Integrated Marketing Communication

Integrated Marketing
Communication

Table of Contents
INTRODUCTION...........................................................................................................................3
ACTIVITY 1....................................................................................................................................3
P1) Evaluate various types of marketing channels and how they serve communication
objectives................................................................................................................................3
ACTIVITY 2....................................................................................................................................6
P2) Design communication objectives for an organisation....................................................6
P3) Justification for the selection and integration of communication channels.....................8
P4) Marketing communication plan to efficaciously meet communication objectives.........9
P5) Critical evaluation of marketing communication plan in relation to communication
strategy, channel choice and creative content......................................................................13
CONCLUSION .............................................................................................................................15
REFRENCES ................................................................................................................................16

INTRODUCTION
Integrated marketing communication is the process by which an organization makes sure
that all communication channels is working in proper manner. This process is responsible in
order to make sure that all modes of communication used by an organization seeks and helps in
achieve goals with objectives formed by an organization. Scope of such marketing
communication is wider as they deal with functioning of communication practices. In this file
Nike is that organization that has been taken. Things to be covered within the file various
marketing channels, designing of communication objectives, plan for marketing communication
and in the end critical evaluation of communication strategy has to be done.
ACTIVITY 1
P1) Evaluate various types of marketing channels and how they serve communication objectives.
Marketing channel refers to mediums that are used by the companies to communicate the
product to the customers. Marketing communication are the means through which the
organisation communicates the information and message about the product to its customers. It is
a process by which the product is made aware to the people and they are persuade to buy it.
Overview: Nike is a multinational American company involved in manufacturing as well
as designing of footwear, auxiliary, apparel services and having headquartered in Beaverton,
Oregon in the Portland metropolitan area. Nike is a major manufacturer of sports equipment and
is world's ample provider of athletic shoes. An organisation was established in 1964 by Blue
Ribbon sports and in 1971, it became Nike, Inc. officially( Nema and Kasliwal, 2018).
Different marketing communication channel chosen by Nike:
Nike Inc. promote its products through the sponsorship agreements with different
professional teams and celebrity athletics. Apart from this, it has different communication
channels for promoting its products. Some of them are- Direct Marketing- It refers to the channel through which the product is directly made
available to the consumers from the manufacturer. It is the most traditional form of
marketing but now the meaning of direct marketing has changed. In modern direct
marketing, the product is made available through personal contact, internet sales, party
plan etc. Nike Inc. uses direct selling to promote the product to its target customers.
Salespersons are appointed who directly approach many organisations and people in the

target market like college or universities to communicate directly about product to
develop customer loyalty (Miremadi, Samsami and Qamsari, 2017). Television- It refers to the paid form of advertising scheme which involves promotion
and sale of the product or idea through message which is openly sponsored. Through
television, the company is able to reach large customers in a very short period of time.
Nike Inc. uses television to promote its product by employing celebrities as brand
ambassador to attract more customers. Social Media- The companies are shifting from traditional marketing strategy to modern
strategy which includes social media marketing as it helps in forming a deep connection
with brands. Technology has been playing an important role in today's life so companies
opt social media to create brand awareness of the product. Nike Inc. uses social media to
communicate its product through different celebrities who promote the product on their
account and the company reaches its target market through these celebrities.
Critical evaluation of the selected marketing channels
The marketing communication channel opted by the company helps it to communicate
and aware the public about the existence of the product or service and reaches the target market
through these mediums which eliminate the intermediaries and saves the cost of the company to
reach high profits. Nike Inc. uses direct selling, television, social media, etc. to promote its
product into the market to reach large customers. Following are the evaluation of the marketing
channels that helps in attaining objectives of the organisation-
Direct Selling- This communication channel helps Nike Inc. to promote its product
directly to the target customers. It helps in setting the realistic goal of the company and also
improves the results of sale by reaching the target audience directly (Manoli and Hodgkinson,
2020). The company understands the needs and behaviour of the customer through direct selling
as there is no intermediary involved and the communication channel is direct between Nike Inc.
and customers to achieve its objectives easily. The mediums like mobile, face to face
communication, internet are inexpensive form of direct marketing that helps in promoting the
product for long run. Other benefits of direct selling that may assist the company in achieving the
organisational goals are-
 It will help the company in building the new customer relations with target market.
 It will assist in understanding the customer behaviour in the market.