International Journal of Applied Services Marketing Perspectives

Volume 1, Number 1, July -September 2012

IMPACT OF INTEGRATED MARKETING COMMUNICATION ON DIFFERENT CUSTOMER

SEGMENTS - EFFECTS ON CONSUMER DECISION MAKING PROCESS
Gagandeep Kaur Nagra1 Sweta Kumari2 R. Gopal3 Pradip Manjrekar4
ABSTRACT
Integrated marketing communication (IMC) is one of the most controversial areas of research, the concept marking a constant
progress from the simple coordinating of promotional tools to a complex strategic process. Further to the evolution of modern
marketing, where IMC has become a major way of achievement the objectives of a company, there is a need to identify
opportunities to increase its impact on consumer of different segments w.r.t. age.
Therefore, it is of interest, the relatively recent approach found in the literature. In this context, this paper intends to clarify
some aspects regarding the effects of IMC on the consumer behavior of different age groups, materialized in the consumer
decision- making process.
A period of this transformation is evident here, documenting the movement by companies and agencies from an emphasis on
stand-alone traditional elements of communication such as advertising for example, to where all elements of communication
or promotion are integrated. Such integration is driven by technological advancement, media fragmentation and competitive
pressures.
The regency of the phenomenon and its widespread global adoption is remarkable and stems from changing practitioner
activities in the late 1980s to its current global status. The development process and the effects of such integration are
discussed here.
KEYWORDS
Integrated Marketing Communications (IMC), Consumer Behavior, and Age Segmentation etc.
INTRODUCTION
Integrated marketing communication (IMC) emerged during the late twentieth century and its importance has been growing ever
since (Grove, Carlson, and Dorsch, 2002; Cornelissen, 2001; Hartley and Pickton, 1999). Owing to the impact of information
technology, changes came about in the domains of marketing and marketing communications which led to the emergence of IMC
(Kitchen et al., 2004a; Phelps and Johnson, 1996; Duncan and Everett, 1993).
The multiplication of media, demassification of consumer markets, and the value of the Internet in today's society are just three of
the areas in which technological innovation has impacted (Pilotta et al., 2004; Peltier, Schibrowsky, and Schultz, 2003; Reid,
2003; Lawrence, Garber, and Dotson, 2002; Fill, 2001; Low, 2000; Hutton, 1996). This in turn left marketers in a challenging and
competitive environment, trying to fulfill customers wants and needs while also developing long-term relationships with them.
IMC can help in creating coordinated and consistent messages across various channels of communication. Furthermore, the
concept is especially valuable in that it places great emphasis on the importance of all stakeholder groups and, in particular, on
customer loyalty, which can only be created through strategic relationship building (Jin, 2003/2004; Cornelissen, 2000; Eagle and
Kitchen, 2000; Pickton and Hartley, 1998; Miller and Rose, 1994).
THE EVOLUTION OF IMC
Integration, the attempt to present a consistent message across the available promotional mix elements has always been important
to successful organizations even during the mid twentieth century.
However, some researchers believe that the concept of IMC can be traced back to the 1970s (Cornelissen and Lock, 2000; van
Riel, 1995). The first study on IMC was conducted by Caywood, Schultz, and Wang (1991b) at the end of the 1980s, while the
first conceptual ideas were published in the book Integrated Marketing Communications by Schultz, Tannenbaum, and
Lauterborn (1993).

Assistant Professor, Padmashree Dr. D. Y. Patil University's, Department

teenalin1@yahoo.com
2
Assistant Professor, Padmashree Dr. D. Y. Patil University's, Department
ksweta20@yahoo.com
3
Director, Padmashree Dr. D. Y. Patil University's, Department of
rgopaldoctor@gmail.com
4
Dean, Padmashree Dr. D. Y. Patil University's, Department of
drpradipm1@gmail.com
Pezzottaite Journals, Jammu & Kashmir, India.

of Business Management, Maharashtra, India,

of Business Management, Maharashtra, India,
Business Management, Maharashtra, India,
Business Management,

