-
Impact Of Intergrated Marketing Communication (inc)
CHAPTER ONE -- [Total Page(s) 3]
Page 2 of 3
-
-
-
There is no question that a strong brand is an important corporate
asset. Spaeth (1993) asserts that “Brand equity cannot be measured in
Naira and kobo but rather, it is a direct result of how consumers value a
brand based on their experiences and perceptionsâ€. It is these
experiences and perceptions that permit the brand to earn greater volume
or margins than it could without the brand name. The most basic
function of integrated marketing communication (IMC) is to identify
brands, their sources and products, and differentiates them from others.
For example, Airtel and Glo may offer the same function as a GSM
service provider with similar services to a consumer. Integrated
marketing communication (IMC), through sales promotion, appeal and logo
(branding) differentiates one product from the other. Therefore, it can
be argued that IMC helps create brand awareness and brand loyalty.
Integrated
marketing communication encourages brand loyalty and helps nurture good
customer/stakeholder relationship with brands Airtel formally Zain was
not the first GSM operator in Nigeria. Through integrated marketing
communication, it encouraged and created awareness to its customers
about its transition from Zain international to Airtel. This enabled it
to retain and add considerably to its market share in the
telecommunication industry in Nigeria.
Integrated marketing
communication (IMC) builds brand value, preference and loyalty. Airtel,
through its exciting advertisements, intuitive sales promotion and
public relations have created strong brand awareness in affirming its
transition from Zain to Airtel. When people think of GSM in Nigeria
today, Airtel will likely come to mind. It has top-of-mind awareness. It
is noted worthy that other factor may have contributed to this brands
acceptance despite its recent transition. For instance, the fact that
it’s one of the fastest growing networks in Africa (especially in
Nigeria), and its unalloyed customer relationship and compensation
through various promotions and event sponsorship.
Branding Defined
A
brand is a distinguishing name or symbol designed or identify a
product’s origin differentiate from others or competitors and protest
its customers against imitation. Speath (1993) went on to define
branding as “a process of creating an association between symbol, object
emotion, perception and a product/company with the goal of deriving
loyalty and creating differentiationâ€.
Branding builds emotional
responses thus, when a brand is thought of, it evokes certain emotions.
For example, in the auto-mobile, industry, it can be argued that
Ferrari, Mercedes, Benz and Lexus brand evokes prestige in the minds of
the users and on the lookers.
Consumers are bombarded with variety
of products and brands meeting the same need or functions. Branding
provides a way for consumers to reduce their decisions to products or
services they is relevant or have met their need before.
1.2. Statement of the Problem
With
increased competition and saturation in the market, coupled with the
growth of other promotional channels such as event sponsorship and
advertising, the budget share of other relevant tools of integrated
marketing communication (IMC) has continued to dwindle.
In a
recession, some tools of integrated marketing communication (IMC) are
the first to feel the burn. Most financial managers believe that
integrated marketing communication (IMC) activities cannot be measured
in profits; therefore, it is a waste.
Also, some critics believe
that integrated marketing communication is not effective in brand
building. Ries and Ries (2002) asserts that “advertising (which is one
of the tools of IMC) may not be effective in brand building they posit
that it lacks credibility to build brandsâ€.
This study therefore,
intends to evaluate the impact of integrated marketing communication in
the branding of Airtel and to measure the effectiveness of that
campaign.
13. Objectives of the Study
The objective of this is
to assess how integrated marketing communication has been effective in
branding and transition of Zain to Airtel. The specific objectives are:
1. To explore how much awareness Airte, has been able to create due to integrated marketing communication (IMC).
2. To examine the public’s perception of the Airtel brand.
3.
To explain in what ways, has integrated marketing communication (IMC)
been able to impact on people’s attitude towards Airtel.
CHAPTER ONE -- [Total Page(s) 3]
Page 2 of 3
-
-
ABSRACT - [ Total Page(s): 1 ]This study was informed by the necessity of research in the impact of integrated marketing communication on brand building. A study of the transition of Zain to Airtel. The theory that was used during this research is the learning theory which postulates that exposure of certain models or message to a particular audience which was applied to this study. It was also observed that the audiences of Airtel were able to imitate or act in accordance to the message in which they are exposed to Airtel. ... Continue reading---
