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Nigeria Journal of Management Sciences (NJMS), Benue State University

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Integrated Marketing Communication Program And Brand Performance In The Nigerian Telecommunications Industry

Dr. Egwuenu, A. S and Aliku, I. Harold
Delta State University, Asaba Campus Department of Business Management and Marketing Faculty of Management Sciences, Delta State University, Asaba Campus, Nigeria. asnaventures@yahoo.com +2348037165140

Abstract

Several years ago the theory and practices of business communication where discussed without considering the idea of integration as a realistic approach to reach a competitive planned position for the company. This study focuses on the impact of Integrated Marketing Communication program on brand performance in the Nigerian Telecommunications Industry. A cross-sectional survey research design method was employed. The sample objects were 130 staff and customers of the Nigerian Telecommunications Industry. A 16-item validated structured questionnaire served as the research instrument. The findings of the study revealed that there is a significant positive relationship between variety of media, synergy of multiple media, integrated marketing communication message, channel planning and brand performance. It was concluded that variety of media influence brand performance. It will increase the capability of promoting organizations towards the development of alternative ways to communicate with target audience. It will help organization to maximize returns on their investments. The study recommends that Nigeria Telecommunications Firms should employ the advantages of media integration in each medium to enhance the contributions of all other media, and also that the used of synergy is greater than the sum total of their individual effects. Finally, the study has contributed to knowledge by provided a communication planning that recognizes the added value of comprehensive plan in evaluating the strategic roles of a variety of communication disciplines.

Keywords: Integrated Marketing Communication Programs, Brand Performance, Variety of Media, Synergy of Multiple Media, Integrated Marketing Communication Message.

To get access to the full text of this article: Faculty of Management Sciences, Benue State University, Makurdi, Nigeria.

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