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impact of intergrated marketing communication (inc)
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- Contributor: mr-chris
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- Case No: 529174pw
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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. Survey method was used in this study. Three hundred and ninety nine questionnaires were also adminis
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CHAPTER ONE - [ Total Page(s): 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 ... Continue Reading
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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. Survey method was used in this study. Three hundred and ninety nine questionnaires were also adminis
... Continue Reading
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