Nike Promotions Essay Example for Free

Nike Promotions Essay After looking at Nike’s marketing strategy with respect to product, price, place and promotion, the outstanding success of the brand name calls for more attention to Nike’s promotional strategies. Nike’s promotions and advertisements have been deemed the best in the retail industry. The â€Å"Just Do It† slogan is supposedly one of the most famous and easily recognized slogans in advertising history. It would be safe to claim that brand management is easily one of Nike’s core capabilities. With the company’s advertising budget today reaching $2.4 billion, it is worth looking into Nike’s advertising strategies and how these strategies helped strengthen the brand image. 1980-1988: Early Advertising Before television advertisements, Nike released several successful print ads. One of its earliest print ad campaigns was the â€Å"There is no finish line† campaign by John Brown and Partners. The posters were an instant hit, since, it did not focus on the running shoe product, but instead on the person wearing the shoes. At this early stage, Nike saw the lucrative value in sports sponsorships. The company began sponsoring track and field athletes like Carl Lewis. With lucky breaks, Nike signed some bigger names in the athletic world like Wayne Gretzy and, probably the most important sponsorship signing in Nike history, Michael Jordan. 1988: The JUST DO IT Campaign This campaign was probably Nike’s most known and successful. In 1988, Nike worked with ad agency Wieden and Kennedy to create the slogan Just Do It. The company used this campaign to cash in on the jogging/fitness craze of the 80s. Top competitor Reebok was sweeping the aerobics race so Nike responded with Just Do It ads that practically shamed people into exercising, and more importantly, to exercise in Nikes. The Just Do It ads truly embodied the philosophy of grit, determination and passion to encourage consumers to embrace the culture of fitness rather than focus on the product. The Just Do It campaigns were also successful because of their celebrity features including Bo Jackson, John McEnroe, and Michael Jordan. These famous athletes reassured the quality of the Nike product and gave Nike a â€Å"hip† brand image. These ads were basically turning sweaty, pain-ridden exercise into something sexy and exciting. And lastly, the Just Do It ads were usually humorous, thus connecting to consumers on a level that made them comfortable and feeling positive about the brand. 2000-2005 Using its cooperations with various ad agencies, Nike released several popular and well-received TV commercials. In fact, the company received two Emmy awards for best commercial twice. The first was for â€Å"The Morning After,† which featured a runner on his morning jog on January 1, 2000, facing the chaos of the Y2K predictions. The commercial really connected to consumer emotions, as speculations of the new millennium were the conversation buzz around that time. The second Emmy was for a Nike commercial called â€Å"Move† that featured many famous and regular athletes performing a serious of athletic pursuits in a creative â€Å"pass it on† way. Starting in 2005, Nike released another successful ad campaign that were targeted at athletic woman. The ad focused on women’s Thunder Thighs and Big Butts, encouraging them to embrace their athletic body parts and shapes. This was yet another successful way Nike connected to the consumer on a personal level, as we all know that women tend to care about their self images. 2005 to Present Having built up an empire of a brand, Nike continued to focus on celebrity endorsements. Nike took famous athletes in a variety of sports to feature them in ads. LeBron James from basketball, Tom Brady from football, Ronaldhino from soccer, Roger Federer from tennis and Tiger Woods from golf, just to name a few. Using the A-list, top-notch names in the athletic world really helped tip Nike over into the â€Å"elite† brand division. At this point, Nike is reaching its peak in sales and in brand image. Having reached this peak, Nike is now changing up the promotion game and branching out to the digital world. With a 40% decrease in print and TV advertising, Nike is now trying to stray away from superstars. Now that Nike as perfected the art of branding, it is moving on to a world where consumers want to be told less. In 2010, Nike launched its new marketing division called Nike Digital Sport. This digital focus on sports conceived the Nike+ platform, which is a marriage of Apple and Nike technologies that allows people to track their athletic performance. It is also a platform that allows Nike to virtually have personal conversations with its consumers and, subtly study its consumer’s behavioural patterns. Overall, it seems like Nike is always in tune with consumer preferences and addresses them through strategic and well-executed advertising tactics. It is no surprise that the Nike brand is one of the most well recognized in the world.

