ABSTRACT
This research examined the influence of
integrated marketing communication on brand building. with a focus on
transition of Zain to Airtel. The theory that was used during this research is
the learning theory which postulates thatexposure of 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. Survey method was used in this
study. Three hundred and ninety nine questionnaires were also administered to
respondents during this research. The data collected were analyzed using the
chi-square analysis. Research hypotheses findings reveal that integrated
marketing communication is an effective tool for brand building even during
brand transition. The respondents from the sample population size were randomly
selected audience in which it has created a platform for recommendations to be
made. Based on the findings in this research, the researcher recommends that
IMC messages should be carefully put together, in terms of central theme, media
planning and usage. Also, recommended that an integrated marketing
communications should be applied in brand building, a combination of
Advertising, Public relation, direct marketing, event sponsorship, sales
promotion and personal selling is required in brand building.
