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Essay text:
Nike increased its visibility through vertical cooperative
advertising; expanding its product line to include apparel, equipment, and accessories,
which led retailers to use the Nike brand to attract customers to their stores. Nike gained
a high level of publicity and increased its appeal to both men and women when it signed
famous athletes like Michael Jordan and Venus Williams (Etzel, Walker, and Stanton).
Further exposure was gained when Nike promoted its brand near major events,
giving the impression that it partly sponsored the events. It also increased its sales
promotion through the sponsorship of sporting events and collegiate teams...
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