Maharashtra, India,

International Journal of Applied Services Marketing Perspectives

Volume 1, Number 1, July -September 2012

IMC advocates believe that its emergence was down to the context of media upheaval of that time, for example, digital TV and
mobile phones, market environments, that is, increasing global competition and rapid technological developments, such as the
personal computer (Kliatchko, 2005; Reid, 2003; Eagle and Kitchen, 2000; Griffin and Pasadeos, 1998; Bruhn, 1997/1998;
Hutton, 1996). Technology can affect IMC from two sides, that is, from the marketing and consumer perspectives (Kitchen et al.,
2004a; Schultz, 1993f). Today, integration is needed owing to globalization and the resulting interdependence between countries
and marketplaces (Kitchen et al., 2004a; Schultz, 1996b). Thus, corporate and brand managers need to coordinate the actions of
their global and even national brand(s) with the aim of integrating elements of promotional mix.
Table-1: IMC Definitions
Author and Year
Caywood, Schultz, and
Wang (1991a) and
Caywood, Schultz, and
Wang (1991b)

Schultz (1991)

Concepts Introduced

Coordination and consistency of messages and communication channels (one sight, one
sound).

Use of a variety of communication disciplines to work in synergy based on a comprehensive

plan.

IMC as a concept.

Inclusion of consumers, prospects.

Behavioral responses.
Nurture relationship and customer loyalty.
IMC as a process.

Duncan and Everett

(1993)

Profitable relationships expanded audience scope from customers to other stakeholders.

Nowak and Phelps

(1994)

Reinforced notions of consistency, coordination, and behavioral response.

Schultz and Schultz

(1998)

Strategic business process.

Expanded notion of brand communication.
Measurability.
Specified the multiple markets more explicitly, inclusive of external and internal audiences.

Schultz (2004b)
and American
Marketing
Association (2007)

Strategic business process.

Extensive brand communication.
Evaluation and measurement.
External and internal stakeholder groups.
Long-term brand value focus.

Kliatchko (2005)

Process and concept.

Audience-focused.
Communication program.
Result-driven.

Source: Adapted from Kliatchko (2005: 21).

As demonstrated in Table 1, during the early 1990s IMC was referred to as the one sight, one sound or one voice or the seamless
marketing communication approach (Beard, 1997; Nowak and Phelps, 1994; Duncan and Everett, 1993). However, the increasing
interest in the subject of IMC led researchers to reevaluate the concept and the buzz words were soon set aside (Grove, Carlson,
and Dorsch, 2002; Lee, 2002; Fill, 2001; Hartley and Pickton, 1999; Phelps and Johnson, 1996). These words only hinted at the
many applications of IMC and, therefore, new concepts were added to the earlier definitions of IMC.
Many researchers have noted that it may not be possible to agree upon a universal IMC definition, given the various
interpretations of IMC and its different values in the academic and commercial spheres (Kliatchko, 2005; Phelps and Johnson,
1996; Stewart, 1996).
A critical review of previous definitions of IMC and an assessment of current IMC literature reveals that researchers were able to
reduce any IMC definition to five crucial attributes (Kitchen et al., 2004a; Low, 2000):
1.
2.
3.
4.
5.

The communication effort should be directed at consumers in order to affect behavior.

An outside-in approach should be utilized i.e. start with the customer first when developing a communication strategy.
A well-established relationship between the company and the customer is necessary.
To deliver a message correctly all communication activities should be included with contact points integrated into the
strategy.
To create a competitive brand, coordination between the communication disciplines is needed.

Pezzottaite Journals, Jammu & Kashmir, India.

