Integrated Marketing Communication Tools and Customers’ Perception and Attitudes to the Brands of Selected Nigerian Banks

Abstract

Previous studies have established that Africa has been largely silent on the theoretical and
practical conversation on integrated marketing communication (IMC) and its deployment in various
industries. As a matter of fact, such studies have noted that this silence is especially noticeable in
research on IMC and the banking industry. This study sought to bridge this gap by examining the
deployment of IMC tools by four banks in reaching their customers, providing information and ensuring
that customers have a positive perception and attitude to the banks and their products and services.
Findings of the study show that these banks use IMC media and tools to communicate with their
customers, and this deployment is positively influencing how customers see and engage with their
banks. The positive correlation between IMC media and tools and customers’ perception and attitude
to the four banks has extended the conversation on the usefulness and currency of IMC in the banking
industry in Nigeria.