Integrated Marketing Communications Approach to Corporate Image Management in the Information Age

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1 International Journal of Management Sciences Vol. 4, No. 2, 2014, Marketing Communications Approach to Corporate Image Management in the Information Age Ezeudu Ikenna Jude 1 Abstract As we round off the first decade of this millennium, many things are still new to business managers in third world countries and Nigeria in particular: World Wide Web (WWW), electronic mailing, improved Information Technology (IT).Highly advanced aggressive advertising campaign, systematized public relations strategies, etc. This work examines the place of integrated s, (IMC) in today s globalized world. It recommends among others, the training of IMC directors in the application of ICTs for effective achievement of set goals. This is inevitable if they must cope in this era of ICT boom. Keywords: Corporate Firms, Advertising, integrated Communication, services, promotion 1. Introduction Marketing Communications (IMC) has become a lexicon of business s the world over (Amujo, 2000). Marketing Communications in Nigeria has over-grown mere informative system of advertising except in some areas where traditional advertising is practiced.traditional advertising is obviously simple while the modern Communications is complex and sophisticated (Ogbodoh, 1990). Okigbo (1992) argues that adve-+rtising practice in Nigeria has taken these forms: Simple display of red flag along bamboo pole to announce the availability of medical facilities. Sonorous songs to broadcast that food is ready. Announcement of new moons with its obvious implication of, festivities and rituals. Traditional ceremonies (e.g. puberty rites) that have implications for death, marriage, war, commerce, etc. Indigenous advertisement involves minimal cost, planning, little skill and limited channels, which perform the basic functions of advertising. But due to vast changes being experienced in the world today, it will be justifiably idea to step up with the moving train of modern integrated. Thus, it takes training and education in public relations,, advertising, business psychology and practiced through the aid of the computer, internet and information technology. Currently, even in rural areas, advertising and product promotion has passed this stage. There are some advertisers, field marketers or personal selling agents who are quickly embracing change. They are involved in, information and entertainment at the same time. They use entertainment to attract buyers who are informed in the process thus igniting their buying urge. Some authors call it information (Information and entertainment). Examples are the papa Ajasco dancers, masked selling agents, etc. 1 Ph.D, Department of Banking and Finance College of Management Sciences Michael Okpara University of Agriculture, Umudike, Abia State, Nigeria 2014 Research Academy of Social Sciences 53

2 2. Review of Related Literature E. I. Jude Meaning of Communications (IMC) s is a combination of public relations and advertising synergies for the purpose of promoting and enhancing effective dissemination of corporate to the public s of a company (Amujo, 2000). Organizational ideas or corporate/institutional concerns cannot succeed in stormy situations where there are sporadic discordant slogans and inherent changes. Okigbo (195), quoting Reitman, said all elements of integrated s should reinforce the same conditionality; the same creative direction and more importantly, the same strategic direction. The primary concern of IMC is to ensure effective management of other functions i.e. personal selling, public relations, sales promotion, advertising, tele, direct mail and customers insight, corporate identity strategies, symbols, logos and slogans. This will obviously save the organizations from harsh economic terrain in Nigeria. All these wide range of and informative tools the demand for IMC imperative so as to make co-ordiantion easy ensure that make no factors is neglected, prevent ill-timing in product availability, create consistency and cost effectiveness,. Kotler (1993, p. 591) advocates that if any organization should toe the line of IMC concept, the organization must embrace four basic concepts: 1. Appointing a s director who has overall responsibility for the company s persuasive s efforts. 2. Marking our philosophy of the role and extent to which the different promotional tools are to be used. 3. Keeping track of promotional expenditures by products, promotion, stage of product life cycle, and observed effects, as a basis for improving further use of these tools. 4. Co-ordinating the promotional activities and their timing when major campaigns take place. Kotler (supra) concludes by setting that IMC will produce more consistency in the company s meaning to its buyers and publics. In advertising agency, the American Association of Advertising Agency (1980) cited in Nwosu defines integrated as: a concept of planning that recognizes the added value in a programme, that integrates a variety of strategic disciplines e.g. general advertising, direct response, sales promotion and public relations and combines. These disciplines to provide impact (Nwosu, 1996 p. 204). In consumer product, Myers (1991, pp ) defines integrated s as an idealized world thus a business philosophy the recognizes the added value to synthesizing the s disciplines advertising, public relations, promotion, direct response, etc. Myers (1991), Opines that these channels are optimized by applying consistent, focused and long term efforts which are strategically based and designed to enhance a brand s positioning as well as its imagery. Most corporate bodies do not really understand the concept of IMC this may be the fault of the management or the unskilled nature of its advertising or manager who may feel that there is no need to consult. Amujo (2000), states that one of the reasons why Nigeria s corporate terrain is full of distressed banks, faltering manufacturing industries, hypertensive construction firms and doddering insurance companies, is lack of adoption and implementation of integrated s. Marketing Communication as an Approach to Corporate Image Management serves as an approach to corporate image management in uplifting the company image, product image support distribution and creates conviction for the acceptance of the product price by target market (Uturu, 1998). It is one activity in which has been found useful both in public and private sector, profit and non-profit organizations. 54

