INTEGRATED MARKETING COMMUNICATION AND BRAND ORIENTATION

1.1 Introduction

IMC strategy as a set of processes that include the planning, development, execution, and evaluation of coordinated, measurable, persuasive brand communications programs over time with consumers, customers, prospects, employees, associates, and other targeted, relevant external and internal audiences. Therefore, effective IMC is an integral part of an effective brand equity strategy (Schultz, 2004a). The firm’s marketing communications contribute to brand equity. That is, effective communication enables the formations of brand awareness and a positive brand image (Keller, 2003). Furthermore, effective IMC potentially enhances the effectiveness of the firm’s portfolio of brands, and hence, could positively influence brand equity.

As a prelude to other parts of this study, this chapter will discuss the background upon which this study was initiated, the statement of problems that led to this study, the Aim and Objectives of the study. Others are Significance of the study, Scope of work, Research hypothesis and questions, Limitations of the Study and Definition of technical terms.

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1.2 Background of Study

A critical part of brand building is communication and the most effective and productive way of managing this effort is through a concept called Integrated Marketing Communication (IMC). Due to societal changes over the past fifty years, today’s organizations are being forced to adjust their brand/marketing strategies. Not surprisingly, many have turned to integrated marketing communications (IMC). Why? Old assumptions about the role of advertising promotion and media have fallen by the wayside because change remains the only constant thing in the world. Thoughts about how branding and promotion should be organized have been upside-down. And organizations, marketing executives and the media are scrambling to accommodate their new roles, ever since, integrated marketing communication (IMC) has been part of business. Clow & Baack (2004) define IMC as “the coordination and integration of all marketing communication tools, avenues and sources within a company into a seamless programme that maximizes the impact on consumers and other end users at a minimal cost”.

Arens (2004) defines integrated marketing communications (IMC) as the process of building and reinforcing mutually profitable relationship with employees, customers, other stakeholders, and the general public by developing and coordinating a strategic communications programme that enables them to make constructive contact with the company/brand through a variety of media or other contacts. From the above definitions, it can be deduced that IMC unifies all communication effort from an organization to produce an identifiable source (brand) in the minds of its audience while some observers think that so long as a company is involved in a variety of promotional activities (e.g., advertising sponsorships, public relations etc), it is practicing IMC. But this is not the case using IMC means looking at the whole where there were once only parts. If calls for re-aligning communications and seeing constant flow of information from a single and identifiable source.

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 and Glo may offer the same function as a GSM service provider with similar services to a consumer. Integrated marketing communication (IMC), through sales promotion, appeal and logo (branding) differentiates one product from the other. Therefore, it can be argued that IMC helps create brand awareness and brand loyalty.

Integrated marketing communication encourages brand loyalty and helps nurture good customer/stakeholder relationship with brands Airtel formerly Zain was not the first GSM operator in Nigeria. Through integrated marketing communication, it encouraged and created awareness to its customers about its transition from Zain international to Airtel. This enabled it to retain and add considerably to its market share in the telecommunication industry in Nigeria.

Integrated marketing communication (IMC) builds brand value, preference and loyalty. Airtel, through its exciting advertisements, intuitive sales promotion and public relations have created strong brand awareness in affirming its transition from Zain to Airtel. When people think of GSM in Nigeria today, Airtel will likely come to mind. It has top-of-mind awareness. It is noteworthy that other factor may have contributed to this brands acceptance despite its recent transition. For instance, the fact that it’s one of the fastest growing networks in Africa (especially in Nigeria), and its unalloyed customer relationship and compensation through various promotions and event sponsorship.

Branding Defined

A brand is a distinguishing name or symbol designed or identify a product’s origin differentiate from others or competitors and protest its customers against imitation. Branding builds emotional responses thus, when a brand is thought of, it evokes certain emotions. For example, in the automobile, industry, it can be argued that Ferrari, Mercedes, Benz and Lexus brand evokes prestige in the minds of the users and on the lookers. Consumers are bombarded with variety of products and brands meeting the same need or functions. Branding provides a way for consumers to reduce their decisions to products or services they is relevant or have met their need before.

Therefore, in Nigeria where the research was carried out, the activities that was conducted is to know the Integrated Marketing Communication and Brand Orientation.

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1.3 Statement of Problems

In a recession, some tools of integrated marketing communication (IMC) are the first to feel the burn. Most financial managers believe that integrated marketing communication (IMC) activities cannot be measured in profits; therefore, it is a waste.

