The work of the marketers has never been as challenging as before in today's world where consumers are on a daily basis being inundated with information and new product. It is imperative for one to stand out in the competition in order to have a share of the market pie. Consumer behaviour is dynamic. How then can integrated marketing communication be planned with the understanding of consumer buying behaviour or even perhaps the cultural setting and/or other societal influence in the society to help the marketer better develop the programs and impact purchase decisions? This paper seek to understand the fascinating world of consumer driven IMC
1. THEORETICAL PERSPECTIVE
In a world where products and services are being pushed into the market at the speed of light, it is imperative for marketers to understand what will makes the target segment of consumer tick and thereby creating the need and thus resulting in the action. This section will review the various theoretical definition as a background to the topic in study.
1.2 The Emergence of Integration Marketing Communication (IMC)
Perhaps the following description by Daniel Webster can be used to describe the emergence of IMC
" .When the mariner has been tossed for many days in thick weather, and on an
unknown sea, he naturally avails himself of the first pause in the storm, the earliest
glance of the sun, to take his latititude, and ascertain how far the elements have driven him from his true course. Let us imitate this prudence, and, before we float further on the waves of this debate, refer to the point from which we departed, that we may at least be able to conjecture where we are nowE (cited in Packer. 1979, p 307)
The communication process is still passing through a storm so to say. The
communicator will in a way, develop program that is take from an "inside outE
standpoint while pursuing to create a "one voiceEphenomenon. And at the end of the... [continues]
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