...PR Project 2014 I. Client: LeBron James II. Tactics: “Re-Established 2014” Beats by Dre commercial and “LeBron James’ First Home Game” commercial by Sprite a. The first of the two tactics I am covering is the “Re-Established 2014” Beats by Dre Commercial. The significance of this commercial is that it is advertising the new Wireless Beats, but it is telling a story far beyond the product. In my opinion, LeBron James is the product in this commercial and it directly corresponds to LeBron returning back home, not only to Cleveland, but also to his hometown, Akron. The commercial does this in an emotional way as LeBron returns and revisits Akron. It shows him entering his former High School, the basketball court he built, his mother, his old neighborhood, and the court in which he started playing basketball. b. The second tactic I will cover is the “First Home Game” Sprite commercial starring LeBron as well. This commercial also corresponds with LeBron returning home, but it has its own specific message. James makes a major statement throughout the commercial by making the notion that he was driven by his hometown fans more than anyone to return to Cleveland. During the commercial, LeBron states, ““Where does my thirst come from? It comes from here, from these people, because their passion, their love, drives me. They say home is where your heart is. My heart is here, it’s always been. This is my first home game.” What James is saying is that returning home is...
Words: 665 - Pages: 3
...LeBron James LeBron James was born on December 30, 1984, in Akron, Ohio. When he was born his mother (Gloria James) was 16. His father (Anthony McClelland) didn’t want to father Lebron and left Gloria to raise LeBron on her own. Life wasn’t easy, Gloria had many personal problems, most were brought on her when her mother died when LeBron was an infant. Like most city stories with a boy and his mom, Gloria was never able to get a constant job, forcing them to move from apartment to apartment Though the many struggles they faced, Gloria did her best to protect LeBron from violence and poverty. Sometimes she made the choice of dating, like when she dated Eddie Jackson. Eddie was constantly running from the law and when LeBron was 6 in 1990 he was finally sent to jail for cocaine. But even then LeBron was getting used to a man around the home, along with Gloria. So her brothers Terry and Curt were also around quite often. When LeBron was a child he always showed tremendous instincts in basketball, when he was an infant his mom gave him a little basketball hoop that he would spend hours playing with it. He was also most likely to be very tall and strong, due to Gloria’s relatives who were like that. LeBron’s unusual lifestyle came to affect him when he got in elementary school. It was hard for him to find friends due to his home life. He was always interested in doing well in school but studying he found hard. He took out most his emotions in basketball and Football; his...
Words: 1685 - Pages: 7
...There are many interesting tidbits about LeBron James that not all are aware of. For instance, this immensely popular basketball star played football in high school. While primarily known for his skills in basketball, LeBron has a diverse personality that spills over into many different arts and interests. Ohio isn't known for much, but one thing it can boast is that it gave rise to LeBron James. James spent his younger years going to school and playing basketball on his high school basketball team. Impressively, James was able to make it on the team as a starter even in his freshman year. Luck had nothing to do with it, as LeBron went on to claim an inspiring 20 points average per game. Sophomore year of high school was even better for King James, as he ended up obtaining the name "Mr. Basketball" among the state of Ohio after a state victory. LeBron's statistics continued to improve, being bumped up to 25 points each game- something on par with professional athletes in the NBA. Clearly on the road to success, LeBron continued to stay out of trouble and refining his game....
Words: 473 - Pages: 2
...When Lebron James told the world that he was coming home, happiness and pride quickly escalated in the hearts of the Ohioans. They cheered as the king came back to his hometown ready to make history. James gave a short speech to Lee Jenkins who then published his heartwarming thoughts out for the world to hear. James would use rhetorical skills such as climax and repetition, speak in a simple language where everyone can understand, and total honesty to make readers around the nation, especially Ohio, proud to have him. James begins by introducing how much Ohio meant to him. He repeatedly uses the words, “It’s where I” which signifies his memories of what he has done there. He also uses climax as he states each sentence with a more dramatic catch, which grabs the attention of the readers. He his repetition mixed with the climax makes the introduction more appealing. James gives his reasoning for leaving the Cavaliers to join the Heat but he clarifies that he doesn’t regret a thing. He thanks everyone for all the support and truly appreciates his teammates for shaping the way he is for the past four years. James knows that everything will be different but he’s okay with that because he is...
