. Rather it’s a lifestyle that Nike is promoting. A life of well-being and inspiration that touches the hearts and minds of us all but especially those in need of revelation.

http://www.forbes.com/sites/michellegreenwald/2014/07/10/secrets-of-7-of-the-most-effective-ad-campaigns/

This is a still image of the video above. What’s the significance of the road that this individual is jogging along? Is there any significance to it or is it just an average road that Nike randomly selected? There is a reason for everything that a marketer incorporates in advertisements and commercials.

You can see neither the starting line nor the finish line for this runner. At the beginning of this commercial you can’t quite see the individual that will eventually become closer and closer to the viewer. This symbolizes the individuals past. I believe that Nike is trying to promote that it does not matter where you come from whether good or bad. You can use your past to push you but it is not your past that should determine your future or your potential for greatness. Greatness is something that you create, it is something that you find within yourself. There is no predetermined greatness. It can come in many different forms. Do not tell yourself that you cannot be great because of where you come from. What’s great about the past is that it is in the past. It seems as if the road the young boy is running on is endless. The endless road embodies and individuals endless potential for greatness. The road isn’t a perfect and smooth road. There are cracks, bumps, and fade marks that illustrate the struggles one may face in life. These difficulties and imperfections don’t define someone or something; rather, they epitomize what the hits you have been able to take and keep moving forward.

The most powerful part of this commercial is the individual Nike chose to have running. It isn’t a well-known athlete or the most physically healthy/athletic individual, this goes along with their message that greatness isn’t something that only a select few are welcome to. “Greatness isn’t just some rare DNA strand, it’s not some precious thing. Greatness is no more unique to us than breathing. We are ALL capable of it, ALL OF US”.

 https://www.pinterest.com/iwantcandy88/nike-posters-inspiration/