Integrated Marketing Communication

This document discusses integrated marketing communication and its role in achieving communication objectives. It explores various marketing channels used by Nike Inc. and evaluates their effectiveness. It also provides a guide to designing communication objectives for an organization and creating a marketing communication plan to meet those objectives.

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.

 It will help to contribute in Nike Inc.'s competitiveness through customer loyalty.
For promoting new products, digital platform helps in reaching the target market as people
nowadays are active on digital media and direct selling through through this medium will help
company to reach customer in short span of time.
Television- This channel helps in communicating the brand to the people in a very
informative form. Attractive advertisement helps in reaching the target market easily as people
tend to search more on the products that has been shown on television ads. Nike Inc. uses this
platform to communicate the people about the advantages of using the product and this channel
also assist the company in convincing the customers to purchase it. Television also helps in
launching the new products to loyal customers as reminder advertising help in retaining the
customers more effectively. Some other benefits of television which help Nike Inc. to capture the
market share are-
 Television advertisements help in attracting the customers emotionally by promoting the
product through a story advertisement.
 It helps in building the brand by creating optimistic approach of the customers towards
the company.
 The vision of the company is easily communicated to the public which helps in achieving
goals of the company by attracting target audience to the product.
Through television, a positive message and information is delivered to the public which helps the
company to fulfil its social responsibility and also assist in attracting the customers emotionally
and rationally (Kumar, 2016).
Social Media- It is one of the most inexpensive form of marketing for the companies.
Digital marketing helps in increasing the business visibility of Nike Inc. which will result in
brand recognition as there are end number of people active on it. Each post on the social media
platform will help Nike Inc. in reaching new customers and helps in increasing potential
customers. Social media marketing includes website, email marketing etc. for communicating the
product to the public. Some of the other advantage of social media marketing are that help in
achieving the organisational objectives are-
 Social media marketing will assist in gaining more opportunities for Nike Inc. in creating
brand awareness and business visibility.

 Through a humanization factor, Nike Inc. will be able to give positive impression on the
minds of people by interacting with customers digitally.
 It will help in demonstrating the passion of the company in public by continuous
customer interaction on social media as there is interpersonal dialogue between company
and consumers to address any question or complaint.
ACTIVITY 2
P2) Design communication objectives for an organisation.
Marketing communication means sharing of any information about the product or service
with reference to the company manufacturing it through different channels like advertisement,
sales promotion, etc. it is an important function because marketing helps in reaching the product
to its potential buyer. It is a strategy which is used by organisations to influence the customers to
purchase the product or service and reach the target market segment. Integrated communication
is a strategy which is used by the companies to provide consistent brand messages to target
customers through various marketing channels like advertisement, sales promotion, etc (Jiawei,
and Guangzhi, 2017).
Purpose of effective integrated marketing communication Attain positive results- Traditionally companies use marketing communication channels
to increase their market efficiency. A general awareness of a product through
advertisement can help the company to generate high profits by increasing their sales. Saves overall cost- Consistency in creativity level of marketing campaigns can help in
saving the cost of the company on marketing a product. By adapting the same image for
different media can help the organisation in reducing the cost of design, copy writing, etc.
the companies use video productions in multimedia like you tube or television which
helps in saving the overall cost for marketing a product and thereby generating profits for
the organisation.
 Aligning with customer preferences- An integrated campaign of marketing help the
customers to receive the information in any format they want. Customers can ask
businesses if they want information via emails, text messages or direct mail. This
integrated marketing strategy ensures that same information is communicated to all the
customers irrespective of their medium of getting information.

