Provide a native model of integrated marketing communications (IMC) based on brand promotion

Subject Areas : Marketing

Vahid Nameni ¹ , Bahram Kheiri ² , Mansoureh Aligholi ³

1 - Department of Business Management, Central Tehran Branch , Islamic Azad University, Tehran, Iran.
2 - Department of Business Management, Central Tehran Branch , Islamic Azad University, Tehran, Iran.
3 - Department of Business Management, Central Tehran Branch , Islamic Azad University, Tehran, Iran.

Received: 2022-03-05 Accepted : 2022-06-12 Published : 2023-03-21

Keywords: brand, Marketing, Integrated Marketing Communications,

Abstract :

The purpose of this study is to provide a model for integrated marketing communications ( IMC ) . The method of the research is a descriptive -survey method . The tool used to collect data is questionnaire . The research community is consumers of Paxan products . Sampling is performed by stratified random sampling method . Sampling method Due to the large number of members of the statistical community , the statistical sample includes 384 people who have been selected by available methods . SPSS and PLS software were used for data analysis . Using experts, setting goals , setting advertising budgets , pricing strategies are some of the strategies ahead to improve the performance of integrated marketing communications ( IMC ) . It should also be noted that for integrated marketing communications ( IMC ) consequences we can mention branding, brand strengthening , customer satisfaction , brand image .