Title: Nike Integrated Marketing Communications Analysis

Contents

1. Background Information

2. Positioning and differentiation—describe how the brand is positioned and differentiated against its competitors.

3. Nike Marketing Channels

4. Relative Weighting and Flighting—analyze the relative weighting of marketing channels for the brand (i.e. what channels are used most frequently, what are the budget implications and so forth?) When is the brand “in-market” with its marketing? When does it come out of market?

5. Digital Integration: Examine how digital marketing is incorporated into the brand’s IMCs strategy.

6. Use of owned media—consider how the brand use its own media (such as its website, a YouTube channel, Twitter/Facebook, direct emails and so forth)

7. Use of Earned Media—how does the brand use public relations to create earned media?

 8. Recommendations

Number of words: 2,686 (8.95 pages)