ABSTRACT

The need for an organization to properly coordinate its marketing communication strategies to achieve a clear, consistent and competitive message about itself and its product has become issue of concern to every result driven firm. Integrated marketing communication "IMC) has not been given adequate attention. Many companies and marketing practitioners have not embraced the concept of IMC, instead, they embarked on disjointed communication activities which present inconsistent product message and image thereby creating confusion among the target audience. As a result of this, some well researched product launched into the market die at the introductory stage. This study is aimed at examining the effects of integrated marketing communication (IMC) on the adoption of Hypo Bleach in Aba metropolis, Abia State. The broad objective of the study is to determine the synergetic effects of integrated marketing commynication in driving adoption of a product. The spec j/Ic objectives are. () to determine the level ofAdoption of Hypo bleach by the consumers. ') to examine the determinants of product adoption . (iii) to ascertain the effect of integration of oral and visual communication on consumers' attitude towards new product adoption. (iv) to ascertain the relationship between 1MG and the adoption of product. To achieve the stated objectives, a sample of 297 respondents were was drawn through random sampling and multi-stage techniques (complex form of cluster sampling, which involves dividing the population into groups, then one or more clusters are chosen at random). Data analyses were done using simple descriptive statistics, Probit regression and correlation models. Findings show that the firm studied is fully aware of the concept of Integrated Marketing Communications. This awareness is largely due to the benefits associated with the application of 1MG. Responses and analysis on the level of adoption of Hypo bleach by consumers also show a high level of adoption of Hypo bleach. This high level of adoption of Hypo bleach is attributed to aggressive marketing activities and integrated marketing xiv communication. Application of IMC is very vital and this calls for a firm advertising agency to display a sense of creativity, professionalism and conunitnient to the client promotional objectives. Product affordability, quality, friends and family influence, packaging size, promotion, brand name, and product availability are all significant factors affecting the adoption of new products. Price was also a signflcant factor influencing adoption of hypo bleach. It is recomniended that companies need to properly integrate their marketing communications agencies; advertising media and Public Relations firms with one another in order to ensure clarity of messages, consistency, credibility and a highly competitive message across to target audience as this will positively influence consumers' attitude to the new product. However, if a firm cannot do this, then ills advisable that such a firm should use single medium for its marketing communication messages.