ABSTRACT The need for an organization to properly coordinate its marketing communications strategies to achieve a clear, consistent and competitive message about itself and its product has become issue of concern to every result driven firm. The study is aimed at examining the impact of integrated marketing communication on consumers†patronage of Nigerian beverage products. The objectives of this research among others are to (i) establish the level of understanding and the use of IMC by Nigerian beverage communications institutions. (ii) Find out whether the use of IMC can bring about profitable long term customer relationship (iii) determine if optimal use of IMC can make a product compete effectively thereby recording a good consumers patronage, and (iv) ascertain whether proper implementation of IMC programmes can help reduce a firm†cost of marketing communications. This research adopted a survey method with four hypotheses and structured questionnaires distributed among sampled respondents, which include those from marketing communication organizations, beverage producers and consumers of the products in the South Western part of Nigeria. To ensure reliability of this instrument, a test-retest was carried out within one and half month interval. The result yielded 0.88and Cronbach alpha of 0.76.The face and content validity of this instrument were ensured. The divergent validity of â€"0.62 and convergent validity of 0.82were revealed. In analyzing the data, the researcher used suitable test statistics, correlation and Kruskal Wallis one-way analysis where appropriate. Findings show that respondents appreciate the inherent benefits that the use of IMC will bring over its non-use (the traditional approach). Such benefits according to findings include cost savings; effective and efficient marketing communication messages, sustained long term client-customer relationships, better consumer patronage, amongst others. Mere implementation of different combination of marketing communication tools together cannot guarantee better results, it is the strategic coordination of marketing communication tools and the media that will facilitate efficient results and help the company influence its perceived brand value in the eyes of its esteemed customers and other stakeholders.
Title Page - - - - - i Declaration . - - - - - . ii Certification - - - - - . iii Dedication - - - - - . iv Acknowledgements - - - - .. v Abstract - - - - - .. viii
CHAPTER ONE 1 1.1 Background to the Study - - - - 1 1.2 Statement of the Research Problem - - - 6 1.3 Objectives of the Study - - - - - . 7 1.4 Research Questions - - - - .. 8 1.5 Statement of Hypotheses - - - .. 9 1.6 Significance of the Study - - - .. 10 1.7 Operationalization of Research Variables - - - 13 1.8 Scope and Delimitations of the Study - - - . 15 1.9 Structure of the Work - - - - 16 1.10 Definition of Key Terms - - - - . 16 References - - - - - 21
CHAPTER TWO: REVIEW OF RELATED LITERATURE 24 2.1 Introduction - - - - .. 24 2.2 Conceptual Framework - - - .. 25 2.3 An Insight into the Understanding of IMC - - . 29 2.4 Integrated Marketing Communication â€" The Definitions and Clarifications - - - - .. 30 2.5 Theoretical Framework - - - - 49 2.6 Tools and Positions of the Marketing Communication Mix - . 53 2.7 Consumer Behaviour and Marketing Communications: The Linkages â€" The Learning Theory - - - .. 69 2.8 Models of Marketing Communication Process - - .. 75 Marketing Communication Mix: - - - 84 2.9 Advertising - - - - 87 2.10 Personal Selling - - - - .. 95 2.11 Sales Promotion - - - - .. 103 2.12 Public Relations and Publicity - - - . 109 2.13 Direct and Interactive Marketing - - - 119 References - - - - - 128
CHAPTER THREE: RESEARCH METHODS. 140 3.1 Introduction - - - - .. 140 3.2 Research Methodology - - - - 140 3.3 Research Design - - - - .. 141 3.4 Population of the Study - - - .. 141 3.5 Determination of Sample Size - - - - - 142 3.6 Sample Frame - - - - .. 147 3.7 Sources of data - - - - . 147 3.8 Methods of Data collection - - - . 147 3.9 Research Instrument - - - - . 148 3.10 Validity of research instrument - - - .. 150 3.11 Reliability of research instrument - - - .. 150 3.12 Method of data analysis - - - - - - .. 151 References - - - - .. 153