International Journal of Applied Services Marketing Perspectives

Volume 1, Number 1, July -September 2012

REVIEW OF LITERATURE
Communication, one of the most representatives of human activities and the basis for social interaction, is defined as the exchange
of ideas, information and feelings. In recent decades, the phenomenon has evolved faster communication and dramatic changes
due to the increasing need for communication in all areas and technological performance. Since communication requires
converting the original concepts into symbols that can transmit the desired message (Blythe, 2006) the individual or organization
who communicates has to transform first the concepts in a set of symbols that can be transferred to the receiver, who need to
decode the symbols, in order to understand the original message. A correct decoding can take place only if the participants in the
communication share a common experience, with at least one common language. Communication effectiveness is determined
both by understanding the message and getting the desired reaction from the part of the receiver, in response to the message
(Popescu, 2002).
Marketing communication occurred during the last decades of the twentieth century, as a result on the marketing outstanding
development during that period. Although so far, there is not unanimity of specialists opinion in terms of concept content, we can
talk about a consensus on the role and importance of marketing communications.
In a global market characterized by high dynamism and fierce competition, organizations try to find the most efficient way to get
their word out so that customers understand the benefits that can be obtained by consumption or use products or services (Clow,
2010). Consequently, marketing communications have become a fundamental aspect of marketing, a business vision and an
essential factor in successful marketing communication. Its importance have increased dramatically in recent decades, considering
that the marketing and communication are inseparable, all organizations business areas using various forms of marketing
communication to make their offer and to meet financial or non-profit targets (Shimp, 2003).
It can be concluded that marketing communications have a highly complex content, both in terms of scope and the objectives
pursued and on methods and tools for action. Considering that the primary purpose of marketing communication is to build and
strengthen the brand - while the main market competitors have become brands - many opinions of experts converge to the idea
that in the contemporary era the marketing communication will be the only way to create and sustaining competitive advantage.
Given that marketing communication is more strongly assert that a major achievement of marketing objectives of an organization,
appears the necessity to identify ways to increase its impact, that goal can be achieved by integrating all the specific components
in an assembly unit. IMC is considered one of the most controversial areas of research, experts opinions being found in a diverse
range, whose amplitude includes very different approaches. There are point of views according with this concept is the most
important development of marketing communications in the last decade of the twentieth century (Kitchen and De Pelsmacker,
2004) and views which assume that IMC does not go beyond a collection of specific concepts traditional marketing, presented in a
new form (Spotts et al., 1998).
Academic research in IMC area has covered a long way since the emergence of the concept and its shape as a field of study in the
late '80s and early '90s, marking a gradual transition from the limited vision that is just the coordination of promotional tools, to
the broad perspective of structuring a complex strategic process. Although aspects of the definition, theoretical grounding,
understanding and developing the concept of IMC were a constant concern of specialists over time, so far they have not reached a
concrete result in a universally accepted definition of IMC.
Synthesizing the existing literature concerns may be outlined several main areas divided in two phases:
Phase I: 1990-2000 and 2001 Present (Kliatchko, 2008)
First stage is characterized by research and analysis on:
a. Clarification of some aspects of definition, theoretical development and understanding of IMC concept (Duncan and
Everett, 1993; Grein, Gould and Lerman, 1996; Schultz and Kitchen, 1996; Hartley and Pickton, 1999).
b. Identification of strategic issues and treatment of IMC concept more of a business process perspective rather than that of a
simple coordination of marketing communication tools (Schultz and Schultz, 1998).
c. Analyze the interdependence of relational marketing concept and IMC, through the social nature of business in general
and marketing in particular and highlight the key role of marketing communication in maintaining profitable relationships
with customers and other stakeholders (Hutton, 1996; Duncan and Moriarty, 1998).
d. Measure and evaluate the effects of IMC (Pickton and Hartley, 1999, Schultz and Schultz, 1998).
Phase II: In the second stage, the research is focused on:
a. Conceptual aspect of IMC, as theoretical foundation, status and goals (Cornelissen and Lock, 2000; Cornelissen, 2001;
Duncan and Mulhern, 2004; Gould, 2004; Madhavaram, 2005; Reid et al 2005; Kitchen and Schultz, 2009), including
opposite views or barriers for its implementation (Cornelissen & Lock, 2000; Ewing et al, 2000; Gould, 2004, Fitzpatrick,
2005).
b. Measurement and effectiveness of IMC programmes (Low, 2000; Reid, 2003; Schultz, Cole and Bailey, 2004; Belch and
Belch, 2008, Ewing, 2009).
c. Managerial and organisational issues (Cornelissen, Lock and Gardner, 2001; Beverland and Luxton, 2005).

Pezzottaite Journals, Jammu & Kashmir, India.

