Integrated marketing communication is relatively a newly developed term referring to the fusion of conventional and modern marketing communication techniques. The roles of integrated marketing communications are to increase brand awareness and reach a larger audience. Devising Alternates – The strategies of integrated communication for marketing can be changed and altered when there is a need to replace the unsuccessful elements and features from the plan. Marketing communication especially integrated marketing communication is not merely an advertising approach rather it is a managed and planned strategic tool for the businesses that can bring the business successful brand identity and brand equity. The company along with the strong presence over all the social media including youtube, Facebook, twitter and other’ s has its own social netrking site known as Nike+. Most marketing coordinators need a bachelor’s degree in marketing, event planning or a related field, but generally need less experience than other positions in the integrated marketing field.

The evaluation of effectiveness of the communication tactics and tools before and after the execution of the plan enables the marketing experts to do the following; Eliminating the costly mistakes – If the communication plan struggles to achieve the set objectives the marketing managers need to redevise the plan by eliminating the costly features that could not hit the target. Integrated marketing communications is an approach to promoting a message through multiple strategies that work together and reinforce one another. Integrated Marketing Communication in Nike. Launching brands as endorsement to sports celebrities such as Michael Jordan, Michael Johnson and tiger woods cultivated a positive image of the brand among the customers and celebrities as well as top and successful brand in the sports products industry. To discuss marketing, marketing communication, integrated marketing communication and OOH advertising media from a theoretical perspective, in order to identify and apply the key IMC principles that should guide the planning of OOH advertising media as part of an overall IMC campaign. Integrated marketing communication refers to integrating all the methods of brand promotion to promote a particular product or service among target customers.

Marketing is an integral part of every organization and the term marketing communications was initially seen to be a managerial task. Transformational advertising help differentiating the product when the consumers are suggested the types of enjoyable experiences they might have using the advertised products and services being advertised (Belch & Belch, 2012.

Establishing brand equity demands for products and brands that are well –known and have favorable, strong and unique associations in consumers’ minds (Keller, 2008). In integrated marketing communication, all aspects of marketing communication work together for increased sales and maximum cost effectiveness. Hundreds of sponsorships has been signed with the universities, sports clubs and international sports teams that enabled the company to get its logo emblazoned on the uniforms of the players so that Nike is visible to every viewer of sports considering each of them as a potential customer. The objectives of implementation of integrated marketing communication techniques are to ultimately increase the profit- margin of the business by reaching the maximum customers effectively. Such approach basically aims at attaining the required synergy for a successful product communication campaign. Integrated marketing communications (IMC) is the coordination and integration of all marketing communications tools, avenues, and sources in a company into a seamless program designed to maximize the impact on customers and other stakeholders. The underpinning feature behind the success of integrated marketing communication is that it incorporates the best of both the traditional and modern communication techniques.

External integrated marketing communication refers to the outsourcing of marketing or public relations companies by the businesses to market their products and services. It is “The concept and process of strategically managed, audience-focused, channel-centered, and result-driven brand communication overtime” according to the definition given to integrated marketing communication by Jerry Kliatchco.

For instance, Nike’s video featuring Ronaldinho received twenty million likes in 2006 (Wasserman, 2006).

Impact of influencers on customer behavior in the luxury market and the rise of micro-influencers, “Factors leading towards successful marketing: A study of Wilkinson Sword’s shaving products”, The Foreign Exchange Market and International Parity Conditions, Marketing and PR Campbell’s Soup Case Study, Kemp House, 160 City Road, London, EC1V 2NX, UNITED KINGDOM. For instance, a company might be promoting a new product through various media such as print, social media, web along with others.

Copyright 2003-2019 | Academic Master is a trading name of HighEnd Technologies LTD. Every essay on this website is copyrighted by Academic Master. Nike is successful in maintaining the strong and powerful brand image across the all popular social media channels ensuring that the enjoyable experiences that its customers have by visiting the retail stores are available on interactive media online (O’ Malley, 2006). 2.1. Through integrated marketing communication Nike developed and sustained its brand equity in the market as the leader of the industry. It rather can be taken as a whole business process by looking into the external, internal, horizontal and vertical integrated marketing communication categories. Internal integrated marketing communication refers a development of healthy response of employees towards the new products and services so that a premature leakage of the product details is gained and potential customers are excited about the new products before their launch into the market. (Coucha, 2011). The company is among the firsts to assess the potential of engaging the customers through viral video channel Youtube.

Some of the activities that demonstrate Nike’s integrated marketing communication approach are as below; Nike for all its marketing strategies has been working with an American Advertising agency named Weiden and Kennedy famous as W&K for a couple of decades passed and the strong and healthy business relationship between the companies contributed to the success of both.

The marketing communication with an integrated approach builds a high-profile for the brand that contributes to the esteem of the business. Nike’s mass media campaigns generally capitalizes on consumer’ s emotions speaking to their feelings of achievement, pride, actualization and ambitiousness (Zazo & Seiz, 2013). Integrated Marketing Communication: A Business Process. Executive Summary This marketing plan is based on a company “Wilkinson Sword” who produce razors and other shaving products for men and women across Europe. Integrated marketing communications are strategic tools that not only bring long-run effective results for the companies but also enable the companies to build a healthy relationship with the customers that ultimately turn into brand loyalty.

By doing so brand creates positive image of the products and feelings for it that ultimately result in brand loyalty (Keller, 2008). The marketing team of Nike constantly looks for the touch points by which they can engage the customers communicate with them directly.

Nike throws heavy sponsorship programs and celebrity endorsements to project its products, drive awareness and gain popularity and positive image in the audiences.

Since the integrated marketing communication techniques have been incepted they have been found to be the most reliable and mode of communicating the message of the businesses to target audiences. Through sponsorships and celebrity appearances Nike gives an impression of link between its products and the success of the celebrities (Johnson, 2013). Belch a& Belch (2012) suggest that marketing experts of a company should evaluate and monitor the activities of integrated marketing communication process and execution in order to determine the effective factors and areas of improvement through the process (Belch & Belch, 2012). Don Schultz (2004) defines integrated marketing communication as “integrated marketing communication is a strategic business process used to plan, execute and develop, evaluate measurable, coordinated, persuasive brand communication programs over time with customers’ consumers, prospects, employees, associates, and other targeted relevant external and internal audiences.