Nike use pop up banners

I've become a bit of a follower of the Chosen campaign, I really enjoy the IMC strategies Nike have been using to reach their target market, its outside the square and has a brilliant resonance with the market. Whilst looking further into the campaign I discovered that Nike have been using pop up banners on sites the target audience are likely to visit such as fuel TV, who are a station who focus solely on action sports and have a reach of 626,000 ppl per week. http://www.foxsports.com.au/fueltv

How effective pop up banners are remain to be seen, given technology that allows for consumers to block this form of advertising.

Belch, Belch, Kerr and Powell. 2009. Advertising and Promotion: An integrated marketing communication perspective. K, Fairfax (eds). Mcgraw- Hill Australia PTY LTD.