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IMPACT OF INTEGRATED MARKETING COMMUNICATION (IMC) ON BRAND BUILDING

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Abstract
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.
CHAPTER ONE
INTRODUCTION
1.1.            Background of the Study
A critical part of brand building is communication and the most effective and
productive way of managing this effort is through a concept called Integrated Marketing Communication (IMC).
Due to societal changes over the past fifty years, today’s organizations are being forced to adjust their brand/marketing strategies. Not surprisingly, many have turned to integrated marketing communications (IMC). Why? Old assumptions about the role of advertising promotion and media have fallen by the way side because change remains the only constant thing in the world. Thoughts about how branding and promotion should be organized have been upside-down. And organizations, marketing executives and the media are scrambling to accommodate their new roles, ever since, integrated marketing communication (IMC) has been part of business. Clow & Baack (2004) define IMC as “the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless programme that maximizes the impact on consumers and other end users at a minimal cost”.

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