IMPACT OF INTEGRATED MARKETING COMMUNICATIONS ON COMPANIES’ SALES PERFORMANCE

ABSTRACT

The study is focused on the impact of integrated marketing communications on companies’ sales performance. The objectives of the study were to find out the attitude developed towards integrated marketing communications employed by selected companies in Benin city, to investigate if integrated marketing communication used by selected companies affect customers patronage and to determine the influence of integrated marketing communications on companies’ sales performance. For its methodology, the survey research method was used to gather the data used for the study. Findings of the study revealed that IMC has a significant effect on sales performance the selected companies in Benin City. The findings also indicated that the respondents agreed that customers in Benin City find the IMC approach of their companies appealing and persuasive and that there is a positive perception of the marketing efforts within the local market. Based on the findings, the researcher concluded that IMC plays a crucial role in shaping consumer perceptions, enhancing brand image, and driving customer engagement and loyalty. The researcher therefore recommended among other things that companies should continue to evaluate and diversify their channel mix to reach a wider audience effectively. It was also recommended that companies should regularly monitor key performance indicators (KPIs) such as brand awareness, customer engagement, and sales conversion rates.