IMPACT OF INTEGRATED MARKETING COMMUNICATIONS ON COMPANIES’ SALES PERFORMANCE

ABSTRACT

The Integrated Marketing Communications (IMC) concept has been largely regarded as an important marketing management issue. This is because to survive in the competitive marketing environment of today many companies try to adopt IMC to improve the management and integration of the marketing communication programmes. But the term and concept of IMC is so recent and “modern” that it is not known and accepted by all which can explain the lack of a generally accepted definition and common understanding of the whole concept. While some marketing managers are aware that marketing communications is an important resource of their business performance, others are very ignorant of the efficacy and prospects inherent in its application for effective business performance. This study therefore examined the relationship between Integrated Marketing Communications and companies’ sales and profits; examined the IMC tools commonly used by the selected companies under study in boosting their sales performance; established how Integrated Marketing Communications save time, money and stress. The study has a population of 210 staff of the selected companies, out of which a sample size of 100 top management officers was determined using the purposive sampling technique. The top management staff and middle managers were used because they have the adequate and relevant knowledge of the subject matter. The study made use of primary and secondary data. A total number of 100 copies of the questionnaire were distributed while 91 copies were collected. The survey/interview research design was adopted for the study. The result of the analysis