Chapter 3 From Exposure to Comprehension

Exposure 

When it comes to Nike, Nike provides exposure to all its products, either online, in-stores, or ads. In most cases, when consumers come into contact with Nike products they most likely would visit in-stores as customers can try on the shoes or clothing apparel. Some factors Nike uses to influence the consumer to buy their products is by placing ads on social media, billboards, magazines, and radios. Shelf placement is an important factor in how Nike creates exposure to their products. When you enter a Nike department store shoppers are opened to the products on shelves or racks, allowing them to engage with all products Nike is selling. 

Attention

Now let's focus on how consumers provide their attention to Nike ads. On most occasions, a consumer's attention is caught as they use famous athletes to promote their campaigns. For example, Cristiano Ronaldo is ranked number 1 in "Top 15 Most Influential Nike Sponsored Athletes on Social". Nike uses influential athletes or artists to inspire a target audience. In this instance, soccer fans and Cristiano Ronaldo fanatics of all ages reflect on attention and consumer behavior. Nike also promotes different athletes from different sports, gender, region, age, and customs. Therefore consumers do not start to lose attention and the company becomes a habitation to consumers. Nike does not want to wear out as they come out with different innovative ideas for campaigns for ads, packaging, products, sales, sponsorships, and collaborations. 

Perception 

When consumers judge a Nike running shoe they look at the colors that attract their sight but then they also try on the shoe to feel the comfort of the sole. Therefore we judge on the comfort of the shoe to estimate how fast we will run. As we use color and comfort to base our decisions to purchase running shoes. Nike perceives through a vision in ads when they used the logo "Just do it", as they increase the font of their slogan and bold lettering to catch people's attention. Nike wants people to know if they ever see a bold checkmark or the slogan "Just do It" they know it's the famous footwear manufacturing company, Nike. When we think of Nike colors we think of orange which is a warm color. Warm colors are used to encourage activities and excitement, thus Nike uses colors to create an effect on consumers' liking of the brand or products. Consumers like Nike products because of the way they feel in particular running shoes or sport shoes. When a consumer can try on a product in a Nike Store they are most likely going to end up buying the product if they like the way the products feels.

 Comprehension

The famous Nike slogan "Just do it" is both objective and subjective comprehensive. One of the popular meanings that many believe is that "Just do it" promotes people to stop fearing their abilities to perform but to promote them to perform the task by giving it their all. As "Just do it" was used as an effect of MAO (motivation, ability, and opportunity).