A company must be concerned about the creation of communication harmony. Nike uses the slogan "Just Do It." Consumers see this brand positioning in many of the advertisements, sales promotions, & public relations. This message is consistently used in all of its promotional efforts. From this information, you can infer that Nike was trying to take advantage of .

Integrated marketing communications.

Explanation:

Integrated marketing communication is a technique used by companies to create a linked form of communications and messages. Talking in simple terms, integrated marketing communications help firms to integrate their all promotional tools and ensure that all tools work in harmony with each other.

Nike is an example of a company using the technique of integrated marketing communications.

By using the slogan 'Just do it' in all of their promotional tools, the company is ensuring harmony in all of its tools.

Therefore, integrated marketing communications is the correct answer.

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