International Journal of Applied Services Marketing Perspectives

Volume 1, Number 1, July -September 2012

d. Relationship of IMC to internal marketing issues, relationship marketing, corporate communication, brand equity and
brand identity (Barnes, 2001; Naik and Raman, 2003; Schultz 2004; Dewhirst and Davis, 2005, Ratnatunga and Ewing,
2005, Finne and Gronroos, 2009).
An IMC program must be structured in multiple strands, influencing all the processes of consumer behavior (perception, learning,
attitude, motivation), not only the actual behaviour. The literature review reveals some well structured models of consumer
behaviour, the most important of them having as main axis the buying decision process, outlined for the first time by Engel,
Blackwell and Kolat (1978). This process includes basically five main stages: need (problem) recognition, information search and
evaluation of alternatives, product choice and outcomes. The next improvements and changes of model (Schiffman and Kanuk,
2009) refine the initial structure, including some possible options in the fourth stage, not only purchase option and a reshaping of
fifth stage, as post-purchase evaluation.
RESEARCH OBJECTIVES
To analyse the importance of Integrated Marketing Communications (IMC) for managing different customer segments w.r.t. age
based choice decision.
RESEARCH METHODOLOGY
It is an exploratory, descriptive and analytical study aimed at brings out the better understanding of IMC on different customer
segments. Primary and secondary data are used for the purpose of the study.
The research has employed a questionnaire based survey to describe the impact of IMC on different customer segments.
The study has been implemented as a survey of around 100 customers located in Navi Mumbai. The sampling method and sample
technique used for selecting the sample is simple random sampling method under which each sample unit in the defined target
population has a known, non zero probability of being selected for the sample.
To test the significance difference in importance of various factors w.r.t. age, ANOVA & Multiple Comparisons Tukey HSD
using SPSS 16 package is applied.

DATA ANALYSIS AND MAJOR FINDINGS

Table-2: ANOVA

Television

Radio

Newspaper

Hoardings

Pamphlets

Internet Advertisements

Sales Promotion

Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total
Between Groups
Within Groups
Total

Sum of Squares
40.513
489.187
529.700
9.655
430.212
439.867
7.485
274.882
282.367
12.490
253.510
266.000
98.587
331.380
429.967
3.230
454.636
457.867
65.173
644.527
709.700

df
2
117
119
2
117
119
2
117
119
2
117
119
2
117
119
2
117
119
2
117
119

Mean Square
20.256
4.181

F
4.845

Sig.
.010

4.827
3.677

1.313

.273

3.742
2.349

1.593

.208

6.245
2.167

2.882

.060

49.293
2.832

17.404

.000

1.615
3.886

.416

.661

32.586
5.509

5.915

.004

From the data analysis it can be observed that impact of IMC on different age segment vary for television, pamphlets & sales
promotion since the "Sig." level is less than alpha, the results are significant for the above three mentioned. For further detail
analysis Multiple Comparisons, turkey HSD has been applied for better understanding of IMC on different age groups.

Pezzottaite Journals, Jammu & Kashmir, India.

International Journal of Applied Services Marketing Perspectives

Volume 1, Number 1, July -September 2012

Table-3: Multiple Comparisons

Tukey HSD
Mean Difference
(I-J)
0-25
26-30
1.408*
31-45
-1.064
26-30
0-25
-1.408*
Television
31-45
-2.472*
0-25
1.064
31-45
26-30
2.472*
0-25
26-30
-2.421*
31-45
1.135
26-30
0-25
2.421*
Pamphlets
31-45
3.556*
0-25
-1.135
31-45
26-30
-3.556*
26-30
-.582
0-25
31-45
2.613*
0-25
.582
26-30
Sales Promotion
31-45
3.194*
0-25
-2.613*
31-45
26-30
-3.194*
*The mean difference is significant at the 0.05 level.

Dependent Variable

(I) age

(J) age

Std. Error

Sig.

