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Nike's Integrated Marketing Tools in Canada Just Do It Integrated Marketing Communication tools refer to integrating various marketing tools such as advertising, online marketing, public relation activities, direct marketing, sales campaigns to promote brands so that similar message reaches a wider audience. The viral marketing through online social media sites like YouTube, Facebook and Twitter has always been Nike's forte. Nike has loyal customers which helps them to build their 'word of mouth' marketing successful along with an international reputation of excellence. In addition, Nike also uses famous sports celebrities in order to emphasize their brand objective and to represent their ideal target audience of the Nike's products. Nike's advertisements have always presented significantly popular personalities from sports background. When these celebrities appear in the advertisement, the target audience perceives that their favorite player or celebrities use Nike's product which prompt them to buy a company's product and to once again, create a word of mouth promotion as their role models or favorite players use Nike too. An Integrated Marketing Communications strategy enhances the effectiveness of the branding strategy to use the right message using the medium to achieve your business goals