1.Discuss the role of integrated marketing communications in the marketing program for an athletic shoe and apparel company such as Nike. Discuss how Nike uses the various IMC tools to market its shoes and apparel and has become the market leader in this space.
2.Why have companies such as Nike become involved in brand activism campaigns that focus on social issues? Discuss the pros and cons of brand activism.
3.Evaluate Nike decision to run the “Dream Crazy” ad featuring Colin Kaepernick. Why was the company willing to take the risk of becoming involved with this protest movement and running this controversial ad? What factors might Nike have considered in making the decision to run this ad?
4.Do you agree or disagree with Nike’s decision to run the “Dream Crazy” ad featuring Kaepernick? You should use data in the case and exhibits as input for your decision.
5.How can Nike assess the outcomes and return-on-investment from the campaign featuring Kaepernick? You should use the information in the case and exhibits in making this assessment. Do you think Nike is likely to make such a controversial move in the future? Why or why not?
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