Nike Inc. is a leading manufacturer of sports equipments which situated in Beaverton,
Oregon. From the past many years, company is facing severe problems in effectively
communicating the product information to the public. The sudden increase of complaints about
the product has resulted in downfall of profits and sales of the company which has affected the
shareholders, customers and the firm itself. Therefore, Nike Inc. needs an efficient and effective
marketing strategy to retain its existing customers and share in the market. Selecting proper
communication channel to reach large audience may help Nike Inc. to increase its sale and
profits. It will also help in building the trust of the customers by ensuring full customer
satisfaction (Handayani and Asrofah, 2018).
a) Current communication objectives of organisation
Actual objective that has been hold by Nike includes discovering those channels which
improvises marketing communication according to budget this increases visibility of three
collection like Main line, Hand Grade and Shell Cordovan which makes targeting of potential
population possible. Also it makes awareness to increase for Down heel shoes, boots, encourage
consumer towards business, motivating customised for purchasing trade good, daunting client in
subbing goods of other businesses.
Marketing communications objectives -
 To create awareness about trade name form 25% to 45% in 7 months.
 For positioning of footwear product to make it easy accessibility of it to customer within
12 months.
 Repositioning of Nike as a upscale business paper.
 Informing of sales and generation of awareness up to 50% before sales begin.
b) Critical evaluation of organisation's communication objectives
Objective that is being posse by Nike in relation to marketing communication that is
going to assist in positive manner and helps in meeting challenges within competitive situation of
market. This is going to enhance value of organization which helps in creating shoe products and
delivering it as per customer's expectations which makes increase in sales margin. Negative
impact is that it increases spending of organization over communication channels and budget
requirement to be meet in appropriate manner. Organization is required to use television as a
medium to better brand awareness to 50% in order to gain property in marketplace. Direct
marketing should be used that increases availability of product which makes competitory edge to

be achieved. Applying of Social media marketing helps in boosting sales margin through making
acceleration over awareness among individual (Hafedh and Razak, 2019).
P3) Justification for the selection and integration of communication channels
Channels of communication provides medium that makes relevancy in information by
delivering customer that creates awareness and promotes through product and brand. Various
kinds of customer creates awareness and makes promotion of both brand and product possible.
Different kinds of communication channels that is being used by Nike includes television, email
and digital media is helpful in making trade name cognizance possible. Advertisement from TV,
email and digital media offer for reaching better accessibility over large amount of user. Also
helps in developing interaction in moderate mode by which clear and better information is
processed within competitive marketplace. It is even more useful while advancing sales and
profit as while developing suitable communication that improvise brand suitability and capital of
business. There are certain drawback of communication channels that are it increases cost of
production for Nike which lead to price war. In addition to this direct marketing is an essential
mode of interaction under which loyal and potential customer base is developed with
effectiveness. Social media is useful for making communication by making customer wider
across world. It plays vital role while attracting more of customer's but along with this there is a
threat of privacy and security issues. The usage of television advertisement foster the sales and
profitability of business and also able to attract more of customer's sight. On the other hand it is
quite expensive process thus in this business has maintain certain balance about funding while
performing advertising.
Among different communication channels, social media is most effective and suitable
that provides amended use of contents and also involves brand image that makes content to be
more interesting and eye catching. Advertising and regular positioning of matter on social media
makes better platforms for Nike that makes interaction with clients and customers with familiar
grounds this makes brand recognition possible. Today majority of population is on social media
which makes it more popular medium for an organization to increase sales and profits of Nike.
Social media is required as lot of monetary resources is being compared over conventional
marketing system by use of channels that has been mentioned to Nike.

P4) Marketing communication plan to efficaciously meet communication objectives
Marketing communication plan has been making scheme that is utilized for ratting
targeting customers close to audiences over goods and services. In this plan incorporation and
communication mix makes identification over various ways which makes promotion of product
that has been targeting audiences within strategy (Ganjre, 2019). Main goals and objective of
marketing communication plan is that it has been identifying profile audiences and makes
development message through identifying messenger that makes delivering of message which
targets audience. Makes communication effective and objective Nike which has to be achieved
through marketing communication plan explained as follows:
Marketing communication plan
Utilizing marketing plan that has been made by Nike which helps in proper integration of
communication channels achieve overall objective of marketing and business that has been set
by an organization. Various level of marketing in its plan has been explained as below:
Illustration 1: Integrated marketing communications plan
(Source: integrated marketing communication plan)
Situational analysis- This is essential for making analysis of both internal as well as external
environment that has been helping an organization to make understanding of organization

capabilities, consumers and business environment. In order to make proper analysis of prevailing
situation of Nike SWOT analysis is required for it.
SWOT analysis
It is used to analyse all the detailed information about business and furthermore it is as
explained below as:
Strengths Weakness
 Strength of Nike is that it makes
development and execution of best
promotional programme which makes
communication of brand features
possible(Ferreira and Fino, 2020). This
helps in targeting customers in easy and
better manner.
 Effectiveness of advertising agency and
various other promotional facilitator
has been providing strength to Nike.
Makes it get known within market and
to its customers.
 Continuous invention and committees
makes easier to be properly
communicated Nike to its customers in
effective manner.
 Higher competition from recognised
brands such as woodland, Nike, Adidas
etc. This impact sales and promotion of
Nike within market to be impacted in
negative manner.
 Not much innovation is being compared
over big shoe brands and its retail
merchant shops for decent arrangement
of goods. This makes expansion of Nike
to be impacted.
 Quality and services provided by
organization is appreciated by customer
since very long time. This makes Nike
to struggle in forming customer base.
Opportunities Threats
 High brand conscious of youth wanting
over wearing brand shoes. This makes
youth to be attracted towards brand in
better manner.
 Using search engine, e-commerce
provides opportunities to make
 World economic system rescission and
Brexit impacts growth of an
organization in a way that changes in
strategy of government results in
making market image to be disturbed.
 Higher competition from online