3 International Journal of Management Sciences From the above definition, integrated is seen a planned action aimed at achieving certain objectives which includes making the company and its product acceptable to the target audience. It means then that a company s name, image, trade relationship and quality standard have a lot to do with the consumers perception of its product in relation to do with the consumers perception of its product in relation to other competing brands. Once a company commands a favourable image, it is likely to rub-off on its product and this situation will last as long as its promise of satisfaction matches with its product performance. Under this integrate and coordinate its many s channels of mass media advertising, personal selling, sales promotion, public relations, direct, packaging and other. This has become imperative if a company aims at to delivering clear, consistent and compelling message about the organization and its products (Nwosu, 1996, p. 29). IMC can wrap s around customers and help them move through the various stages of their buying process. The organization simultaneously consolidates its image, develops a dialogue and nurtures its relationship with its customers. The relationship promotes a bond of loyalty with customers that can protect them from the inevitable onslaught of competition. The ability to keep a customer for life is a powerful competitive advantage. Key Components of IMC There are some functional areas of s tools available to business organizations. Kotler and Armstrong (1996, p. 481), identify mass media advertising, personal selling, sales promotion, public relations, direct, package and others as the key tools. Chisnall (1975, p. 181), roots for media advertising, public relations, selling, merchandizing and package. Nwosu (1996. P. 29), identifies the key integrated s tools as advertising, personal selling, sales promotion, publicity and public relations, direct, event, direct response, direct media buying and brokerage, media review write ups, promotions, planning, inhouse AD/PR services, corporate s corporate advertising, trade promotions, consumers insight, graphic designing and creativity, sixth sense, applications or strategic vision. And so on. Implication of IMC to Business Prosperity Although IMC requires a lot of effort, it delivers many benefits. It can create competitive advantage, and boost sales and profits, while saving time, money and stress. IMC can wrap s around customers and help them move through the various stages of their buying process. The organization simultaneously consolidates its mage. Develops a dialogue and nurtures its relationship with its customers. This relationship cements a bond of loyalty with customers that can protect them from the inevitable onslaught of competition. The ability to keep a customer for life is a powerful competitive advantage. IMC also increases profits through increased effectiveness. At its most basic level, a unified message has more impact than a disjoined myriad of messages. So IMC can boost sales by stretching messages across several s tools to create more avenues for customers to become aware. 3. Methodology The survey method was employed to generate primary data. The survey designs comprised of forty (40) respondents were selected through Random Sampling techniques. The questionnaires were distributed to the selected staff of those corporate firms. Out of forty (40) questionnaires distributed, only 30 were filled and sent back. The methods of data analysis adopted in this study were descriptive statistics, simple percentage and five point s likert scale. 4. Discussion of Results Discussion of results deals with the interpretation and analysis of the data generated. 55