Capitalism and the Joy of Working :: essays research papers

  Ã‚  Ã‚  Ã‚  Ã‚  Enjoyment of work and creativity is more important to most people than higher pay. Employers cant pay to get more creativity because it is not just about the money. Something meaningful and challenging is generally more important for new workers coming into the workforce. No more is it the hope of reaching fame or making money that drives the workforce. It’s the opportunity to do the work that is enjoyed. Mihaly Csikszentmihalyi, a psychologist at the University of Chicago and author of Finding Flow: The Psychology of Engagement With Everyday Life, has found through his research that for some people, paying them to do things they enjoy actually reduces their interest in doing those things. Another theory is that if you take your hobby and turn it into a career you wont enjoy it as much.   Ã‚  Ã‚  Ã‚  Ã‚  Capitalism plays a key factor in creativity because the workforce needs to be stimulated in order to produce good results. â€Å"Cracking the whip† on an assembly line stifles creativity in the workplace and most workplaces are not assembly lines like they were a while back. Leaders that work under an authoritarian model stifle creativity and innovation. This will ultimately lead to low productivity and low turnover within the workforce. The â€Å"good life† just doesn’t happen anymore. There aren’t millions of people working in assembly lines and in automobile manufacturing plants .. people are creating their happiness and most of it is a direct result on how they spend their time while they are punched into a clock.   Ã‚  Ã‚  Ã‚  Ã‚  When what we do at work is meaningful people don’t get bored or distracted, they get so involved they forget to eat. The world, and capitalism, needs creativity and innovation and without it would breed a lull in change and technology. Obviously, change and technology are what drives our capitalistic society.   Ã‚  Ã‚  Ã‚  Ã‚  I remember my father always telling me that in order to appreciate and value the things you have you have to work for them yourself. I think the same holds true for business ventures. Having a personal interest and a personal bank account on line drives one to succeed possibly all the more than k working for a set paycheck.   Ã‚  Ã‚  Ã‚  Ã‚  Wealth and prosperity are created with capitalism. Freedom, self-interest and competition make for a healthy environment engulfed in capitalism. Freedom is the rights to exchange products and capital. Self-interest is the right to pursue ones own happiness (which after all is the American way) which transforms into pursuing ones own business and use it to appeal to the consumers.

Creation of amended television Essay

Introduction To determine the success of the common policy European Union directive regarding the amended television without frontiers act, it is necessary first to understand the objectives of the act and the broader objectives fostered by the European Union regarding television and broadcasting. In general, the European Union aims at establishing and maintaining free movement of capital, goods and persons. There is also a general effort to establish the conditions necessary for unrestricted broadcasting across the territory of its Member States. This means that the EU generally strives to allow television broadcasting of member-state content to happen freely within the EU. The â€Å"Television Without Frontiers† Directive is the legal document that establishes the framework for television broadcasting activities in the EU to occur in this unrestricted fashion. Overall and most often, this directive is considered the â€Å"cornerstone† of the European broadcasting policy. This should give at least some notion that it is generally considered to be a success; most specifically this success is noted in terms of its principle objective, which is to co-ordinate the national rules of Member States regarding the television broadcasting. As necessary, the â€Å"Television Without Frontiers† Directive looks to remove barriers established by internal markets for television broadcasting and related services within the Union and also to establish a   broader means of governing the broadcasting activities of Member States as a collective unit. Areas in which the broadcasting directive is most fundamental include in the freedom of reception and retransmission, the promotion of production and distribution of European programs to provide access to major sporting events from around the EU and establish and maintain measures to protect minors. The Amended Television Without Frontiers Directive: Overview Digital television first launched in Europe between 1995 and 1996. The first digital service in Europe dramatically changed the landscape for audiovisual communications and broadcasting. Increased deregulation and the introduction of new technology within the broadcasting sector appeared to pave the way for still further developments. Digital technology, from the get-go, both multiplied and diversified the broadcasting channels and services series. It also established a convergence of the telecommunications, media and information technology sectors (Aubry, 2000). By 1997 and 1998, interested authorities had confirmation of a new trend in the broadcasting industry. The Statistical Yearbook of the Strasbourg-based European Audiovisual Observatory confirmed that the progress of digital technology in Europe was creating a significant growth in the number of broadcasting operators, particularly pay-TV and pay-per-view services. Over 330 digital channels broadcast by satellite at the beginning of 1997. In 1996, only a year before, the number of broadcasting channels was as low as ten (European Audiovisual Observatory, 1997). By January 1, 1998, More than 480 digital programs broadcast by satellite by January 1, 1998 that could be received in parts of Europe (European Audiovisual Observatory, 1998). Seventeen pay-per-view providers were also providing customers with over 200 channels in 1998, which compared to the six services providing offering only 42 channels between them in 1996 (European Audiovisual Observatory, 1998). The trend regarding digital television was clearly that it was not only bringing more channels on the European