The Criteria That Influence Integrated Marketing Communication (IMC) Towards Consumer’s Attention

Tan, Shin Wey (2019) The Criteria That Influence Integrated Marketing Communication (IMC) Towards Consumer’s Attention. Project Report. Universiti Teknikal Malaysia Melaka, Melaka, Malaysia. (Submitted)

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Abstract

In this modern era, the present of the idea and message from business are deliver through advertising, personal selling, direct marketing and other marketing communication tools. The sharing comes in the forms of Integrated Marketing Communication (IMC) and provides channel and ways for marketers to communicate with the consumers with the most effective and efficient ways. The increase growth of the demand and rise of use in social media and Search Engine Organization (SEO) has commented itself in the marketing and corporate agenda. For that reason, this study was conducted to identify the criteria that influence Integrated Marketing Communication (IMC) towards consumer’s attention in Malaysia. The data were collected with quantitative method which by using questionnaires from 384 respondents in Southern Malaysia. The data that collected was analyse by using Multiple Regression Analysis (MRA). The results of the analysis showed that coherence, consistency and communication had significant effect on the criteria that influence IMC towards consumer’s attention in Malaysia. There’s through-provoking when compelling were not significant in criteria that influence IMC towards consumer’s attention. The results of this study contributed exceptional judgement to consumers, marketers and firms in the Malaysian market

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