Disguised Advertising Techniques

When discussing media consumption in class, I was interested in the topic of disguised advertising. I was not aware of how many advertisements disguise strategies so well. It was interesting to view how easily companies can attract people to a message that appeals towards their emotions. People struggle with so many different issues from physical to psychological. Buy this product and all the struggles in your life will be gone! Having a target market who believes this concept will achieve company success, and penetrate the market.

Having an interest for sports, I am attentive to advertisements techniques from companies using celebrity endorsements that include athletes to promote merchandise.

Nike’s marketing strategy on distributing its new shoe line of Air Jordan’. The shoe line launched shortly after Superstar basketball player Michael Jordan, won Olympic Gold, a National Title for his school, U.N.C., and being drafted third overall in the N.B.A. draft. [1]Nike signed the potential superstar to a five-year endorsement contract. Not yet proven in the N.B.A., Nike took a chance and was the reward was worth the risk. Jordan had an amazing rookie campaign and the shoe line made a profit of 130 million in the first year. [2]

This is incredible! Children and Men were all purchasing these shoes. The slogan the company used for the shoe was “Must be the shoes.” If someone were to purchase these shoes, the shoes will increase your basketball playing skills to an all-star performance. Imagine these shoes all of a sudden change your skills and attributes to a sport with one single purchase.

There was also a movie titled “Like Mike” where an orphan finds a pair of Jordan’s shoes and his life changes suddenly. His skills increased, and all of a sudden he is playing in the N.B.A. Just because of the shoes he wore.

Marketers know our emotions get the best of us, when trying to make a decision. Although, spontaneous purchases are usually rationalized for after the purchase. It could be helpful to do research before purchase. Remember, to not have aspiration of life changing events to occur after the purchase of any product.

Photo Credited: Blogspot.com (http://2.bp.blogspot.com/-mlHmz-s1sW8/VpMQMfxPu6I/AAAAAAAAAJA/fuYwDRxKkyw/s1600/7382599_orig.jpg)

Video Credited: https://www.youtube.com/watch?v=P9YuJUMbVfg

[1] http://www.footlocker.com/_-_/keyword-history+of+air+jordan

[2] http://themarketmogul.com/the-economics-of-nikes-air-jordan-brand/