A STUDY OF INTEGRATED MARKETING COMMUNICATIONS ASSOCIATED WITH BUSINESS PLANNING FOR THE ORGANIZATION

Abstract

Defining the research problem was crucial in defining the quality of the answers in the final chapter of the study, and determines the exact research method used. The study used a sample research question as- “in what ways would effective marketing communications influence the performance and profitability of an organization”.

The main objective of the research process was to discover the effects and implications of integrated marketing communications adopted by an organization to maximize profit. The essence was to investigate the impact IMC components on the performance of firms in business planning and strategic marketing. The study developed the determinant variables based on the following specific objectives. 1. To identify the components of integrated marketing communications, 2. To evaluate the impact of using tools of IMCs, 3. To evaluate the performance of each of the components. The selection of a suitable Sample Size from the population was paramount to the achievement of the set objectives under study. It was the realistic thing to do under the many constraints and limitations. The final sample size is almost always a matter of judgment as well as of calculation. A critical aspect of integrated marketing communication, according to the respondents, provided a competitive advantage for the organization. The causal-effects of integrated marketing communication was to create a potent relationship that sought to heighten the customers’ needs over all others, that built satisfaction and thus a mutual benefit for all en sundry. Some respondents even attributed these to the consistency of the messages adopted for use within the entire process of integrated marketing communication. One of the most important aspects of a solid business plan is marketing communications. That integrated marketing communications was composed of content addressing the expectations of the various factors of production using the best combination of tools and marketing mixes. An organization ought to articulately reach customers through a comprehensive plan using the right message via appropriate media channels. This was the ingredient to drive the success of the business transaction.