UTILIZATION OF INTEGRATED MARKETING COMMUNICATIONS AS A MARKETING STRATEGY BY MANUFACTURING COMPANIES OPERATING IN CROSS RIVER STATE OF NIGERIA

📄 Project Abstract

The major purpose of this study was to examine the utilization of integrated marketing communications as a marketing strategy by manufacturing companies operating in Cross River State. Five research questions were answered and three hypotheses were tested at .05 level of significance. The population for the study consisted of 129 advertising, sales and marketing managers of manufacturing companies registered with the Cross River State Ministry of Industry and Commerce. The entire population was used for the study. A survey research design was adopted for the study. Structured questionnaire was used to generate data for the study. The instrument was subjected to face validity by five experts, three from the University of Nigeria Nsukka and two from the University of Calabar, Calabar. A sample of 30 managers of equivalent companies was randomly drawn from Uyo, Akwa Ibom State for the reliability test. Cronbach Alpha reliability test was used to determine the internal consistency of the i...