The Integrated Marketing Communication and Brand Orientation: Analysis of Fast Moving Consumer Goods (FMCG) Industry

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IMC is continuous interactive and integrated process of developing brand communication, strategic planning, implementation and assessment that better satisfies the interests of all stakeholders. Market demassification and fragmentation of media are among the external factors that have motivated the need for change in the marketing communication; the resultant factor is integrated marketing communications (IMC). This research is a mono method as questionnaires are floated to 1000 respondents of different MNCs but the response rate is only 10%. A deductive approach and logical reasoning is used which means that this research have epistemological positivism. The finding shows that there is a positive and significant association of IMC on brand orientation which indicates that marketing managers should give due attention to the execution of IMC process.

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