Words: 542 - Pages: 3
...Lebron ames marketing the king first paragraph tells you who you are (who what where when how) 5w’s in case: Who: maverick carter, CEO of LRMR What: which video game endorsement opportunity to choose for LBJ to get him to be a Global Icon and Billionaire: 1. Electronic Arts (EA) 2. 2K Games 3. Microsoft Where: Cleveland When: Late 2008 Why: Move from Goodwin (IMG) to Carter to May 2005 -> Need to prove value of agent How: 1. Partnerships 2. Ownership of brand Criteria for Evaluating Endorsements Criteria EA 2K Microsoft 4.Compensation 1x4=4 3x4=12 2x4=8 1.Time commitment 3 2 1 2.Level of exposure 3=6 2=4 1=2 3.Flexibility/control 1=3 2=6 3=9 Stage of career lifestyle Don’t adjust so that it fits your wants** -if there are numbers in the case you have to do the quantitative case. Total: EA: 16 2K:20 Microsoft:24 After changing the qualitative case it is Total: EA: 16 2K:24 Microsoft:20 -How would you describe the LBJ brand? -What would be your approach to marketing LBJ as Carter? -What are the challenges and risks associated with marketing athletes such as LBJ? Why would LBJ use LRMR? -trust -relationship -ownership: personal input and ability to control his own brand -larger profits for LBJ and equity ownership/profit sharing -carter worked with nike before -emphasis on partnerships vs transactions (eg. Kim kardashian) -focus and dedication to LBJ Cons: -lack of scale, resources and relationships with global companies -business...
Words: 366 - Pages: 2
...“I’ve failed over and over again in my life and that is why I succeeded,” is the quote that I choose to open up my This I Believe essay and now I have branched that out into a digital story. My digital story has the songs “Cinema” and “Gotta Have It” and it is about the struggles that Lebron James had to endure in order to get his championship ring. The theme of my digital story and essay is, in retrospect, failure is success. The style of my essay and digital story is anecdotal. The combination of the theme and style in my essay and digital story is what helps incorporate the “So What?” First, already know that the theme of my essay and digital story is, in retrospect, failure is success but now I have to show you how it shown in my pieces. The theme is shown in my essay by the sentence, “The only way to learn how to ride a bike is to fail multiple times and to learn from your mistakes.” This quote from my essay depicts how the them is shown in it by giving and anecdotal explanation on how no matter how many times you might fail, the information that you gather will help you out in the end. The theme is shown in my digital story from the several pictures of Lebron James training after he lost the NBA finals in 2011 and which lead to winning the finals in 2012 because he learned from his mistakes/ failure and he succeeded. Next, you already know that the theme of my essay and digital story is anecdotal but now I have to show you it is shown in my pieces. A quote from my This...
Words: 468 - Pages: 2
... 1) Which topic have you chosen from the preapproved list? Which two main topics will you compare and contrast? I have to compare two athletes. I will compare and contrast the NBA players, Lebron James and Kobe Bryant. 2) Why have you chosen these two topics? Explain. I’ve chosen to write about Kobe Bryant and Lebron James because I feel that I will get more information about these two NBA players. They are both some well-skilled players that teenagers love even myself. 3) Which pattern of organization do you plan to use in your essay? Why? In the essay the first two will be background information stats. The rest of the essay will be comparing and contrast because you can really see the differences between these two outstanding players. 4) Which criteria do you plan to use in your essay? (AT LEAST FOUR) a. Background Information b. Stats c. Strengths and weaknesses on the court d. Training and work ethnic 5) Below, write a rough draft of your thesis sentence for this essay. Although Kobe and Lebron are different in many ways, they can compare in Stats and greatness. 6) Conduct some preliminary research, and write the Works Cited citations for TWO websites that you could use for this assignment. Lebron became an immediate NBA star player, skipped college school and joined the Cleveland cavaliers straight out of high school. He led the Miami Heat to the championship two times in a row. (www.biography...
