Critically Evaluate a Multi Media Campaign

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Critically evaluate a recent multi-channel advertising campaign of your choice Adidas is ‘all in’ – they have launched the biggest marketing campaign in the brand’s history. This is the first time that the company has created a campaign ‘leveraging’ the Adidas Sport Performance, Adidas Originals and Adidas Sport Style sub-brands, ensuring that it is the most diverse and extensive glimpse into the brand ever. The campaign showcases Adidas’ distinctive presence across and into different sports, cultures and lifestyles fusing the worlds of sport, music and fashion (Adidas 2011). To properly evaluate this marketing campaign I shall be answering questions that should be raised. First, whether Adidas has adopted a more contemporary approach to marketing communications in response to new research and new media? Second, have Adidas been ethical in their campaign? Thirdly, what channels have Adidas used and how effective have these been? Lastly, I shall be questioning the effectiveness of the campaign as a whole and the measure of success of the campaign so far. The theory behind communication is an understanding of the thought processes of the consumer. Shankar notes that the traditional view is that marketing communications do things to consumers. Where marketers write messages; the consumer reads the message and the intended effect is expectantly adopted. Shankar continues to explain that this idea has evolved to readers of marketing communications actively ‘doing things’ to the communications (1999). It is suggested that a contemporary marketing approach is adopted where consumers create a variety of meanings and therefore interpret advertising according to their culture and individuality (Mick & Buhl, 1992). Adidas within their campaign have developed a strategy realising that diversity within all sports, fashion and music allows for differing interpretations from different types of consumers. The ‘120 edition all in’ (2011) advert shows a wide mix of different sports, fashion and music ‘all in’ one to communicate to the consumer that Adidas is ‘global’, enriching and all-embracing. It is not conceived as an occasional medium of product information but rather a ground where human reality is present (Mick and Buhl, 1992). By adopting a more humanistic approach to marketing relationships – that is, ‘a relationship based on trust, commitment and shared values – results in enduring relationships between marketers and consumers in the long term’ (Mick and Buhl, 1992, as cited by Hutton, 1996). Results from research carried out before 1994 shows that adolescents have become increasingly skeptical about advertisements and their tactics (Bousch et al, 1994). Adidas is targeting high school athletes with an online advert that promotes Chicago Bulls star Derrick Rose’s new shoe (2011). Derrick Rose one of the best players in the NBA stars in the advert. Results show despite the skepticism there may be, adolescents are more inclined towards the status of owning a pair (Adidas 2011). On a different note Adidas have released a 3D advert called Adipower Barricade (2011), an integral part of Adidas Sport Style. It shows their new tennis shoe being dissected into the shapes forming the shoe. There is emphasis on the cushioning and stability followed by the shoe being put back together. This is a prime example of the encoding and decoding of thought processes suggested by Reddy (1993). This theory has been used by Adidas to send a message, an exchange of meaning, to the consumer who can visualize the components emphasizing the qualities of the product. The encoding and decoding can result in differing meanings by the consumer. The dissection of the shoe could be interpreted as a clever and innovative design enhancing performance, which is the intended meaning by the marketer. Or someone might think differently and his or her meaning may have nothing to do with the intended meaning (Scott, 1994). In this example one might think that the...
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