conduct the research to investigate the integrated marketing communication
impact on consumer behaviour based on telecommunication sector in Pakistan. Integrated
marketing communication involves coordinating the various promotional elements
and other marketing activates that communicate with customers. Consumer
behaviour is a field of study, which witnesses great attention from marketers.
People buy things to satisfy various needs every day and make purchase
decisions which affect not only themselves, but also their families,
environment and most importantly, businesses which they buy the goods from.
Therefore, it is essential to understand the way people buy and reasons for
such purchases (Blythe, 2013).
the past traditional media is used to promote the goods and services of an
organization like (TV, Radio, newspaper and banner etc.). which has minor
effect on consumer behaviour today.in the new are of
globalization improvement in science, economy society, education and
improved technology gives a path to communicate with target customer
effectively and efficiently.
Pakistan integrated marketing communication has become a strategic element to
reach the customers and potential customers so that influence the buying
behaviour of the customers.in competitive environment the, growth and
development of the organizations require the accurate information of the
customers so that to recognize the need, wants and desires of customers. integrated
marketing communication promote the products and services of the organization
with complete messages that are ultimate intend to affect the consumer
behaviour. for preparing an integrated marketing communication programme the
organization must consider the 6M’s (the market, the mission, the message, the media,
the money and measurement).
marketing communication to use creative consistency in integrated ads the
different tools by repeating the headlines, key phrases and images in each
communication, you ensure that prospects and customers receive consistent
messages each time they see one of the elements of the campaign.
Creative consistency helps
reinforce the basic campaign themes by increasing the number of times prospects
see or hear the same message. Creative consistency in your integrated campaigns
can also save you money. By using the same images and adapting the same copy
for different media, you can reduce copy-writing, design and photography costs.
An integrated campaign helps
you provide customers with information in the format they prefer. Consumers and
business customers can specify if they want to receive product information via
email, direct mail, text message or telephone. Integration ensures they receive
the same information in all communications. You can also meet the needs of
customers who search the Internet for product information by integrating your
website design and content with other communications.
To follow Integrated
marketing communication an organization can achieve its communication objective.
communication positive impact on consumer behaviour
Literature review: Marketing
communications is a subset of the overall subject area known as marketing.
Marketing has a marketing mix that is made of price, place, promotion, product
(known as the four P’s), that includes people, processes and physical evidence,
when marketing services (known as the seven P’s). Integrated marketing
communications see the elements of the communications mix ‘integrated’ into a
first formal conceptualization of integrated marketing communication (IMC) was
introduced in North-western University in 1989. According to Schultz and
Kitchen Schultz et al, 1993, this definition was used in a survey conducted in
1991 by North-western University in cooperation with the American Association of
Advertising Agencies (4As) and the Association of National Advertisers in the
United States. The conceptual definition of IMC used in this research was: IMC
is a concept of marketing communications planning that recognizes the added
value of a comprehensive plan that evaluates the strategic roles of a variety of
communications disciplines (for example, general advertising, direct response,
sales promotion, and public relations) and combines these disciplines to
provide clarity, consistency, and maximum communications impact The concept of
IMC first entered the scene as a requirement of marketing communication,
through the text Integrated marketing communication: Pulling it together and
making it work Schultz et al, 2004. Schultz and Schultz defined IMC as “a
strategic business process used to plan, develop, execute, and evaluate, coordinated,
measurable, persuasive brand communication programs over time with customers,
prospects and other targeted external and internal audiences”. Integrated
Marketing Communications (IMC) is a continuously evolving concept that has been
transformed from a “one voice” approach, based on coordination and consistency,
to a more strategic, consumer-centred approach (Kliatchko, 2005).
IMC is considered as a consumer oriented process enhanced by technology
that seeks to create and maintain a strong brand equity through coordination
and synergies of different marketing communication tools and channels (Šeri? et
marketing communication consists on marketing mix elements and promotional mix
tools are following.
Advertising is a broad way of marketing your company, and
you’re appealing to far more people than likely want or need your company’s
offerings. To attract many customer and prospects advertisement message
focus on problem solving and providing benefits.
promotion can also be promoted through discount coupons, loyalty clubs,
membership coupons, incentives, lucrative schemes, attractive packages for
loyal customers, specially designed deals and so on to attract the customer for
short period of time.
