900 Wordsbrand Loyalty Often Starts With The Art Of Persuasion Or Adve ✓ Solved

900 Words Brand loyalty often starts with the art of persuasion or advertising appeal. Influences are everywhere—most often based on trends, people who others emulate, one's family’s ideas, and groups one belongs to. When people buy products, their decisions are often influenced by social, group, and even anthropological effects that shape their consumer behaviors. New media have greatly influenced why and how people buy today, too. Social media are about sharing and virtual word of mouth that makes buying convenient, easy, and fast.

This assignment is designed to help you see how advertising messages get people's attention based on their relevance to people's lifestyles. Click on a favorite Web site that you might consider for buying a product or service. Once you have chosen a Web site, create an Advertising Appeal Analysis that includes the following information: · Time to Travel · Time yourself to see how long you are on the Web site. Track your clicks on items via the site. · What did you click on, and why? · Did you download anything? · How easy was it to surf around the site? · Were there any difficulties or interruptions in your site travel? · If so, did this make you want to leave the site, and why? What other observations do you have? · Write an analysis of 200 words about your time traveling around the site. · Message Appeal · Examine the text and photos presented on the site. · What drew you into the site and kept you there, and why? · Write an analysis of 300 words about how the site’s information and graphics appealed to your buying behavior and interest. · Surf Speak · Based on your clicks, likes, and selections, how would you describe your surfing patterns to a marketer to help make the site better and more appealing to you in the future? · Write a section of 200 words about how the marketer could “speak†to you via the site with advertising appeals that would make you want to visit and buy from the site often. · Media Match · Find an advertisement via the Web, a print ad, or television commercial that matches the company or product on the Web site. · Write an analysis of 200 words about how this ad complements the site or pushes customers to the site. · Explain its message effectiveness.

Paper for above instructions

Advertising Appeal Analysis

Time to Travel

The exploration was conducted on the e-commerce website of a popular athletic apparel brand, Nike (www.nike.com). My total duration on the website was approximately 25 minutes, during which I browsed various categories, including running shoes, clothing, and gear. I clicked on multiple product pages, primarily focusing on the new running shoe collection. My decisions were driven by the current trend of athleticism and a desire for high-performance footwear. I did not download anything, as I typically prefer to shop directly through the website's interface.
The navigational experience was fairly seamless; the layout was intuitive, allowing me to surf around with ease. I encountered no major difficulties, although there were brief instances where product images took longer to load. This did create a slight frustration, but it did not lead me to abandon the site. Other observations included an effective promotion of limited-time discounts that were displayed prominently as I navigated through various sections.

Message Appeal

Upon analyzing the site’s text and visuals, it was clear that Nike effectively utilized both elements to engage potential customers. The homepage featured vibrant, high-resolution images of athletes in action, which created an immediate connection to the brand's ethos of performance and quality. The graphics were not only visually appealing but also strategically positioned to invoke the excitement of fitness.
The textual content on the main page, including catchy slogans like “Just Do It” and descriptions of the latest innovations in running technology, formed an emotional appeal resonating with my personal aspirations as an athlete. Throughout my browsing, product pages contained detailed descriptions, including materials used, technology features, and customer reviews, which instilled confidence in the product’s value.
Additionally, promotions and testimonials enhanced a sense of urgency and built credibility, showing how the brand is involved in the lives of real athletes. This effective combination of imagery and text kept my attention focused on the purchase potential. Nike’s commitment to sustainability through eco-friendly product lines also played a role in my buying behavior, as I am increasingly drawn to brands that prioritize environmental responsibility. Overall, the site’s design dynamically catered to my interests and lifestyle, enhancing my engagement and interest in making a purchase.

Surf Speak

To improve the site’s appeal based specifically on my surfing patterns, the marketers could consider implementing a few tailored advertising appeals. Firstly, the addition of customized recommendations driven by my browsing history would effectively guide me toward relevant products. For example, a pop-up feature suggesting related products based on items I clicked could increase both engagement and conversion rates.
Furthermore, integrating a rewards system would incentivize repeat visits and sales. Recognizing returning customers through personalized greetings or exclusive discounts would leverage my familiarity with the brand, thereby enhancing brand loyalty. Given that visual content captured my attention, more interactive elements, such as 360-degree views or augmented reality try-ons for shoes, would also resonate with me, creating a richer shopping experience.
Lastly, the idea of social proof through a section showcasing customer testimonials or user-generated content would foster trust and relatability. Being able to view how products fit and function in real-world environments would bolster my intent to purchase. Engaging with visitors through interactive polls or social media integration could also elevate the site’s relevance to my lifestyle.

Media Match

I would like to focus on a television commercial for Nike titled "You Can’t Stop Us," which features various athletes overcoming adversity while showcasing Nike products. This advertisement complements the website in multiple ways. Firstly, just like the website, the commercial promotes resilience and empowerment, aiming to inspire viewers to push beyond their limitations, paralleling the messaging found in the slogan "Just Do It."
The thematic storytelling of this advertisement is effective, as it connects emotionally with consumers, mirroring the site’s focus on athlete empowerment. The commercial’s high-energy visuals and motivational narrative evoke a sense of determination that complements Nike’s brand identity. Furthermore, the social responsibility demonstrated through the ad aligns with Nike’s commitment to inclusion and equality—values reinforced on the website through their campaigns and product lines.
The ad's message effectiveness lies in its ability to create an emotional response, encouraging consumers to reflect their aspirations through the brand’s products. By emphasizing athlete experiences of triumph and resilience, the commercial resonates with the core consumer base, effectively funneling traffic back to the website for potential purchases. In this manner, the advertisement serves not only as a promotional vehicle but also as a bridge connecting consumers back to the Nike shopping ecosystem.

Conclusion

In conclusion, brand loyalty is intricately connected to advertising appeal and persuasion. The Nike website exemplifies effective strategies encompassing storytelling, visual engagement, and emotional connections that cater to consumers' lifestyles. Through personalized recommendations, interactive features, and the integration of testimonials, marketers can develop a more compelling online experience encouraging repeat purchases. Furthermore, complementary advertising, such as the "You Can’t Stop Us" commercial, augments the brand's message and draws consumers back to the brand, facilitating lasting brand loyalty.

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