IMC assignment

Nguyen The Nam

All of the elements of the IMC campaign:

1. Digital Media is content that has been digitized and can be sent over the internet or computer

networks. Text, music, video, and images can all be used in this way. This includes news from a

TV network, newspaper, magazine, or other source that is delivered on a Web site or blog.

2. Advertising is a form of promotion that seeks to promote a product or service to a specific

audience. It usually appears on Television, magazines and newspapers.

3. Personal Selling is the process of a salesman learning about a prospective client's requirements

and attempting to meet those needs by providing the consumer the chance to purchase

something of value, such as an item or service.

4. Sale Promotion is a marketing technique in which a company uses short-term campaigns to

generate interest in a product, service, or other offer. It involves Coupons, deals, sample,

premiums, etc.

5. The process of establishing a positive image and developing good connections between an

organization and the public communities, groups, and individuals it serves is known as public

relations.

6. Direct marketing is a type of offer communication in which businesses interact directly with a

pre-selected client and provide a way for them to respond. Direct mail and catalogues are

commonly utilized.
 Nike – ‘’Breaking2’’

Nike live broadcast their effort to run a marathon in under two hours as part of their marketing

campaign for their new shoe, the Zoom Vaporfly Elite. Nike had utilized digital media, advertising and

public relations to promoting their new product.

In term of digital media, Nike’s marathon was streamed online on Facebook and Twitter, with the

behind-the-scenes images posted on Instagram. Moreover, Nike had a strong public relation, therefore

the hashtag #Breaking2 was used to make it simple for people to follow along. Nike also created a

commercial for their ‘’Breaking2’’ on television, which related to the element of IMC - Advertising.

According to Digital Marketing, Nike had 584,000 social media mentions a week following the campaign,

and their hashtag was used over 400,000 times, with 87 percent of comments being positive and a

stunning 2 trillion impressions.

Here is Nike- ‘’breaking2’’ commercial:

https://www.ispot.tv/ad/wowh/nike-breaking2-featuring-eliud-kipchoge
Even though, the campaign was a success of Nike, there could be some potential issues that Nike had to

deal with. The campaign was mostly done on media like Facebook, Instagram and Twitter, which means

people who were less likely to use media, would not be able to receive the idea of Nike. In order to solve

this problem, Nike should use Direct Marketing which is seeding mails to people directly. This solution

would engage more individuals who did not use media, to participate in.
Citations:

Rogers, C. (2018, June 29). Nike on how setting An 'audacious goal' helped the brand work
differently. Marketing Week. https://www.marketingweek.com/nike-breaking2/.

Integrated marketing: 7 successful campaigns through the DECADES: DMI. Digital Marketing
Institute. (n.d.). https://digitalmarketinginstitute.com/blog/integrated-marketing-7-
successful-campaigns-through-the-decades.