Advertisement is a powerful educational means which is has ability of reaching and inspiring large audiences. Advertisement can not be limited to commercial purposes alone; it is such powerful that it has to be also used for public interest.
Advertisement is an old marketing tool, that provide means of communicate the need to buy services and goods. In style advertisements represents the way the society develops, and it is dynamic as it is ever going through changes. It offers new products and services on the market using new techniques and communication media. The advertising business is big and always growing.
According to TNS media intelligence, in America alone, advertisement expenses reached $ 144.32 billion in 2005. in another report by Price Water House Coopers titled “global entertainment and media outlook: 2006-2010” global spending on advertising was estimated to be $385 billion, and the firm projected that, the spending on advertisement will by 2010 go beyond a half a trillion dollars (Wernick 1991). Though, advertisement is important for economic growth, it has some social costs.
Creating the campaign advert
Before the coming up with this Nike running shoes campaign advert, I had to carry out thorough research, which was based on; creating the theme, defining the copy platform, testing the campaign advert, the effects of the advert and also the target audience. Research in advertisement is meant to prevent wasting company resources on adverts which will not be effective.
The research has to be done before, during and after the advert is running. The research provides an indicator of the effectiveness of the advert. Currently there are many ways of carrying out advertisement research. The first thing to do is copy testing which will determine the best advertising idea, the theme, the main selling point of the advert, then after this the commercial can be produced and aired in televisions, radio or put on the newspapers.
Creating the concept
In creating the concept of the advert “unleash your potential”, I took a critical examination on the current trends on the market trends and of consumers. Today many people want to be associated with positive things and also want to be winners, and this commercial capitalizes on that. This advert encourages the young people to positively explore their talents and realize them by utilizing them.
The advert campaign challenges the public to examine their real potential in them, be spontaneous and be able to follow their hearts in which field of sports they feel they can perform better.