Direct marketing enables organizations to communicate
directly with the customers. Various tools for direct marketing are emails,
text messages, catalogues, brochures, promotional letters and so on. Through
direct marketing, messages reach customers directly.
selling is also one of the most effective tools for integrated marketing
communication.it face to face
communication and transaction between the buyer and seller. Personal selling
takes place when marketer or sales representative sells products or services to
Public relation activities help promote a brand
through press releases, news, events, public appearances etc. The role of
public relations officer is to present the organization in the best light.
Sponsorships combine advertising and sales
promotions with public relations. Sponsorships increase awareness of a
company or product, build loyalty with a specific target audience, help
differentiate a product from its competitors, provide merchandising opportunities,
demonstrate commitment to a community or ethnic group.
Social Media Marketing:
The concept of social media marketing
basically refers to the process of promoting business or websites through
social media channels. It is a powerful marketing medium that is defining the
way people are communicating. It is one of the significantly low-cost
promotional methods that provide businesses large numbers of links and huge
amount of traffic.
Internet marketing also referred to as i-marketing,
web-marketing, online-marketing or e-Marketing, is the marketing of products or
services over the Internet.
Mobile Marketing involves communicating with the consumer via
cellular (or mobile) device, either to send a simple marketing message, to
introduce them to a new audience participation-based campaign or to allow them
to visit a mobile website.
Marketing mix are
communicates through its colour, shape, size,
package, label, brand name
Colours can communicate prosperity, fashion etc. There are colours
with festivals and tragedies (marriage, child
birth, death etc.). Climate, age, religion
affects the choice of colours. A marketer
must provide right colour combinations on the package to make it more
attractive and affective.
Price: Is an important element of Marketing
Communication. It plays a communicative
role in integrated marketing communication.
Price communicates about the quality of the product. Generally, it is believed that
higher priced goods are of better quality. It gives greater surety to the
buyers. The buyers buy a higher-priced product keeping in mind the amount of
money he can afford on the item. Some people use price as a symbol of prestige
and buy higher-priced goods. It is a status symbol.
Place: Places plays an important role in Marketing
Communication. From which store
have you bought the goods? It is from Harrods
Macy’s or Nordstrom etc. or Wall Mart? People like to shop from nice places,
suitable locations etc. They like to shop in places which have a big choice and
stores which sell good quality products.
Promotion: A very important tool of communication as has
already been pointed out
that it consists of 4 components, namely
advertising, sales promotion, personal selling and
Consumer behaviour can be defined as decision
making process and physical activities involved in acquiring, evaluating, using
and disposing goods and services. (Matin khan)
Another define the consumer behaviour is the
study of how people makes decisions about what they buy, wants, need , or act
in regards to a product ,service or company.
is not just the buying of goods/services that receives attention in consumer
behaviour but, the process starts much before the goods have been acquired or
bought. A process of buying starts in the minds of the consumer, which leads to
the finding of alternatives between products that can be acquired with their
relative advantages and disadvantages. This leads to internal and external
research. Then follows a process of decision-making for purchase and using the
goods, and then the post-purchase behaviour which is also very important,
because it gives a clue to the marketers whether his product has been a success
or not. Consumer behaviour is influenced by the psychological factors, environment
influences, culture and sub-culture, social groups and personality and self-concept
of the customer or consumer.
integrated marketing communication tools used to influence the consumer
behaviour. organization apply the IMC to
know how the potential customer will respond to the new product and services.
understand the consumer behaviour through IMC it also give clue to organization
the about the psychological association each person respond to marketing
message based on their perception and attitude, when creating the marketing
campaign it appeal the target audience. some persons have different personality
and self- concept to design marketing communication to keep in mind age, gender
and other personal issues. the social group also significant impact on purchase
decision, organization use groups knowledge to design marketing communication
so that attract the potential customers.
Pakistan telecommunication sectors consists on JAZZ and WARID, TELENORr ,ZONG
and UFONE According the Pakistan telecommunication
authority(PTA) Mobilink continues to lead the market with 35.7 million
subscribers ,followed by Telenor 29.3 million, UFONE 23.1 million and ZONG with
15.6 million and WARID telecom with 14.3 million.
2008 Pakistan was the third fastest growing telecommunications market.
telecommunication infrastructure is improving dramatically with foreign and
domestic investment in fixed-line and mobile networks fibre system are being
constructed throughout the country to aid networks growth. According to
available statistics revenue of telecom sector stood at RS454.4 billion in full
financial year of 2015-2016.the revenue will be settled at RS469.8 billion or
RS15.4 billion higher than previous year.