Nike’s ‘Just Do It’ campaign has evolved to feature athletes of all backgrounds across global markets. Which IMC goal does this illustrate?

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BlackTom AI · Accepted Answer

The question asks which IMC (Integrated Marketing Communications) goal is illustrated by Nike’s Just Do It evolution to feature athletes from diverse backgrounds across global markets.
First, we acknowledge the given correct option: Multi-segment targeting through message adaptation. This reflects tailoring messages to different market segments or cultural groups, so the brand can resonate with a broad, worldwide audience while maintaining a cohesive campaign core.
Consider why this would be the best fit: Nike aims to connect with consumers from varied demographics by adjusting creatives, spokespeople, and narratives to reflect local cultures and sports landscapes. This approach aligns with IMC goals that emphasize audience-specific messaging rather than a one-size-fits-all communication.
Now, even without other concrete options listed, we can reason about typical IMC goals and why they would be less appropriate here. A) Single-market focus would imply a uniform message for one market only, which contradicts the global, diverse casting described. B) Message standardization across all markets would mean the same creative everywhere, also at odds with tailoring for different backgrounds. C) Product-centric goals without audience segmentation would ignore the cultural adaptation evident in the campaign. D) Street-level activation or short-term emphasis would focus on tactics rather than strategic alignment across markets and audiences. Each of these would fail to capture the described strategy of adapting messages to multiple segments globally.
In summary, the campaign exemplifies segment-aware communications where messages are adapted to fit diverse audiences while preserving the overarching brand theme, which is the essence of multi-segment targeting through message adaptation.

FA25-BL-BUS-M370-11927 Practice Final Exam

Nike’s ‘Just Do It’ campaign has evolved to feature athletes of all backgrounds across global markets. Which IMC goal does this illustrate?

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