Buyer behaviour

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Buyer behaviour

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categorie: Economie

nota: 9.94

nivel: Facultate

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This has been done in the past by Nike, by associating itself with top athletes such as Michael Jordan it is classical conditioning at its best Nike associating itself with top athletes. The brand is hoping that the image of Maurice Greene will stay in the long-term memory of the consumer. The fact that Greene holds the world record, an accomplishment only a few people have achieved, the brand is [...]
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This has been done in the past by Nike, by associating itself with top athletes such as Michael Jordan it is classical conditioning at its best Nike associating itself with top athletes. The brand is hoping that the image of Maurice Greene will stay in the long-term memory of the consumer. The fact that Greene holds the world record, an accomplishment only a few people have achieved, the brand is trying to identify with this that when you the consumer buys the jacket,you, too, can become part of this elite group of athletes that you the consumer can have a part of athletic history.

The message starts with the introduction of Greene and the 2-1 jacket. It is almost like the start of a trailer for a film even the ad gives us the perception of a film with Greene on top of what looks like a train with two men following him. It all gives the reader a sense of surrealism. The second part of the message "explosion on track 9.79" is used to enforce the pace and athletic ability of Maurice Greene and the world record that he holds. In accordance with the ad's movie feel what he has accomplished on the track only a James Bond figure or a man with a God given destiny could achieve such a feat.

Even the face on Greene gives the impression that he means business with a face of determination a look without despair even though he is being followed by men with guns. The final part of the message adds to the film feel or the unpredictability or, the what will happen next factor. The consistent use of blue- blue sky, blue jacket, are good uses of the sensory elements which should increase the chance of perception. Source: This ad was in GI the new gay magazine it was found at the back cover. The ad appeals to people with a sense of purpose and who have a clear vision in their head of who they are. This type of person can then relate to the determination and athleticism of Greene and who want to achieve that same level of fitness or determination.
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