expansion in international market. It
increase global marketing strategy to be
formed and achieved success at global
level.
platform services . This makes Nike to
struggle in maintaining stability within
market.
 Changed preference of customers and
lifestyle cut down attraction for
traditional shoes. It directly impacts
sales and profits within market.
That is why it can be said that having opportunities for using communication channels
over attracting customers and makes business expansion possible through operations. Nike has
been plaining to launch new Ankle boot that positively impacts brand image and productivity.
Marketing Communication objectives
Main motive of marketing communication which makes communicating of ideas for
targeting marketplace to pull much customers which is for goods or services. Nike is putative
manufacturer as well as merchant in London and across England. An organization has exported
its goods to different countries such as Australia, South Africa, Argentina and USA that buy still
and UK is still its principal market. That is why main aim of Nike for marketing communication
plan is to make proper communication through which product and brand name is there.
Marketing communication objective of Nike is to develop brand and goods awareness to make
brand-new ankle shoe that is leading to make accomplishment of business target such as:
 To addition level of brand awareness from 20% to 50% with maximum part of world in
10 months.
 It increases productiveness and gross sales by 18% in coming years.
 Improving of marketing communication and promoting scheme has to addition
profitableness level of Nike.
Marketing communication strategies- In this business has target specialised market
with the support of communication channel. In thus the business must have make sure that
adequate content is transferred that make easy for customer's to connect. In this different modes
is used such as relation marketing, word of mouth, paid advertisement, internet marketing and
many others as well (Esparza-Martínez and Gómez-Meza, 2017). Nike has worked with the aim
to develop more awareness in competitive market by making more market share. Thus company

is using internet marketing in order to promote and advertise its goods and services with support
of social media platform and own website. It is the most attractive way from which larger
amount of customer's attraction is grabbed in support of new ankle shoes.
Marketing communication mix- It has been setting five tools of business that has been
used by an business organization that makes communication with customised, partners and
shareholders. There is different element of marketing mix that has been used by Nike for creating
awareness that has been explained as below: Advertising- Under this paid promotion of product, services or thought has to be known
that has been making advertising through agency. Advertisement can be done with
support of various ways such as television, radio, magazines, newspaper, billboards,
online channel, etc. Using of online advertising has made Nike to reach ample quantities
of group and has to create awareness about its trade name new products. Public relations- In this factors aims at structure up strong relation with customers of
targeting consumers with another stakeholders. This involves maintaining of bang-up
relationship with media house in order to make promotion of its goods by displaying
favourable news about brand and its goods. Cooperatives and media person has been
supply atmosphere of harmony to Nike for making positive image of brand that has been
ensuring to gain better market for its new ankle shoe. sales promotion- Under this short term incentive is being offered by an organization
which makes more customers to be attracted for product. Establishing better brand
awareness and grab more customers by using discount and coupon that has to be made by
Nike for ensuring customers to make purchase of product possible (Daghman, 2018). Personal selling- Representing a process in which sales squad of organization deals with
direct consumer and making face to face interaction. Nike also using personal selling as it
provides better manner to build relationship with customized that makes better way
through interaction over awareness about brand and its product that has been launched by
Nike.
 Direct marketing- This has been involving targeted messaging which has been sent over
having various prospect with listing of customer or constrictive magnitude of consumer
has to be attracted them for buying goods that makes them cognizant about goosd or new
offered services. Nike use of emails, newsletters, snail mail, telephone communicate with