audiovisual scene but that the entire range of the content broadcast was expanding dramatically over even a short period of time, particularly due to the special channels available via systems like pay-per-view. As a result of the growing range of channels offered, in 1997, major European digital providers, such as Spain’s Canal Satellite, Germany’s Premiere, and the United Kingdom’s BSkyB, launched a series of new digital multichannel packages in Europe. The packages offer a very diversified range of thematic programs such as cinema, sports, information, music, and travel (Aubry, 2000). The audiovisual products increased in range as the demand for cinema, television, video, and multimedia increased dramatically between 1995 and 2000. In particularly, the growth in total income was staggering; an estimated climb of 69% was seen during that period, accounting for an increase from euro 31,847.7 million to euro 53,871.1 million in just those five years. Much of the increase was also generated by the newly developed television systems and such new forms of audiovisual consumption as pay-per-view, video-on-demand, and multimedia service packages (Norcontel, 1997, p. 173). In a very brief period, the landscape for audiovisual broadcasting in Europe had transformed dramatically. The industry was also subject to a large number of alliances between traditional operators of classical television and, increasingly, in paid television systems. Both mergers and joint ventures between major and minor satellite, cable, and terrestrial provider companies were viewed favorably by the European competition authorities. The mergers and ventures were seen to ensure the development of an Information Society as they supported and often facilitated the provision of new audiovisual content and services (Aubry, 2000). In terms of objectives, the European Commission also intends to ensure that the audiovisual market remains open to competition; therefore, it carefully sees to it that the said market not be distorted or foreclosed by dominant positions and access barriers such as exclusive broadcasting rights (particularly as regards sport events) and State aid to the broadcasting sector. The Member States have therefore to ensure that pluralism and competition are maintained in the audiovisual sector by preventing the creation of dominant positions resulting from agreements such as concentrations, mergers and acquisitions of businesses. In response to concerns that high entry barriers were gradually being created to limit the European-wide access to broadcasts, the European Council created the â€Å"Television Without Frontiers† Directive on October 3rd, 1989 (Council Directive 89/552/EEC of 3 October 1989 on the co-ordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the pursuit of television broadcasting activities (OJ, 1989, p. 23). Rapid changes in the audiovisual market had been seen since the beginning of the nineties. They required a substantial revision of the terms, however. In May, 1995, and further to the European Commission proposal, a revised version of the original â€Å"Television Without Frontier† Directive was put forward. The new Directive was adopted on June 30th, 1997 (Directive of the European Parliament and of the Council 97/36/EC, 1997, p. 60). This revised version provided an up-to-date regulatory framework that was adapted to reflect the needs for legislation focusing on digital broadcasting. The particular points about the new directive included the tightening of certain legal concepts. As regards the Member States’ jurisdiction over broadcasters, rules governing teleshopping and the coverage of major events were introduced. The protection for children was also increased (Aubry, 2000). Analysis According to article 2a of Directive 97/36, Member States of the EU must ensure the freedom of reception and they also cannot in any manner restrict the retransmission on their territory of television programs broadcast from other Member States that falls within the fields co-ordinated by the Directive. Essentially the only exception to the rule, the only instance in which it is permitted to restrict retransmission is in the event that, according to the provisions of Article 22, there is a serious infringement of the provisions governing protection of minors. According to Article 2 (1) of the Directive, each Member State is responsible for ensuring that all television programs transmitted by broadcasters under its jurisdiction comply with the provisions of the Directive as well as with the national regulations applicable to broadcasts intended for the public in that Member State. It follows that the receiving State may not apply to programs emanating from another Member State legal provisions specifically aimed at controlling the content of television broadcasts at national level. Although Member States can adopt more details or constraining rules in the areas that cover the Directive according to article 3 (1) of the Directive, rules may not be applied to programs broadcast by cross-border channels located in other Member States. It is also worth nothing that the European Court of Justice currently distinguishes between national legislation in areas not covered by the Directive, like the protection of consumers against misleading advertising, and matters that are considered to be already fully regulated by Community law. This certainly includes regulations relating to the protection of minors. Under certain circumstances, a receiving EU Member State has the option to adopt measures to protect the interests of consumers against national advertisers. They may not take measures to control television program broadcasts by foreign operators. Only the Member States with jurisdiction over the broadcaster concerned is responsible for its control (European Audiovisual Observatory, 1997, p 13). The â€Å"Television Without Frontiers† Directive sets quota requirements for the promotion of European works on television. These provisions do not apply to television broadcasts that are intended for local audience and do not form part of a national network (Aubry, 2000). According to Article 4 of the Directive, the Member States must ensure, â€Å"where practicable and by appropriate means†, that broadcasters under their