AN INTEGRATED MARKETING COMMUNICATION STRATEGY TO ENHANCE BRAND AWARENESS AMONG MILLENNIAL CONSUMERS
Abstract
This study aims to explore the effectiveness of an integrated marketing communication (IMC) strategy in increasing brand awareness among millennial consumers. The millennial generation represents a significant consumer segment with distinct characteristics and communication preferences. The study focuses on developing and implementing a comprehensive IMC strategy that combines various communication channels, including social media, influencer marketing, content marketing, and experiential marketing, to engage millennial consumers and enhance brand awareness. The research utilizes a mixed-methods approach, combining quantitative data from surveys and qualitative insights from interviews to assess the impact of the IMC strategy on brand awareness. The findings provide valuable insights into the effectiveness of IMC in reaching and influencing millennial consumers and offer practical implications for marketers seeking to target this demographic.
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