Integrated marketing communications






Integrated marketing communications is an approach to  combine a range of  promotional strategies to provide clarity, consistency and maximum communication impact to the audience. Nike has adopted; advertising, e-marketing and publicity strategies to build recognition to their brand.

To advertise the campaign Nike's marketing manager organised to air the ad during the coverage of the NBA all star game. Print ads were frequently used in newspapers, including the New York times and Chicago Tribune. Black and black Equality merchandise was produced to expand the promotion through public awareness and recognition of the campaign. The merchandise was T-shirts and shoes from Nike's annual black history month. E-marketing has been implemented with encouraging the public to get involved and create social media filters. This expands advert9sing whilst expanding the target market to younger ages on social media networks, such as snapchat, integrating publicity, advertising and e-marketing into the promotional mix. Involving celebrities into the campaign has provided a public attraction through idolising Nike's brand to be associated with professional athletes such as LeBron James and Serena Williams.


In today’s society, social media has the ability to slam brands with negative comments or ratings from unhappy consumers. Social media is highly respected by the public, therefore bad publicity can be extremely damaging to a brand. Nike has unfortunately endured negative feedback from their equality campaign. Viewers have accused Nike of having double standards by saying that factories where workers are producing the sporting goods, are 'sweatshops' and working for 'low wages'. This is seen to be ironic from the ad that is heavily promoting 'equality' as having no boundaries.

Overall the effectiveness of Nike's 'equality' campaign is based on the public opinion. Twitter and Facebook comments regarding the campaign have proven to be both sided however, they both are tackling with the concern of political issues taking over brands as a way to compete globally. The flip side to this is that the new campaign adds depth and meaning to Nike, uncovering the importance of social concerns worldwide. The success of campaign has created diversity from countless discussion regarding the issues raised by Nike. This can mean that the marketing strategies undertaken by Nike has been successfully implemented and beneficial to the promotion of the campaign.





Bibliography 

MMC Learning. (2015, January 11th). Intergraded Marketing Communications. Retrieved from
          http://multimediamarketing.com/mkc/marketingcommunications/

 Daily mail. (2017, February 14th). Hypocritical' Nike is slammed for politically correct ad which promotes diversity    
          despite claims that the firm mistreats its workers in poor countries. Retrieved from             
          http://www.dailymail.co.uk/news/article-4220316/Nike-slammed-hypocritical-equality-ad.html

 Schultz, E.J. (2017, February 12th). See Nike's stirring 'Equality' ad from the grammy's. Retrieved from
          http://adage.com/article/see-the-spot/nike-s-equality-ad-air-grammy-s/307957/

 Nike news. (2017, February 12th). Nike uses power of sport to stand up for equality. [image]. Retrieved from

           http://news.nike.com/news/equality


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