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Impact Of Intergrated Marketing Communication (inc)
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1.4. Significance of the Study
Integrated
marketing communication (IMC) is one of the areas in mass-communication
in Nigeria. The findings from this study can provide an example of the
role played by integrated marketing communication (IMC) in creating
brand awareness and identify. It can also add to the literature in the
area of integrated marketing communication (IMC) effectiveness in
building brands.
Integrated marketing communication (IMC) is a major
activity in an economic system. This research provides a feedback
through which integrated marketing communication (IMC) organization and
clients can assess IMC effectiveness.
1.5. Research Questions
In
conducting this research, the following research questions will enable
us provide meaningful answers to the impact of Integrated Marketing
Communication (IMC) on brand building.
1. Is integrated marketing communication (IMC) effective in creating brand awareness of Airtel?
2. Can a consumer’s exposure to integrated marketing communication (IMC) bring about brand preference?
3. Can integrated marketing communication (IMC) help retain brand loyalty despite brand transition?
1.6. Research Hypotheses
H1: Integrated marketing communication (IMC) is effective in creating brand awareness of Airtel?
H0: Integrated marketing communication (IMC) cannot be effective in creating brand awareness of Airtel?
H2: A consumer’s exposure to integrated marketing communication (IMC) can bring about brand preference
H0: A consumer’s exposure to integrated marketing communication IIMC) cannot bring about brand preference?
H3: Integrated marketing communication (IMC) can help brand loyalty despite brand transition?
H0: Integrated marketing communication (IMC) cannot help retain brand loyalty despite brand transition?
1.7. Scope of the Study
This
research will be restricted to Onitsha, Nnewi and Ihiala in Anambra
State, Nigeria. Emphasis is on testing consumer brand awareness and
perception as a result of exposure to integrated marketing communication
from Airtel formally Zain especially during its brand transition.
1.8. Limitation of the Study
As
the researcher carries out this study as a research there are some
vital things which may tend to limit the researcher on the study some of
which are:
Time: Time is a factor which limits an individual to do what you want. The researcher has a lot to carry on with little time.
Finance: During the course of this study, the researcher tends to spend money more than he bargained for at the end of the day.
Information:
At times, the information being disclosed to the researcher is little
or not sufficient-enough and the researcher is to strive and source for
information from all directions.
1.9. Definition of Terms (Operational)
Impact:
The impact of this study refers to any of the consequence of integrated
marketing communication IMC on brand building whether intended or not
and its effectiveness in terms of its capacity to achieve given
objectives, weather this can be attracting larger audience or
influencing opinion and behavior
IMC: in this study, integrated
marketing communication IMC was taken to mean a management concept that
is designed or fashioned to make all aspect of marketing communication
such as advertising, sale promotion, public relations, and direct
marketing work together as a unified force, rather than allowing each to
work on its own.
Brand building: in this study brand building was
taken to mean a process of convincing your prospective customers to see
you as the only provider of solution to their problem through a
consistent and effective communication effort.
Transition: here transition means the period within which Zain changed to Airtel.
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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---
