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Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy - Essay Example

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Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy

However, with the incorporation of IMC, the marketers have perceived that an effective strategy relies on the integration of messages into various media. Nowadays, online marketing has been widely used by marketing teams due to the consumers’ demand for technology. Traditional media such as newspaper and magazine have low market share and audience reach when compared to interactive media. Thus, the advertisers rely mostly in online advertisements to reach diversified users as part of the company’s marketing goals. This paper analyzes the advertising strategy of Nike Incorporated in the IMC perspective. It examines the alignment of marketing goals to the marketing strategies of the company that aim to satisfy the consumers with their products and services. Furthermore, this will entail the method of measuring the effectiveness of advertising and the level of customer’s satisfaction. Organizational Background Nike is a Greek goddess that signifies victory. Indeed, the brand name is known for its high quality products in the area of sports. Before Nike originated, the business name was Blue Ribbon Sports which was established by American manufacturers in January 25, 1964. Nike is focused on marketing the sports categories including apparel, equipment, footwear, and accessory products. It has been associated with different trademarks such as Nike Golf, Nike Pro, Nike+, Air Jordan, and Nike Skateboarding, plus the brand extensions like Converse and Cole Haan. Moreover, Nike is known for the swoosh sign or the wing of Greek goddess where its name derived. The “Just do it” advertising slogan adds to the popularity of Nike in the sports section (Deng, 2009, p. 102). Media Plan Advertising Strategy Nike is known globally due to its marketing strategies in broadcast and print, and the recent innovation that enables to reach wide audience is the internet. Nike aims to “sell a global brand through marketing that appeals to local taste (Goldman & Papson, 1998, p. 4). That’s why, they have unified slogan, themes, and advertising message. Furthermore, to become the leading manufacturer of sports products, Nike envisions itself to carry the legacy of innovative thinking through creative modification of the message and services (Nike, 2011). For an instance, Nike has recognized of the male superiority imposed by the brand image of Nike; hence, they reach women’s athletes to erase the negative identification by creating fashionable footwear and using advertising to convey their message. Due to the successful assimilation of Nike’s slogan, it aims to continue the “Just Do It” principle into “Just Done It” which signifies the purpose of this company to persuade consumers. To sustain its brand image as the leading sportswear manufacturer, Nike advertises its products through partnership with the sports icons such as Michael Jordan, Tiger Woods, Lance Armstrong, and Lebron James that represent strength and determination. Nike communicates their message in TV commercials by using humor that appeals to consumers. In addition, sports magazines are ideal tools for Nike, since they have a specific target audience. Few examples are Runners World, Backpacker, and Midwest living. The low cost advertising strategy is outdoor advertising where Nike utilizes billboards located in a traffic area and bus stops. Moreover, the most innovative approach to consumers is interactive marketing wherein Nike ...Show more


Incorporating Integrated Marketing Communication to Value Customers Satisfaction Introduction With the emergence of new media technology, companies have utilized the coordination of traditional media and interactive media in their marketing campaign. The integration of different media approach is called integrated marketing communications (IMC)…
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Integrated Marketing Communication (IMC) and Customer Satisfaction Strategy essay example
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