Exploring the Impact of Integrated Marketing Communications on Branding and Advertising Effectiveness
Divyanshu Brijendra Singh1, Amaan Zubair Khan2, Aditya Ratnesh Pandey3, Anant Manish Singh4, Maroof Rehan Siddiqui5
1Divyanshu Brijendra Singh, Department of Computer Engineering, Thakur College of Engineering and Technology, Mumbai, India.
2Amaan Zubair Khan, Department of Computer Engineering, Thakur College of Engineering and Technology, Mumbai, India.
3Aditya Ratnesh Pandey, Department of Computer Engineering, Thakur College of Engineering and Technology, Mumbai, India.
4Anant Manish Singh, Department of Computer Engineering, Thakur College of Engineering and Technology, Mumbai, India.
5Maroof Rehan Siddiqui, Department of Computer Engineering, Thakur College of Engineering and Technology, Mumbai, India.
Manuscript received on 05 April 2022 | Revised Manuscript received on 12 April 2022 | Manuscript Accepted on 15 May 2022 | Manuscript published on 30 May 2022 | PP: 72-76 | Volume-2 Issue-1, May 2022 | Retrieval Number: 100.1/ijef.I170510090524 | DOI : 10.54105/ijef.I1705.02010522
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© The Authors. Published by Lattice Science Publication (LSP). This is an open-access article under the CC-BY-NC-ND license (http://creativecommons.org/licenses/by-nc-nd/4.0/)
Abstract: Integrated marketing is a strategic approach used to deliver integration messages to their target audience and combines various communication media in today’s contexts in the psychological space of channels more and market messages hit the customers to create buzz with their customers. Critical Importance for Marketing (IMC ) Integration has emerged as an important strategy in branding and advertising, transforming how companies interact with their target audience. This abstract explores the importance of IMC in branding visibility, trust and engagement through concerted promotional efforts across communication channels The effectiveness of IMC strategies in purchasing, such as increasing brand awareness, customer satisfaction, has been investigated generating and increasing purchase intent. It examines how IMC enables cohesive communication campaigns that amplify brand messages and facilitate memorable brand experiences for consumers. Furthermore, the paper explores the role of IMC in brand loyalty and customer relationships by providing personalized and relevant information across multiple touchpoints. It includes the importance of measuring the impact of IMC efforts through key performance indicators (KPIs) such as brand recall, customer engagement and sales conversion rates.
Keywords: Integrated Marketing Communications (IMC), Consumer Engagement, Personalization in Marketing, Brand Loyalty, Target Audience Analysis, Multichannel Marketing, Campaign Effectiveness, Customer Relationship Management (CRM).
Scope of the Article: Economics