With increased competition and saturation in the market, coupled with the growth of other promotional channels such as event sponsorship and advertising, the budget share of other relevant tools of integrated marketing communication (IMC) has continued to dwindle.

Also, some critics believe that integrated marketing communication is not effective in brand building. Ries and Ries (2002) asserts that “advertising (which is one of the tools of IMC) may not be effective in brand building they posit that it lacks credibility to build brands”. This study therefore, intends to evaluate the impact of integrated marketing communication in the branding of Airtel and to measure the effectiveness of that campaign.

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1.4 Aim and Objectives of Study

The aim of the study is to scrutinize the Integrated Marketing Communication and Brand Orientation. In achieving this aim, the following specific objectives were laid out as follows:

1. To explore how much awareness Airtel, has been able to create due to integrated marketing communication (IMC).
2. To examine the public’s perception of the Airtel brand.
3. To explain in what ways, has integrated marketing communication (IMC) been able to impact on people’s attitude towards Airtel.

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1.5 Research Questions

The study came up with research questions so as to be able to ascertain the above stated objectives. The specific research questions for the study are stated below as follows:

• Is integrated marketing communication (IMC) effective in creating brand awareness of Airtel?
• Can a consumer’s exposure to integrated marketing communication (IMC) bring about brand preference?
• Can integrated marketing communication (IMC) help retain brand loyalty despite brand transition?

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1.6 Research Hypothesis

In order to pursue the objective of this study, the following generalized statements have been designed to guide and aids in obtaining the result for the experiment to be conducted. For this work, the null hypothesis will be represented with H0 while the alternative hypothesis will be represented with hypothesis H1.

Hypothesis One

• H0: Integrated marketing communication (IMC) cannot be effective in creating brand awareness of Airtel
• H1: Integrated marketing communication (IMC) is effective in creating brand awareness of Airtel

Hypothesis Two

• H0: A consumer’s exposure to integrated marketing communication IIMC) cannot bring about brand preference
• H2: A consumer’s exposure to integrated marketing communication (IMC) can bring about brand preference

Hypothesis Three

• H0: Integrated marketing communication (IMC) cannot help retain brand loyalty despite brand transition
• H3: Integrated marketing communication (IMC) can help brand loyalty despite brand transition

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1.7 Significance of Study

Integrated marketing communication (IMC) is one of the areas in mass communication in Nigeria. The findings from this study can provide an example of the role played by integrated marketing communication (IMC) in creating brand awareness and identify. It can also add to the literature in the area of integrated marketing communication (IMC) effectiveness in building brands. Integrated marketing communication (IMC) is a major activity in an economic system. This research provides a feedback through which integrated marketing communication (IMC) organization and clients can assess IMC effectiveness.

This study will be of immense benefit to other researchers who intend to know more on this study and can also be used by non-researchers to build more on their research work. This study contributes to knowledge and could serve as a guide for other study.

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1.8 Scope of Study

The study focuses on the Integrated Marketing Communication and Brand Orientation. This research will be restricted to Onitsha, Nnewi and Ihiala in Anambra State, Nigeria. Emphasis is on testing consumer brand awareness and perception as a result of exposure to integrated marketing communication from Airtel formally Zain especially during its brand transition.

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1.9 Limitations of the Study

During the course of this study, many things militated against its completion, some of which are:

1. Time Constraint: The time frame given to accomplish this project was very short due to school academic calendar and it was carried out under pressure which made the researcher not to implement some necessary features.
2. Research material: availability of research material is a major setback to the scope of the study.
3. Frequent power failure: This made the researcher append more money on fuel to ensure sustainable power.
4. Financial Constraint: Insufficient fund tends to impede the efficiency of the researcher in sourcing for the relevant materials, literature or information and in the process of data collection (internet, questionnaire and interview).

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1.10 Definition of Terms

• Impact: The impact of this study refers to any of the consequence of integrated marketing communication IMC on brand building whether intended or not and its effectiveness in terms of its capacity to achieve given objectives, weather this can be attracting larger audience or influencing opinion and behavior
• IMC: in this study, integrated marketing communication IMC was taken to mean a management concept that is designed or fashioned to make all aspect of marketing communication such as advertising, sale promotion, public relations, and direct marketing work together as a unified force, rather than allowing each to work on its own.
• Brand building: in this study brand building was taken to mean a process of convincing your prospective customers to see you as the only provider of solution to their problem through a consistent and effective communication effort.
• Transition: here transition means the period within which Zain changed to Airtel.