customers about its brand or product with its most prospect or potential customers about
new shoes.
Scheduling and budgeting- It involves transcription, dominant and optimizing piece of
work that has been decently allocating and executing programme on time. Proper scheduling of
Nike which make sure that affectivity of communication scheme and provides maximum number
of customers to be enhanced with scope of brand awareness. Following budget is being prepared
by Nike to meet objectives by using money in effective way and time specified.
Budget
Implementation, monitoring and control- Success of plan is dependent upon how it is
being applied and implemented. If these are not there then targets cannot be achieved in a
project. Proper monitoring and controlling process is provided with ongoing and systematic
information about plan makes strengthening in implementation of project which has been
endured in timely manner to achieve targets and objectives. In order to make implementation of
marketing communication plan, effective monitoring and controlling technique has to be used by
Nike. This has been collecting information on periodic basis with management cycle for ensuring
to make action of impersonal which makes brand awareness that increases profit of new ankle
shoe (Arifin and Gemiharto, 2017).
P5) Critical evaluation of marketing communication plan in relation to communication strategy,
channel choice and creative content
Nike has been introducted new ankle show that has been increasing sales and creating
image of brand in more effective manner. For such purpose only detail integration of marketing
communication plan that has been made by Nike for achieving of goals and targets that has been

making targets to be achieved. Various communication strategies has been analysed by Nike for
selecting of most suitable that has been preferred. Channel has also been selected for making
creative content that has been targetting audiences. Communication strategy and creative content
of Nike that has been analysing evaluating effectiveness and success of marketing
communication plan.
Communication strategy has been included with all activities that has been conducted for
making better promotion and creating awareness about product that includes all activities which
has to be conducted for making better promotion and creating awareness about any product for
grabbing attention of customers. Various marketing communication strategies has been including
direct marketing, digital marketing, personal marketing and many others as well. All these
strategies has been making use by Nike as it providing coverage to wider area and provides easy
assess that makes reaching to large number of customers across world. Using of social media is
useful for Nike that has been providing easy and instant delivery of message and information
which provides more effective interesting way of communication. This makes consciousness of
new ankle shoes that has been used by internet or digital marketing that is most suited and cost
trenchant way of communicating with customised and stakeholders.
Using social media and other digital marketing technique helps in building loyalty within
customers and has been creating reputation that makes digital marketing techniques to build
customer loyalty and form an reputation that has been making easy engaging by using content
marketing tactics. It also helps in tracking of measurable use of web calculus and metric tools
has provided all message that is available about customers which has been using website to see
products and respond to advertising. In internet marketing tools skills and talent is required as
knowledge about all techniques has to be kept up to date. Internet marketing has been making
effectiveness and is suitable for Nike for promoting of product and creating awareness about
brand that should be timely up to dated the content on website and this makes taking care of
security and privacy issues of customer that is related to online payment (Albinsson and et. al.,
2020).
Use of online or offline channels that has been made by an organization makes
communication with customers this makes brand awareness to be achieved and publicity of
goods. Offline communication channel consist of TV, radio, print publication, magazines,
newspaper and journals. In online communication channel has been using social media, webinar,

videos, blogs, group, conferences etc. Nike has been using online communication channel that
has been proven to be effective which has been providing instant information to customers and
has been providing wider sections of customers to be use of a combination to both online and
offline communication channel which helps in gaining of better and effective results. Content of
online website of Nike has been effective in providing relevant information about brand product.
Utilizing of image makes customers attention to be gained for new ankle shoes. Many online
videos and other animation techniques and pictures has been used for making long lasting impact
on mind of customers. Online channel is there to provide advantage to Nike for making
packaging of good and brand that lack face to face interaction and connect through directing
marketing only.
It is summarised that marketing communication plan of Nike has been helping in
achieving of goals and objectives on time. It creates high level of brand awareness and sales is
being promoted for new ankle shoes (Tang and Huang, 2016).
CONCLUSION
From the above report it can be concluded that integrated marketing communication
provides compatibility and skilfulness for marketing strategy with other techniques to be used.
IMC helps in making facilitation of time that makes goals and objectives to be achieved which
creates awareness in customers regarding about brand and its production in an organization. It
makes sales to be enhanced. Different kinds of marketing channels has been explained like
like direct marketing and digital marketing. Digital marketing is being used for making
approaches and doing customization with efficiency of cost. Also IMC plan includes different
stages related to communication and marketing mix with budget controlling. This has been
covered within the file. Further SWOT analysis is been done over different situation existing
within an organization. This has made sure strength and weaknesses of an organization is
covered under the analysis. Then marketing communication mix is been explained in relation to
five components which helps in building of better public relations. Schedule and budgeting is to
ensure execution is done in proper manner and for this purpose only plan is prepared. In the end
controlling and monitoring techniques is been provided that makes detection of flaws and factors
impacting growth of organization. In order to take action upon them for making accomplishment
of task in proper manner possible.

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