Hierarchy of Effects

ABSTACT

The work of the marketers has never been as challenging as before in today’s world where consumers are on a daily basis being inundated with information and new product. It is imperative for one to stand out in the competition in order to have a share of the market pie. Consumer behaviour is dynamic. How then can integrated marketing communication be planned with the understanding of consumer buying behaviour or even perhaps the cultural setting and/or other societal influence in the society to help the marketer better develop the programs and impact purchase decisions? This paper seek to understand the fascinating world of consumer driven IMC

1. THEORETICAL PERSPECTIVE

1.1 Introduction

In a world where products and services are being pushed into the market at the speed of light, it is imperative for marketers to understand what will makes the target segment of consumer tick and thereby creating the need and thus resulting in the action. This section will review the various theoretical definition as a background to the topic in study.

1.2 The Emergence of Integration Marketing Communication (IMC)

Perhaps the following