Effective Integrated Marketing Communication Tools (IMC) In Influence Consumer Buying Intension : Carried Out On Central Vista Sdn. Bhd

Avinisya, Perumal (2015) Effective Integrated Marketing Communication Tools (IMC) In Influence Consumer Buying Intension : Carried Out On Central Vista Sdn. Bhd. Project Report. UTeM., Melaka.. (Submitted)

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Abstract

Over recent years there is keen interest among academics and practitioners in the marketing concept of integrated marketing communications (IMC). However, to evaluate the effectiveness of the IMC program, marketers must be able to determine how the use of different marketing communication tools that give effect to their customers. Integrated Marketing Communication (IMC) developed amid the late twentieth century and its essentialness has been becoming since the time that. Integrated Marketing Communication mix tools are sales promotion, direct advertising, interactive marketing, personal selling, events and experience, public relation and publicity . In this new era, many organization moved from single marketing tool to marketing mix. An effective Integrated Marketing Communication tools able to influence consumer buying intension. In order to identify there is a question arises on what are the relationship between effective integrated marketing communication mix with consumer buying intension. Besides that, in order to influence consumer buying intension by IMC tools there was a strategy and consumer buying intention also have influenced from a factors, therefore this study carried out to answer the this questions. The fundamental purpose of this study is to obtain quantitative finding about the effective integrated marketing communication in influence consumer buying intention.

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