jurisdiction reserve for European productions a majority proportion of air time. This doesn’t include any time devoted to news, sports, games, advertising, teletext services and teleshopping. According to Article 5, European television channels must reserve at least 10% of their transmission time to European works created by producers unaffiliated with broadcasters. Certain flexibility is granted for the implementation of the quota requirements, however, the European Commission supervises the implementation of Articles 4 and 5 of the Directive is supervised by the European Commission. All Member States must submit to a report containing a statistical statement on the achievement of the quotas. This is required every two years and any failure to achieve the required proportion must be reported and explained. Measures must also be adopted or envisaged to remedy the situation where possible (Aubry, 2000). Conclusion In terms of its success, the Amended â€Å"Television Without Frontiers† Directive certainly does establish a viable means of maintaining a viable community base for television broadcasting within the European Union. Whereas limited channel choice characterized analogue broadcasting, the need for the viewer to fit in with the schedulers, and a clear understanding that the television was a device for watching broadcast programs. Digitalization, on the other hand, creates the possibility of hundreds of channels. It essentially allows televisions to serve as a multipurpose, multimedia terminal. Digitalization allows viewers to program their own schedules, watch programs when they want, and even interacting with the programs themselves. Overall, the EU member countries have managed to maintain a relatively unrestricted system for broadcasting content produced   by other member countries. However, the amended â€Å"Television Without Frontiers† Directive was first implemented as a measure to combat growing efforts by EU member states to restrict such broadcasting freedoms. Only time will tell whether the commonality established by this directive will be maintained and proven successful. For one thing, the effects of digital television will be interesting to determine and watch in terms of shared broadcasting among EU-member broadcasting companies. References. Audry, P. 2000. The â€Å"Television Without Frontiers† Directive, Cornerstone of the European Broadcasting Policy, Strasbourg: EAO. European Audiovisual Observatory, 1997, Legal Guide to Audiovisual Media in Europe, Strasbourg: EAO. European Audiovisual Observatory, 1997. Statistical Yearbook. Strasbourg: EAO. European Audiovisual Observatory, 1998. Statistical Yearbook, Strasbourg: EAO. Levy, D. A. L. 2001. Europe’s Digital Revolution: Broadcasting Regulation, the EU and the Nation State. London: Routledge. Norcontel, 1997. Economic Implications of New Communication Technologies on the audiovisual markets, Screen Digest, Stanbrook and Hooper. OJ Council Directive 89/552/EEC, 1989. â€Å"The co-ordination of certain provisions laid down by law, regulation or administrative action in Member States concerning the pursuit of television broadcasting activities†, Official Journal of the European Union, 17 October, 1989.

Advantages and Disadvantages of Normalisation - Free Essay Example

Sample details Pages: 5 Words: 1426 Downloads: 3 Date added: 2017/06/26 Category Information Systems Essay Type Argumentative essay Did you like this example? Essay Questions Describe normalization and the different normal forms. What are four advantages to normalization? What are the disadvantages of normalizing? Normalization is the procedure of planning an information model to proficiently store information in a database. The finished effect is that repetitive information is wiped out, and just information identified with the trait is put away inside the table. Normalization typically includes separating a database into two or more tables and characterizing connections between the tables. The goal is to segregate information so that increases, erasures, and adjustments of abroad might be made in only one table and afterward proliferated through whatever remains of the database by means of the characterized connections. There are three principle ordinary structures, each with expanding levels of normalization: First Normal Form (1nf): Each field in a table holds distinctive data. Case in point, in a worker rundown, each one table might hold stand out conception date field. Second Normal Form (2nf): Each field in a table that is not a determiner of the substance of an alternate field mus t itself be a capacity of alternate fields in the table. Third Normal Form (3nf): No double data is allowed. Thus, for instance, if two tables both oblige a conception date field, the conception date data might be divided into a separate table, and the two different tables might then get to the conception date data by means of an index field in the conception date table. Any change to a conception date would naturally be reflecting in all tables that connection to the conception date table. There are extra normalization levels, for example, Boyce Codd Normal Form (BCNF), fourth ordinary structure (4nf) and fifth typical structure (5nf). While normalization makes databases more proficient to support, they can likewise make them more unpredictable on the grounds that information is divided into such a large number of distinctive tables. Two in information handling, a procedure connected to all information in a set that transforms a particular measurable property. Case in point each consumption for a month could be isolated by the aggregate of all consumptions to handle a rate. Three, in programming, changing the configuration of a gliding point number so the left-most digit in the mantissa is not a zero Benefits of normalization:- Smaller database: By dispensing with double information, you will have the capacity to diminish the general size of the database. Better execution: Don’t waste time! Our writers will create an original "Advantages and Disadvantages of Normalisation" essay for you Create order Narrow tables: Having all the more adjusted tables permits your tables to have fewer sections and permits you to fit more records for every information page. Fewer records for every table mean speedier upkeep errands, for example, list remakes. Only join tables that you require. More terrific general database association. Information consistency inside the data Disadvantages of normalization:- Requires more joins to get the coveted effect. A crudely composed question can cut the database down Maintenance overhead. The higher the level of normalization, the more stupendous the amount of tables in the database. More tables to join: By spreading out your information into more tables, you expand the need to join tables. Data model is troublesome to inquiry against: The information model is advanced for provisions, not for specially appointed questioning. Tables hold codes rather than genuine information: Repeated information is put away as codes as opposed to significant information. In this way, there is dependably a need to go to the search up table. 