Words: 288 - Pages: 2
...Chapter 1: What is Economics? The Economics of the Super Bowl Thinking Critically Questions 1. Why is the Super Bowl such an attraction for advertisers? Advertisers are attracted to the Super Bowl because of the amount of people that watch the game. The big budget commercials are also part of the experience. "According to a survey recently conducted by the Retail Advertising & Marketing Assn., 36.3 percent of consumers will tune in primarily to watch the commercials." 2. What makes this year’s Super Bowl more attractive? The article addresses the fact that the New England Patriots were looking to make history by becoming the first team to go 19-0. Also, there will be more money spent on advertising ads than ever before. 3. What other businesses would you expect to see benefit from the Super Bowl? Businesses that may benefit from the Super Bowl are hotels, restaurants, and local tourist attractions. Also, construction companies due to the improvements that will be made to the stadium and surrounding areas in preparation of the game. Opportunity Cost The question advertisers must ask themselves prior to purchasing advertisement time during the Super Bowl is will the resulting profits exceed the opportunity cost. Advertising during the Super Bowl is a huge opportunity to reach millions of potential buyers. Advertisers must assess their marketing expenditures for Super Bowl advertisements and come to the conclusion that the profit gain will outweigh...
Words: 1500 - Pages: 6
...Michael Jordan vs LeBron James This is one of the most controversial topics in the history of NBA today. I will finally put to rest all of the doubt that Michael Jordan is, was, and will always be the best player ever to play in the NBA. I know I sound bias but everyone in the world is comparing LeBron James to Michael Jordan. There are many similar traits about the two players but there are also many differences. I will cover as many as possible in both areas about both players and once you read the facts you will finally understand why Jordan is the King not James. Michael Jordan started his basketball career when he went to the University of North Carolina. While attending college he won a national championship and cemented that he was a great college player. Jordan was drafted into the League in 1984 and from there the rest is history. Michael Jordan was a Six-time NBA champion (1991-93, 1996-98); NBA MVP (1988, '91, '92, '96, '98); 10-time All-NBA First Team (1987-93, 1996-98); All-NBA Second Team (1985); Defensive Player of the Year (1988); Nine-time All-Defensive First Team (1988-93, 1996-98); Rookie of the Year (1985); 14-time All-Star; All-Star MVP (1988, '96, '98); Two-time Olympic gold medalist (1984, '92). He was also the all-time leader for average points per game with 30.1. LeBron James was drafted into the league straight out of high school in 2004. He has played in the NBA for ten years and for two teams. LeBron is a three-time NBA regular...
Words: 710 - Pages: 3
...Kobe and LeBron are two of the best players in the NBA. They were both blessed with many talents. For many years Kobe and LeBron have sold out every NBA arena. Kobe Bryant’s determination, great footwork, and the ability to score the basketball made him into one of the great players in the league today. LeBron James strength, ability to lead a team, and his ways to change a game made him into a great player. Kobe has a killer jump shot and great post moves to make a defender struggle to guard him. LeBron’s strength makes him a mismatch for anybody to guard him. In the NBA people have a hard time guarding him because he is either too fast or too strong for opposing players. Hard work and dedication pays off so they can become the best players in the game of basketball. First, Kobe’s and LeBron’s high school years were the same. During Kobe’s junior year, averaged 31.1 points, 10.4 rebounds and 5.2 assists and was named,” Pennsylvania Player of the Year.” Colleges called him up to recruit him after his breakout year; but, when Kevin Garnett went in the first round of the 1995 NBA Draft, he began considering going straight to the league. In his senior year of high school, Bryant led the Aces to their first state championship in 53 years. During the run, he averaged 30.8 points, 12 rebounds, 6.5 assists, 4.0 steals, and 3.8 blocked shots in leading his high school to a 31–3 record. He ended his career as Pennsylvania's all-time leading scorer at 2,883 points. LeBron’s junior and...
Words: 362 - Pages: 2
...Carlton Refour 1/11/15 Professor Keyes Personal Finance Discussion Case 1 Page 30 1. If I were serving as the couple’s financial advisor, I would first tell them to think and determine their financial health; Secondly I would tell them to establish their financial goals and know how much they need to save; Third I would advise the couple to map out and brainstorm a plan of action of keeping a budget. Next, I would tell them to install and execute their plan. The last thing for me to tell them would be for them to proofread and make sure their plan is ready to go. These steps are very important because they teach the basic guidelines in setting financial goals which will help Jimmy and Bethany calculate how much money they have and how much they will need to save for future items that intend to purchase. 2. The finance goals that I would determine to be the most important to Jimmy and Bethany are to purchase a house, set up a college fund for their children and start their own business. The least important are to finance a major vacation and to finance a vacation home. It would not be smart to invest in a vacation overseas or a vacation spot especially when you are trying to have children and purchase a home. They will be able to do that further down in life when their money will provide them to do so. 3. The four common concerns that should guide the development of their financial plan are manage the unplanned, accumulate wealth for special expenses...
