https://padlet.com/isabel_v_delgado/t3bj07x2imzp MKT\435 9/12/2016 PJ Rosch en-us 2016-09-09 17:52:39 UTC 2016-09-19 23:41:16 UTC hello@padlet.com isabel_v_delgado https://padlet.com/isabel_v_delgado/t3bj07x2imzp/wish/122892636 2016-09-09 21:58:58 UTC https://padlet.com/isabel_v_delgado/t3bj07x2imzp/wish/122892636 isabel_v_delgado https://padlet.com/isabel_v_delgado/t3bj07x2imzp/wish/122893770 Several years ago, Nike released a series of ads that marketed to its segmented women consumers. The ads, "My Knees" were published in 2005 by Wieden and Kennedy. The objective of this campaign was to target women whose demographics and psychographics matched the audience of Nike's existing target market. The ads were released through print and broadcast media such as magazines, newspapers, and on tv. The ads created by Wieden and Kennedy, challenged the social constructions of gender and sports (Grow, 2008).  "Nike, through its association of knowledge, power, and truth, has and continues to publicize and authorize a particular notion of who or what counts as a female athlete. It proceeds by engaging in a careful psychoanalytic reading of Nike’s ideal of excellence for serious female athletes and athletics in combination with themes of emancipation within the most recent advertising efforts directed to women" (Helstein, 2003).The article ignites empowerment and acceptance "that praises athleticism, talented performance and disciplined bodies" (Sanders, 2013) . Woman are cheered to believe that imperfection is acceptable and are empowered beyond a brand name and targeted through personality traits and dynamics of motivation. Nike seems to "understand" these consumers and the struggles they deal with that communicates an untouchable message of customer satisfaction and appreciation. 

 ]]> 2016-09-09 22:19:14 UTC https://padlet.com/isabel_v_delgado/t3bj07x2imzp/wish/122893770 isabel_v_delgado https://padlet.com/isabel_v_delgado/t3bj07x2imzp/wish/122893852 Improving the effectiveness the "My Knees" campaign would rely on internet and technology related concepts to add value that benefits both marketers and customers.  It is important to  understand the most prominent tools used to implement marketing strategies, the relationship between value and customer demographics (Schiffman & Wisenblit, 2015).
 Taking this campaign one step further I would examine how to use the elements and persuasive capabilities of communication, as well as the barriers to effective communication. I would pair this information with the demographic breakdown of  "types" of female consumers and pair these demographics with similar ads that use proven communication tools that appeal to the target, age market through new media. New media are online channels, social networks, and mobile electronic devices. These media are drastically more advanced than traditional media because they allow marketers to send personalized messages to individual consumers who can respond to the messages immediately (Schiffman & Wisenblit, 2015).

Younger Women (Young Girls and Teens)
Women of Color (Race and Ethnicity)
Older Women (Active Seniors)
Tapping into all three sub segments of women]]> 2016-09-09 22:20:38 UTC https://padlet.com/isabel_v_delgado/t3bj07x2imzp/wish/122893852 isabel_v_delgado https://padlet.com/isabel_v_delgado/t3bj07x2imzp/wish/122896432

Schiffman, L., & Wisenblit, J. (2015). Consumer behavior (11th ed.). Retrieved from The University Of Phoenix eBook.

Grow, J. M. (2008). The gender of branding: Early nike women's advertising a feminist antenarrative. Women's Studies in Communication, 31(3), 312-343. Retrieved from http://search.proquest.com/docview/198272416?accountid=458

Helstein, Michelle T., (2003).That’s Who I Want to be: The Politics and Production of Desire within Nike Advertising to Women Journal of Sport & Social Issues. August 2003 27: 276-292, doi:10.1177/0193732503255479

Sanders, Sasha. (2013). Nike Ads Positive Portrayal of Women Retrieved from http://cwgs.blogs.umassd.edu/2013/03/15/nike-ads-positive-portrayal-of-woman-by-sasha-sanders/ 

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