2.Explain what a data dictionary is, making sure to include definitions of the terms data element and record in your explanation. Provide examples of each of these terms as you include them. A Data Dictionary is a officil database of all the Data Elements utilized by an association. The Data Dictionary saves all the Data Elements utilized by that association, their definitions and their representations in machine frameworks. Case in point it is conceivable that five workstation frameworks might have diverse approaches to store an individuals sexual orientation. The sexual orientation could be put away in a database segment with the section title sex utilizing the strings male, female or obscure, or in an altered width content document in sections 31-32 utilizing 0 or 1 or 2, or in a XML archive with a data component Individual Sex Code and the qualities male, female and obscure. The data dictionary might be a focal place that all designers can go to get a legitimate data compone nt name and definition. This data can then be utilized reliably all around the framework. Unified archive of data about data, for example, significance, and connections to other data, source, use, and arrangement All Data Elements that are distinguished ought to be sent to the Data Dictionary Administrator. This is presently Dan Mccreary. Once the Data Elements are recognized as non-doubles of Data Elements that are as of now in the Data Dictionary the Data Element will be allocated to one of a few Data Element Approval Teams (DEAT). Each Data Element Review Team meets on a separate calendar, now and then week after week, off and on again quarterly relying upon earnestness of the Data Elements under audit. When they do reach, they will audit the Data Element and choose on the off chance that it ought to turn into an applicant for distributed in the Data Dictionary In this way, the term data component is a nuclear unit of data that has exact significance or exact semantics. A data component has: An ID, for example, a data component name A clear data component definition One or more representation terms Optional identified qualities Code (metadata) A rundown of equivalent words to data components in other metadata registries Synonym ring 3.What are the disadvantages of each of the three system development methods? Disadvantages of waterfall development method In this strategy, all the prerequisites of the product need to be specified forthright and there is no space for conferring mix-ups. The undertaking degree proclamation needs to be itemized in unbounded profundity from the begin in light of the fact that changes are not conceivable when utilizing waterfall system. This is on the grounds that the best way to revise something which has been as of now created is to retreat and begin once more. This will result in enormous issues on undertakings where the task backers are hesitant and rapidly causes degree creep. Project interchanges with the customer are amazingly constrained being either at the starting or at the end of the advancement. Amidst, there is no possibility to get to which one can get reaction or possibly illuminate any perplexity over what the prerequisite really implies. Key allies stay unmoving for long terms. You see waterfall does not work on a network groundwork which makes venture asset administration a to a great degree unbending action. Fundamentally those assigned to the undertaking stay on it until that stage is over. This as you can envision, has an immediate thump on impact on the venture plan. It is an extremely unbending technique which does not excite any change in prerequisites and which makes any ensuing usefulness progressions obliged to a great degree troublesome and unreasonable to execute. Accordingly the quick pace of changing prerequisites decided makes this philosophy troublesome to utilize and calls for more agile systems for programming advancement, for example, dexterous technique or scrum procedure. Disadvantages of iterative development method Each period of a cycle is unbending with no covers Costly framework structural engineering or configuration issues may emerge in light of the fact that not all prerequisites are Gathered in advance for the whole lifecycle. Disadvantages of Agile development method Vigorous client association and close coordinated effort are needed all around the improvement cycle. This is extremely captivating, compensating and guarantees conveyance of the right item. Its the crucial rule in lithe that guarantees desires are overall overseen. Whats more since the meaning of disappointment is not meeting desires, these are discriminating triumph elements for any task. However these standards are exceptionally requesting on the client agents chance and oblige an enormous responsibility for the span of the venture. In instance of some product deliverables, particularly the expansive ones, it is troublesome to evaluate the exertion needed at the start of the product improvement life cycle. There is absence of attention on important outlining and documentation. The venture can undoubtedly get taken off track if the client delegate is not clear what last conclusion that they need. Only senior developers are fit for taking the sort of choices presupposed throughout the improvement process. Subsequently it has no spot for beginner software engineers, unless joined together with encounter.