Words: 560 - Pages: 3
...world champion Stephen Curry without bringing up his rise from an undersized, scrawny point guard to the baby-faced assassin of the Association. And in Kevin Pelton’s excellent article, he does just that, bringing Curry up as one of the prime examples of UPenn Professor Angela Duckworth’s new definition of “grit”: “passion and perseverance for long-term goals.” Indeed, he is deserving of the praise, overcoming the many doubts surrounding him entering the league and inspiring young players, showing them that you don’t need to be a freak athlete along the lines of LeBron James to have success at the highest level. But six-foot-three isn’t exactly short or undersized in the NBA at the point guard position. In fact, according to Draft King,...
Words: 1040 - Pages: 5
...up strong support along the way. Nike products are seen everywhere whether it be the actual product or an advertisement which means Nike is doing something right. Nike as a company is able to hold a strong ethos and a popular warrant in advertising their products. The Nike slogans appeal to a wide audience variety, and Nike’s appeal to one’s emotions through pathos may be the strongest aspect. The Nike Company has proven themselves well over the years with supporters such as Michael Jordan, LeBron James, and Kobe Bryant. All three of those names are applied to highly paid NBA basketball stars that everyone has at least heard of. Having supporters such as famous athletes gives Nike a strong ethos in their campaign because if the highest paid athletes are using Nike products, then the logical thinking is that Nike must be the best. For example, in a television commercial that aired in 2007, Nike gathered a variety of athletes such as Roger Federer, Rafael Nadal, Wayne Rooney, LeBron James and others supporting their product. In this commercial, having those star athletes all supporting and promoting the Nike Company gives Nike an exponentially stronger ethos when advertising to the audience. Plus, the audience will believe a...
Words: 1576 - Pages: 7
...Charles Allen Mrs. Rogers Integrated Marketing 4/11/12 Kobe Vs. LeBron in the Market World Two of the biggest names in the NBA are Kobe Bryant and LeBron James. With both men playing in very lively cities, Los Angeles, California and Miami, Florida both Kobe and LeBron are very marketable players. Seeing them both in the cities on billboards, commercials, or hosting events or charities is very likely. Since both are the league’s biggest names, which one is the most marketable? Taking into consideration that does the most work in the community, commercials, billboards, and media interviews, will measure who is the more marketable player. Kobe and LeBron have been compared time after time, because they are both future hall of famer’s. Both have very respectful spots on Sports Illustrated’s Fortune 50 list. Kobe, was placed at number six with a total of 10 million from endorsements last year. But Kobe being a more “seasoned” veteran than LeBron, has had many endorsement deals. The Bleacherreport.com reports in February of 2001 Kobe signed a deal with McDonald’s for 10 million dollars (http://bleacherreport.com). McDonald’s was promoting a new meal called the Big N’ Tasty and Kobe was the front of it all. Kobe has had video games with Nintendo but he was more loved for his role in the world famous game Call of Duty: Black Ops in 2010. With Black Mamba written on the side of his gun, Kobe has his own featured scene. A very key endorsement for Kobe Bryant was Adidas. This...
Words: 1464 - Pages: 6
...winged goddess of victory, symbolizing ‘honored conquest’ on the battlefield. Their main purpose of creating such mythical products was to help world’s greatest athletes find new levels of achievement, and to also create a new realm of athleticism for average individuals. Nike assures that each customer’s wish, needs, cravings, demands, and desires are taken care of. This guarantees that the customer’s wants are communicated by their willingness to buy their products. Nike’s marketing strategy is one of the main sources of their success. Their idea behind this incredible strategy is to get the best athletes in the world to endorse their product. People all around the world want Michael Jordan’s shoes, the want shoes worn by Tiger Woods, Lebron James, etc… Their store layout, segmentation, and mythical ideas promise customer purchases. The design of the Nike Store exploits usual in-store techniques to increase the chance of customer purchases. Each sport is given its own section, which is organized by product-type and color. It is made to show that there are tiny stores in one larger store. This is also accomplished by the wall and floor color schemes, which also changed depending on the sport shown. Segmentation serves 3 main purposes such as: belief of having different clothing for each sport, creating space that appeals to the imagination, and to create a maze-like atmosphere. These strategies are all intertwined...
Words: 335 - Pages: 2
