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What did you learn about your writing process or yourself as a writer?

Review the in-text comments and summary feedback you received on the draft to deepen and extend your analysis of your topic. This revision should reflect significant changes from your first draft and should incorporate the feedback you received.

Include answers to all of the following reflection questions below your completed revision.

1. How much time did you spend revising your draft? Which revision strategies did you use, and which of them worked best for you? (2-3 sentences)

2. How did the revision process improve your essay? (2-3 sentences)

3. What did you learn about your writing process or yourself as a writer? (2-3 sentences)

Introduction Comment by Professor Mayhall: Fancy a more creative title, yes? And indent…

Advertisement in different forms has captured the world, and today, there is no single product that is not being advertised. Advertisements, whether print or visual, have become more of a psychological persuading tactic than a traditional selling tool, and no individual in the world can ignore its impact on their daily buying decisions. In today’s market, the companies are spending an exponential amount on consumer buying and behavior research and then using that data to create ads that can connect with the emotions of the target audience and inspire them to inquire or purchase a specific product. In this essay, the potential impact of a print advertisement specifically of Nike’ will be analyzed and how it manipulates the buying behavior of its target customers. Comment by Professor Mayhall: Consistently goes beyond description to analyze the design choices made in the advertisement, including layout, color schemes, text, and/or other design components. Effectively draws conclusions about the intended audience, and the likely impact and effectiveness of the advertisement. Comment by Professor Mayhall: Has a clear, focused, and detailed working thesis that is expressed in a single sentence that states the central claim of the essay.

Nike the Brand: 

Nike is an international enterprise engaged in the manufacturing, designing, marketing, and sales of clothes, accessories, footwear, and services (Nayak, 2017). Though the company offers a variety of products, it is known internationally for its sportswear and shoes. Nike is one of the largest suppliers and manufacturers of sports equipment in the world. The company has been advertising its products in a unique way to its target customers and has built a reliable brand name in the sports market.

Nike’ advertisement analysis:

Most of the Nike print ads use a distinctive way to lure its target customers and use certain catchy taglines that not just improve the brands’ position in customer minds but also impact their buying decisions. The essay will explain how one such ad manipulated the buying behaviors of its target customers, mostly the young generation who are passionate about sports (Deng, 2009). Comment by Professor Mayhall: Defines a meaningful and nuanced word or concept in a coherent and compelling way, consistently using critical thinking and thoughtful discussion to explore the definition. Consistently goes beyond traditional definitions to define or redefine the word in a new and unique way.

Nike’s ad that will allow understanding the relationship between an effective marketing campaign and its impact on the buying behavior of target customers is that it showcases famous LeBron James shirtless leaning against a black background holding a basketball (Ommen, 2010). The product is merely focused on the campaign; rather, the spotlight is on the athlete wearing them. The famous Nike’ brand logo swooshes are present on the ad along with a tagline,” Prepare for the combat.” Nike employs famous sportsperson such as LeBron to sell its product since these athletes are valiant, noble, and aggressive in their respective sports and famous among the young generation. The superiority of the athlete wearing the Nike’ product not just attracts the young customers, but also subconsciously give them the idea about the supreme quality and confidence attached to the product. This strategy of employing star athletes to sell the product manipulates the buying decision of the target customer by fulfilling their desire to possess the same intensity as their favorite star athlete. Comment by Professor Mayhall: Includes all of the required components of an essay, including an introduction with a strong thesis; an adequate number of body paragraphs (3-6), each with an effective topic sentence; and a conclusion with an effective concluding statement. The sequence of sentences and paragraphs is logical and flows well.

Simple ads can have more significant impacts on consumer buying if the brand has created the trust. Apart from showcasing famous athletes in print ads, Nike also employs a much simpler marketing technique that shows the product with the right tagline and brand logo. This kind of advertisement has been specifically used for introducing the athletic shoe range. Nike’s most influential print ads were the new air max line series, in which the ads showed several kinds of shoes, such as running, basketball, and tennis shoes. The ad was occupied by the image of the shoe rather than any model or athlete, complemented with a catchy sentence and the company’s logo and slogan. Such simple ads not just enhance the quality aspect of the product in the consumer’s mind, but also help them in recognizing with the brand. Furthermore, such unpretentious ads send an unconscious message that the product is enough to sell and itself, and the logo can be associated with the company’s hard work, passion, highest quality, and comfort. Comment by Professor Mayhall: This is one of your strongest paragraphs regarding support for your thesis. Well done!