.553
.713
.553
.852
.713
.852
.455
.587
.455
.701
.587
.701
.634
.819
.634
.978
.819
.978

.032
.298
.032
.012
.298
.012
.000
.134
.000
.000
.134
.000
.631
.005
.631
.004
.005
.004

95% Confidence Interval

Lower Bound
Upper Bound
.10
2.72
-2.76
.63
-2.72
-.10
-4.49
-.45
-.63
2.76
.45
4.49
-3.50
-1.34
-.26
2.53
1.34
3.50
1.89
5.22
-2.53
.26
-5.22
-1.89
-2.09
.92
.67
4.56
-.92
2.09
.87
5.52
-4.56
-.67
-5.52
-.87

From the above it can be concluded that there is a significant difference between different age segment w.r.t. their interaction with
television, pamphlets & sales promotion. To depict a significant difference between different age segment w.r.t. their
interaction with television, pamphlets & sales promotion Means Plots have been plotted below.
Graph-1

In the above graph it can be observed that televisions is most impact full on age groups between 31-45.so we can say the product
related to this group would have more impact if released on television as compared to any other media.
Graph-2

In the above graph it can be observed that pamphlets are most impact full in age group 26-30 years. So, we can say the product
related to this group would have more impact if released on pamphlets as compared to any other media.
Pezzottaite Journals, Jammu & Kashmir, India.

International Journal of Applied Services Marketing Perspectives

Volume 1, Number 1, July -September 2012

Graph-3

In the above graph it can be observed that sales promotion is slightly more impact full on age groups 26-30 years compared to 025 years. So, we can say the product related to this group would have more impact if released on sales promotion as compared to
any other media.
CONCLUSIONS
The significant fact revealed by this study is that there is significant difference in the impact of Integrated Marketing
Communication on different customer segment. In other words, different age groups do not have common perception towards
different media's of communication. With this information, advertising managers / agencies should not over emphasize, and rely
on one media as a strategy in their efforts to attract customers. Finally, managers should realize that the nature of competition in
the Indian sector is changing. The success and survival of individual company therefore depends on the managers ability to
understand customers needs and to find effective ways to satisfy these needs irrespective of their age.
LIMITATIONS
The study intends to cover respondents only from Mumbai and may not give similar results when generalised to other region.
REFERENCES
1.

Aaker, D.A., (2004). Leveraging the Corporate Brand, California Management Review, 46 (3), 618.

2.

Alan, M., (1994). In Good Company, Marketing, March 3rd, 2224.

3.

Alessandri, S. W., and Alessandri, T., (2004). Promoting And Protecting Corporate Identity: The Importance of
Organizational And Industry Context, Corporate Reputation Review, 7 (3), 252268.

4.

Alvarez, J. G.; Raeside, R., and Jones, W. B., (2006). The Importance of Analysis and Planning In Customer
Relationship Marketing: Verification of The Need For Customer Intelligence And Modelling, Database Marketing and
Customer Strategy Management, 13 (3), 222230.

5.

Bruhn, M., (1997/1998). Integrated Marketing Communications: A German Perspective, Journal of Integrated
Communications, 16. http://www.medill.northwestern.edu/pubs/jic/journal/1997-1998.htm

6.

Bruhn, M., and Zimmermann, A., (1993). Integrierte kommunikationsarbeit in deutschen unternehmen - ergebnisse
einer unternehmensbefragung, in Effizientes Kommunikationsmanagment: Konzepte, Beispiele und Erfahrungen aus
der integrierten Unternehmenskommunikation, (eds M.Bruhn and D.H.Dahldoff), Schffer-Poeschel, Stuttgart.

7.

Calder, B. J., and Malthouse, E. C., (2005). Managing Media and Advertising Change With Integrated Marketing,
Journal of Advertising Research, 45 (4), 356361.

8.

Duncan, T. R., and Mulhern, F., (2004). IMC A White Paper on the Status, Scope and Future of IMC, Northwestern
University and University of Denver.

9.

Eagle, L., and Kitchen, P. J., (2000). IMC, Brand Communications, and Corporate Cultures Client / Advertising
Agency Co-Ordination and Cohesion, European Journal of Marketing, 34 (5/6), 667686.

10. Gould, S. J., Lerman, D. B., and Grein, A. F. (1999). Agency Perceptions and Practices on Global IMC, Journal of
Advertising Research, 39 (1), 720.
11. Hutton, J. G., (1996). Integrated Marketing Communications and the Evolution of Marketing Thought, Journal of
Business Research, 37 (3), 155162.
12. Laiderman, J., (2005). A Structured Approach to B2B Segmentation, Journal of Database Marketing & Customer
Strategy Management, 13 (1), 6475.

*****

Pezzottaite Journals, Jammu & Kashmir, India.