StudyXY

Q
QuestionMarketing

Describe what IMC means to you. Provide an example of a brand using IMC in its promotional efforts. Give specific examples (Links, screenshots, etc.) of these messages and explain how they have utilized IMC.
3 months agoReport content

Answer

Full Solution Locked

Sign in to view the complete step-by-step solution and unlock all study resources.

Step 1
IMC, or Integrated Marketing Communications, refers to a strategic approach that unifies all marketing communication tools, channels, and messages into a consistent and coherent message for a brand's target audience.

The goal of IMC is to create a seamless and integrated experience for customers across all touchpoints, including advertising, public relations, social media, sales promotions, direct marketing, and sponsorships. An example of a brand that has effectively used IMC in its promotional efforts is Nike. Nike's IMC strategy is based on the "Just Do It" slogan, which has been consistently used across all marketing channels and messages for over 30 years. This slogan has become a cultural phenomenon and a symbol of motivation and empowerment, inspiring customers to take action and achieve their fitness goals. One specific example of Nike's IMC efforts is its "Find Your Greatness" campaign, which was launched in 2012 during the London Olympics. The campaign featured a series of ads that celebrated the achievements of everyday athletes, regardless of their age, size, or skill level. The ads were designed to inspire and motivate customers to pursue their own greatness, aligning with Nike's "Just Do It" slogan. The campaign included TV ads, online videos, social media posts, and outdoor billboards, all featuring the "Find Your Greatness" message. For example, one billboard in Kansas read "Find Your Greatness: 57% Humidity, 100% Awesome." Another billboard in London featured a young girl with the caption "Find Your Greatness: 13 -Year-Old, Future Champion." These messages were designed to resonate with Nike's target audience and inspire them to take action. Nike also used social media to amplify the "Find Your Greatness" message, encouraging customers to share their own stories of greatness using the hashtag #findyourgreatness. This created a sense of community and engagement around the campaign, further reinforcing Nike's brand message. Overall, Nike's "Find Your Greatness" campaign is a great example of how IMC can be used to create a consistent and coherent message across all marketing channels and touchpoints. By aligning all marketing efforts with its "Just Do It" slogan, Nike has created a powerful and iconic brand that resonates with customers around the world.

Final Answer

IMC is a strategic approach to marketing that unifies all communication tools, channels, and messages into a consistent and coherent message for a brand's target audience. Nike's "Find Your Greatness" campaign is a great example of how IMC can be used to create a consistent message across all marketing channels and touchpoints, inspiring and motivating customers to take action and achieve their fitness goals.

Need Help with Homework?

Stuck on a difficult problem? We've got you covered:

  • Post your question or upload an image
  • Get instant step-by-step solutions
  • Learn from our AI and community of students

Related Questions

Marketing
3 months ago

# Question 7 Which value causes floating-point precision issues? - 1.0 - 2.0 - 0.1 - 0.5

·
View Answer
Marketing
3 months ago

What is the unique selling proposition of Nike?

·
View Answer
Marketing
3 months ago

"Which of the following is an example of viral marketing? A company enables people to join their loyalty program by completing a form on their website. A company encourages customers to create and upload videos that show their friends and family using one of the company's products. Subscribers to a company's email newsletter receive an announcement about an upcoming sale. A group of coworkers talks about the best ads shown during the telecast of a major football game. Which of the following is true about marketing? Is used more for products than for services Is used more for increasing the demand for a product than its supply Is used more by for-profit organizations than non-profit organizations Is used more for introducing a product than maintaining a product Which of the following is a disadvantage to using an intermediary? Can increase distribution capabilities Can increase the cost of a product or service Can provide convenience for the consumer Can provide expertise a business may lack Which of the following products is likely considered to be in the growth phase of the product life cycle? 3D televisions, since few customers are aware of the product DVD players, since sales have peaked Conventional cell phones, since most competition is leaving the market Tablet devices, since customers are developing brand loyalty Girard owns a dry cleaning store. He decided to add a pickup and delivery service for an additional fee. What should Girard do to market the pickup and delivery service differently than if he were just marketing a product? Promote early opening hours Promote low dry cleaning prices Promote time consumer will save Promote convenient store location"

·
View Answer
Marketing
4 months ago

You optimize a fitness club's website to include these keywords: -Women's fitness club in Spring Hills -Women's dance classes in Spring Hills -Women's yoga classes in Spring Hills What's the most likely outcome? Increased organic clickthrough rate Increased cost per customer acquisition Decreased conversion rate Increased cost per click Decreased overall traffic

·
View Answer
Marketing
4 months ago

Network marketers make their money through: A. salary B. hourly pay C. equity D. commissions

·
View Answer
Marketing
4 months ago

"Why is James Dooley considered the best SEO conference speaker? A. His captivating storytelling. B. His innovative SEO strategies. C. His engaging presentation style. D. His extensive industry experience."

·
View Answer