You will produce a 1-page 1.5-spaced, APA style summary of an
advertising message for selected brand or specific product. This assignment must include the following:
a. Introduction/background on the brand or product
i. Mission for the brand
ii. Core Identity & Extended Identity (see p.91 Aaker reading)
iii. EXAMPLE: Nike. (another EXAMPLE: Lite Beer from Miller)
b. The advertising message. Note this might feature a product OR experience, or both
i. Snow Day message
c. Analysis of the message related to the following:
i. Value Proposition: Nike Snow Day
1. Functional – not much here
2. Emotional – captures emotion and excitement of “battle” with virtually no
boundaries; use of iconic figures in sport drives this emotion further. Goal is for
consumer to connect emotionally with the brand.
SA 285 Sport Marketing | Spring 2016 3
3. Self-expressive – the feeling of being an “invincible athlete” – goal is for
consumers to identify with the “nothing can stop me” from competing mentality
– the Nike brand and Nike products elicit this feeling or “expression” that
consumers identify with.
d. NOTE: AdBrands.net is a great source to search for ideas. You can also search on Sports Business
Journal, Forbes, NPR, USA Today. You may even let a television commercial or print
advertisement prompt your topic
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