IMPACT OF INTEGRATED MARKETING COMMUNICATION
Code: 797811242019
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Chapter 1-5
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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. Survey method was used in this study. Three
hundred and ninety nine questionnaires were also administered to respondents during this
research. The data collected were analyzed using the chi-square analysis. Research
hypotheses findings reveal that integrated marketing communication is an effective tool for
brand building even during brand transition. The respondents from the sample population
size were randomly selected audience in which it has created a platform for
recommendations to be made. Based on the findings in this research, the researcher
recommends that IMC messages should be carefully put together, in terms of central
theme, media planning and usage. Also, recommended that an integrated marketing
communications should be applied in brand building, a combination of Advertising, Public
relation, direct marketing, event sponsorship, sales promotion and personal selling is
required in brand building.
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. Survey method was used in this study. Three
hundred and ninety nine questionnaires were also administered to respondents during this
research. The data collected were analyzed using the chi-square analysis. Research
hypotheses findings reveal that integrated marketing communication is an effective tool for
brand building even during brand transition. The respondents from the sample population
size were randomly selected audience in which it has created a platform for
recommendations to be made. Based on the findings in this research, the researcher
recommends that IMC messages should be carefully put together, in terms of central
theme, media planning and usage. Also, recommended that an integrated marketing
communications should be applied in brand building, a combination of Advertising, Public
relation, direct marketing, event sponsorship, sales promotion and personal selling is
required in brand building.
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