...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...
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...LeBron Raymone James (/ləˈbrɒn/; born December 30, 1984), nicknamed "King James", is an American professional basketball player for the Miami Heat of the National Basketball Association (NBA). A 6 ft 8 in (2.03 m) small forward, he has been an NBA champion, the NBA Finals MVP, a three-time NBA MVP, and the NBA Rookie of the Year. One of Miami's co-captains along with Dwyane Wade, he is an eight-time NBA All-Star and has earned eight All-NBA honors and four All-Defensive honors. He is also the Cleveland Cavaliers' all-time leading scorer. James played high school basketball at St. Vincent – St. Mary High School in his hometown of Akron, Ohio. A three-time "Mr. Basketball of Ohio", he was highly promoted in the national media as a future NBA superstar. After graduating, he was selected with the first overall pick of the 2003 NBA Draft by the Cleveland Cavaliers. In 2010, he left the Cavaliers for the Heat in a highly publicized free agency period. In 2012, he led Miami to their second NBA title in franchise history, winning his first overall. His career achievements and leadership role during the Heats' 2012 championship run have led a majority of basketball analysts, experts, and writers to consider him the best player in the NBA today.[1][2][3] Off the court, James has accumulated considerable wealth and fame as a result of numerous endorsement contracts. His public life has been the subject of much scrutiny, and he has been ranked as one of America's most disliked and influential...
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...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...
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...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....
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...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...
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...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...
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...other person's life? Maybe or not, but my life was changed by a basketballer, LeBron James. He is like Michael Jordan for many people who love him. He is one of the best basketball player we've ever seen. However, almost nobody likes him for an unknown reason. He played 8 years for Cleveland Cavaliers. He was playing so beautifully in his young ages that he compared with Michael Jordan. Whenever team loses match, everyone blame LeBron James for missing last second clutch shots. He was not ready to taking over the whole team's responsibilities, and his team's members was not prepared enough, too. When the team lost against Boston Celtics in 03-11-2010, criticism over LeBron James was at peak. In the offseason, LeBron James decided to take his talents to South Beach, and joined to Miami Heat. Haters of LeBron came to a climax, but LeBron did not take the notice of them. Miami Heat and LeBron was so adapted each other that they did not lose any game until the Playoffs. They rose to the top, NBA Finals in 2011. Their rival was Dallas Mavericks that did not lost any game also. NBA Finals conqueror was Dallas Mavericks. I got really angry at that situtation. Haters played a jape on Miami Heat, especially LeBron James. But LeBron didn't give up. He started training during the off season with Kevin Durant. He won again fourth Most Valuable Player(MVP) Award in the last five years, and this showed that LeBron James was ready enough to taking over the team's responsibilities. His statistics...
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...Gun Violence and Gun Control The issue of gun control has been debated for a long time, probably ever since they were invented. The gun is a small, rather easy to obtain, weapon that is lethal if used in the right (or wrong) way. This makes the gun an extremely dangerous factor in our lives. If used improperly, a gun could be lethal to not only the target, but the user as well. The availability of guns has sky rocketed in the past decade or so, and the immense population of guns in our society make it a dangerous place to live. Gun violence claims approximately 38,000 lives in the U.S. each year, including 5,000 children and teenagers. In the past few years, many steps have been taken to help reduce the risk of fatal accidents or intentions. One of these steps was the ban of assault weapons. Several years ago, congress passed a landmark bill, banning the sale, manufacture and, importation of semi-automatic assault weapons and large capacity ammunition clips. Due to this ban, the number of crimes traced to assault weapons has decreased almost 20% from 1994 to 1996. This ban was repealed by the House of Representatives. On March 22, 1996 another big legislation in the fight against guns was the Brady bill, which demands a 5 day waiting period for all handgun purchases. These legislation's are somewhat effective and in different ways. The only real way to eliminate most gun violence is to eliminate the availability of guns. Surely making guns illegal would do this but this...
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... 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...
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...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...
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...“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...
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...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...
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...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...
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...1.5 Dropbox –Nike Marketing Analysis MKTG 530 Tori Kern Indiana Wesleyan University 1.5 Dropbox – Nike Marketing Analysis Nike Incorporated is one of the world’s leading innovators in athletic footwear, apparel, equipment and accessories (Nike.com, 2014). Nike will design, develop and market all of the above as well as marketing of apparel with licensed professional and college team logos ("IWU Jackson Library Databases," n.d.). Nike can and will clothe and shoe one’s entire family. Nike Incorporated began in 1968 and is now headquartered out of Beaverton, Oregon. Nike Inc. wholly owns affiliates such as Converse Incorporated, Hurley International, LLC and Nike Golf (Nike, Inc., n.d.). Converse is considered and reported as a separate segment while Hurley and Nike Golf are part of the financial reports for the Nike trademark. There is also the Jordan Brand. The Jordan Brand began in 1997and offers performance and lifestyle products. The Jordan Brand offers premium brand footwear, apparel and accessories inspired by the legend himself, Michael Jordan. The Nike Company has roughly 48,000 employees worldwide and operates in more than 170 countries (Global Data, December 2013). From when Nike began to the current status there are opportunities for Nike to improve on and to achieve goals. There will always be threats against the Nike Company that will try to distract or keep them from achieving goals. For a marketing standpoint it is important to identify those threats...
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...picking 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...
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