4 E. I. Jude Q1. Does integrated s gives corporate firms competitive advantage gives corporate firms competitive advantage Table 1: Statistics boost sales and profit saves time money and stress develops a dialogue and natures its relationship with its customers can wrap around customers and help them move through the various stages of the process Valid N Missing Source: field survey, 2014 The table above shows 70% of the respondents strongly agreed that the integrated, gives corporate firms competitive advantage. While 20% of the respondents ordinarily agreed on the same issue. Whereas 10% of the respondents were undecided. Q2. Does integrated boosts sales and profit Table 2: Marketing Communications Gives Corporate Firms Competitive Advantage Valid Strongly agree Agree undecided Source: field survey, 2014 The table above manifests that the 80% of the respondents strongly agree and 10% ordinarily agree that the integrated boosts sales and profit 10% of the respondents were undecided Q3. Does integrated saves time, money and stress? Table 3: Marketing Communication Saves time Money and Stress Valid Strongly agree Agree undecided Total Source: Field survey, 2014 The table above shows that 60% of respondents strongly agree that the integrated saves time, money and stress for corporate firms. While 30% of the respondents ordinarily agree and 10% of the respondents were undecided 56

5 International Journal of Management Sciences Q4. develops a dialogue and natures its relationship with its customers Table 4: Marketing Communication Develops a Dialogue and Natures its Relationship with its Customers Valid Strongly agree Agree Total Source: field survey, 2014 The table above shows that 90% of the respondents strongly agree that integrated develops a dialogue and natures its relationship with its customers. Whereas 10% of the respondents ordinarily agree that the integrated develops a dialogue and natures its customers. Q 5: can wrap s around customs and help them move through the various stages of the process. Table 5: Marketing Communication Can Wrap Communication Around Customers and Help Them Move Through the Various Stages of The Process Valid Strongly agree Agree undecided Total Source: Field survey, 2014 The table above shows that 50% of the respondents strongly agree that integrated can wrap s around customers and help them move through the various stages of the process. While 30% of the respondents ordinarily agree whereas, 20% of the respondents were undecided aroused and, ultimately make a purchase. IMC also makes messages more consistent and therefore more credible. This reduces risk in the mind of the buyer and, in turn, shortens the search process and helps to dictate the outcome of brand comparisons. Finally, IMC saves money, as it eliminates duplications in areas such as graphics and photography since they can be shared and used in, say, advertising, exhibitions and sales literature. Agency fees are reduced by using a single agency for all s. And even if there are several agencies, Time is saved when meetings bring all the agencies together for briefings, creative sessions, or tactical or strategic planning. This reduces work load and subsequent stress levels. 5. Conclusion and Recommendations IMC directors should be up to-dates in Information Technology. This will aid them in handling various functions stipulated for the smooth running of their organizations. IMC directors should know that for their organization to survive this hot competitive Nigerian market and make profit, they should adopt a model of IMC that will be unique and very functional in their organization. This will involve efficient blending of corporate or institutional advertising with product or service advertising. 57

6 E. I. Jude An organization should bear a unified corporate image and identify all the newsletters, bulletin, fact sheets, journals, letter head, Logo emblems, symbols, banners and insignia, even memos, etc. the organization s press packs flyers, brochure, biro, calendar, annual report and accounts books, direct mails, receipts, invoices, sales letter needs, luncheon voucher, among others will bear this corporate identity. With all these intact, the organization will join the list of currently leading brands in Nigeria who are applying integrated strategy. References Amujo P. C. (2000) : A panacea for corporate business survival in Nigeria. Public Relations Journal 2 April, 29. Chisnall, P. M. (1975) Communication strategy; Marketing a behavioural analysis. London: McGraw-Hill Publishers. Ezeudu, I. J. (2004). Marketing Management, Enugu: Standard Chartered Publishers. Kotler, (P. (1993), Marketing Management: Analysis, planning, implementation and Control (7 th ed). New Deihi: Prentice-hall of India. Kotler, P and Armstrong G. (196). Principles of Marketing (7 th ed.) New jersey: Prentice Hall, Inc. Nwosu, I. E. (1996). Mass Media and s: principles, perspectives and practices. Enugu: Though Communications Ogbodoh, T. (1990). Advertising development in Nigeria. APCON News Vol. May, pp Okigbo, C. (1992). Advertising and public relations. APCON News Vol. 2 July May. Pp Okigbo C. (1995). : The public relations factor. APCON News Vol. 3 September, pp Osagie, P. (1996), Communication. Newsletter of and public relations vol. 4 October December, p. 2. Sissors, J. (1991).. Illinois: University Illinois Uturu, C. O. (1998). Principles of. Nkpor: Baset Publishing and Printing. 58