Company logos create connectivity with the potential buyer. The logo that is being graphically presented in each advertisement of Nike and its products shows the consistency of the company in its marketing campaign and also helps in building a superior brand image in its buyer minds. It is the constant representation of the Nike logo in the ads that has allowed the company to grow, even in the highly competitive sports market. Nike target customers who are mostly sports or fitness lover’s younger generation can easily relate with the swoosh sign, because of the constant display in different visual and print advertisements. The logo and the slogan “Just do It” implied by all of the Nike’ campaign has become a sole entity on their own, as in some ads, the company depicts a blank page with just Nike’ logo and slogan, and the customers can relate with it. Comment by Professor Mayhall: Demonstrates thoughtful and effective word choices and uses a wide variety of sentence structures. Establishes a consistently unbiased and impersonal tone that is appropriate for an informative essay. Comment by Professor Mayhall: Includes all of the required components of an essay, including an introduction with a strong thesis; an adequate number of body paragraphs (3-6), each with an effective topic sentence; and a conclusion with an effective concluding statement. The sequence of sentences and paragraphs is logical and flows well.

Conclusion:

The Nike print ads campaign’s analysis shows that the brand positioning and image created through selling consistent quality products and effective yet simple marketing campaigns help the company maintain a competitive edge and impact the future buying behavior of the target customers. The ads that were analyzed were simple but conveyed the message in the most effective way. Also, brand perception or positioning in the consumer mind decides the future buying patterns, and in the case of Nike, the strong brand positioning has allowed the company to be creative and unique in their marketing campaigns. Nike’s marketing team is confident that even with a blank print ad with its logo, customers can be fascinated by the future or current products. This assurance of the marketing team is because of the trust and brand positioning the company has built over the years through advertising the truth about their products. Comment by Professor Mayhall: Demonstrates thoughtful and effective word choices and uses a wide variety of sentence structures. Establishes a consistently unbiased and impersonal tone that is appropriate for an informative essay.

Part 2: Questions

1. What is the significance of your essay? Why should readers care about what you have written? Comment by Professor Mayhall: Demonstrates thoughtful reflection; consistently includes insights, observations, and/or examples in all responses. Answers all reflection questions effectively, following or exceeding response length guidelines.

This essay not just analyze the unique marketing technique of Nike’, but also displays how these techniques manipulate the buying decision of the target customers. It also shows that fact-based yet straightforward advertisements create a strong brand relationship with the buyers, which helps the company sustain during high competition.

2. Which areas of your draft do you think will benefit most from revision?

The last paragraph in the body section of the draft can benefit from revision because it lacks the consistency other paragraphs have. Though the paragraph is correctly organized and facts are being appropriately represented, but revision can benefit the paragraph, especially in concluding the analysis of the ad.

3. Consider the strengths and weaknesses of your writing. How can you capitalize on your strengths and improve on your weaknesses in future essays?

Strengths:

The first strength of the essay is the clear establishment of the thesis statement. The second strength of the draft is the focused topic sentence that has created in each paragraph of the draft. Moreover, in each paragraph, the thesis statement has been focused, and facts have been established. Each paragraph allows the readers to understand how certain marketing campaigns shape the consumers’ buying decisions.

Weaknesses:

Though the thesis statement is focused and precise, at some points, the writing in the paragraph seems inconsistent and does not allow the reader to comprehend the information correctly. The interest of the writer, in analyzing the particular brand has not been established. Another weakness identified is the vague concluding paragraph of the draft. Comment by Professor Mayhall: Demonstrates thoughtful reflection; consistently includes insights, observations, and/or examples in all responses. Answers all reflection questions effectively, following or exceeding response length guidelines.

Touchstone 3 Rubric and Feedback
Rubric Category Feedback Score (acceptable, needs improvement etc.)
Image Analysis OR Extended Definition Consistently goes beyond description to analyze the design choices made in the advertisement, including layout, color schemes, text, and/or other design components. Effectively draws conclusions about the intended audience, and the likely impact and effectiveness of the advertisement.
Working Thesis Has a clear, focused, and detailed working thesis that is expressed in a single sentence that states the central claim of the essay.
Organization Includes all of the required components of an essay, including an introduction with a strong thesis; an adequate number of body paragraphs (3-6), each with an effective topic sentence; and a conclusion with an effective concluding statement. The sequence of sentences and paragraphs is logical and flows well.
Style and Tone Demonstrates thoughtful and effective word choices and uses a wide variety of sentence structures. Establishes a consistently unbiased and impersonal tone that is appropriate for an informative essay.
Focus Details are relevant and support the purpose of the essay. The writer consistently makes effective connections between the supporting details and the working thesis.
Conventions There may be a few negligible errors in grammar, punctuation, spelling, capitalization, formatting, and usage.
Think About Your Writing Does not answer the majority of reflection questions or the majority of answers do not follow response length guidelines.
Overall Score and Feedback: 10/10
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