Abstract:
The main objective of the study was to determine the message effects of marketing
public communications strategies of Adidas and Nike on recall and brand attitudes.
The study was a descriptive study using a pre-experimental one shot case study
design. The study conducted a survey on 103 respondents from UP and Ateneo.
Respondents were asked to read a collection of published magazine and online
periodical articles and features on Adidas and Nike. After which they were asked to
answer a survey questionnaire. The questionnaire asked them to list down brands,
products and important features they remembered. They were also asked to answer
a 5-point semantic differential scale on brand attitudes towards Adidas and Nike.
The study showed that events, athlete sponsorships, and press releases were the
marketing public relations strategies employed by both brands. The study also
showed that there was a very high rate of brand recall for both brands while Nike
had the advantage on product and feature recall. On brand attitudes, the study
showed that, Nike and Adidas had moderate message effects on brand attitudes in
terms of friendliness, article bias, appeal and interestingness. While Nike also had
moderate message effects for attractiveness, Adidas was shown to have a strong
message effect on brand attitudes in terms of attractiveness. The researcher
recommends that future studies could opt to study the message effects of marketing
public relations in other forms of media such as television and radio.
