Synopsis: The Effect of IMC on Brand Image of Laptops/Notebooks

Essay by dasiasmommy September 2009

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Definition and Purpose:The goal of the research was to determine and study how IMC (integrated marketing communication), with its attributes of "one-voice, two-way communication, umbrella of all marketing mix", would effect brand image of laptops/notebooks. "Brand equity and brand image is from the concept of brand coordinates within brand equity is the axis, focusing on vertical marketing for sustainable operation and competitive advantage, and brand image is the horizontal axis focusing on the horizontal marketing for joint ventures to maximize the share of market resources" (Lu, 2009) .

Problems under investigation:Previously, most of the research in the area of IMC had focused on the use of a case by case marketing mix, however, little research has been done on the performance of IMC implementation from the consumers' point of view. Therefore, this research examines, how to generate a marketing mix to achieve synergy and the relationship between IMC implementation performance and brand image.

Data collection methods used in the research project:In this research project, questionnaires were collected from consumers and a questionnaire survey analysis was performed. Upon the completion of the questionnaire survey analysis of consumers' viewpoint through statistical data analysis method, it is believed that the results, to find out which factor affects the IMC implementation performance the most and the less: advertising, public relations, direct marketing, personal selling, or sales promotion, to check whether each of the hypotheses is supported or not, to check to see if the framework of this research is supported or not. The results of this research is not completed as of yet, as this research is still in the process of collecting questionnaires from consumers.

Conclusion:It is expected that this research will help, marketers by describing the numerous effects of each of the tools of IMCmarketing mix on laptop brand,