INFLUENCE OF INTEGRATED MARKETING COMMUNICATION STRATEGIES ON INSTITUTIONAL PERFORMANCE OF MANUFACTURING FIRMS IN OYO STATE, NIGERIA

kudirat Nike POPOOLA, N.B NWABUFO, L.F ADEMILUYI, J.S. MAMMAN, I.S. OGUNDELE

Abstract


 

 

Manufacturing firms in Oyo State continue to experience performance challenges partly linked to weakly coordinated marketing communication efforts, despite increasing recognition of Integrated Marketing Communication (IMC) as a driver of institutional effectiveness. This study therefore examined the influence of advertising and sales promotion on the institutional performance of manufacturing firms in Oyo State, Nigeria. A descriptive survey research design was adopted. The population comprised 150 respondents made up of 75 marketing managers and 75 sales representatives from 75 consumer goods manufacturing firms registered with the Ibadan Chamber of Commerce, Industry, Mines and Agriculture. Census sampling was employed. Data were collected using a researcher-developed questionnaire titled Influence of Integrated Marketing Communication Strategies on Institutional Performance Questionnaire (IIMCSIPQ). Instrument validity was established through expert review, while reliability testing using Cronbach’s alpha yielded a coefficient of 0.856. Research questions were answered using mean and standard deviation, and hypotheses were tested at the 0.05 level of significance using independent samples t-test. Findings revealed that advertising (X? = 3.06, SD = 0.558) and sales promotion (X? = 3.16, SD = 0.567) exerted a high positive influence on the institutional performance of manufacturing firms. Furthermore, the results indicated no significant differences between male and female respondents on the influence of advertising, as well as between marketing managers and sales representatives on the influence of sales promotion. The study concluded that effective implementation of advertising and sales promotion as core IMC strategies significantly enhances the institutional performance of manufacturing firms in Oyo State. It was therefore recommended that manufacturing firms strengthen their advertising programs and systematically align sales promotion activities with market demands to improve organizational performance and competitive positioning.

Keywords: Integrated Marketing Communication, Advertising, Sales Promotion, Institutional Performance, Manufacturing Firms, Oyo State.


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