INFLUENCE OF INTEGRATED MARKETING COMMUNICATION ON BRANDING AND SALES

This research examined the influence of integrated marketing communication on brand building and sales with a focus on the transition of Zain to Airtel. The theory that was used during this research is the learning theory which postulates that exposure to certain models or message to a particular audience which was applied to this study. It was also observed that the audiences of Airtel were able to imitate or act in accordance to the message in which they are exposed to Airtel. The survey method was used in this study. Three hundred and ninety-nine questionnaires were also administered to respondents …READ MORE …