IMPACT OF INTEGRATED MARKETING COMMUNICATION ON DIFFERENT CUSTOMER SEGMENTS - EFFECTS ON CONSUMER DECISION MAKING PROCESS

Integrated marketing communication (IMC) is one of the most controversial areas of research, the concept marking a constant progress from the simple coordinating of promotional tools to a complex strategic process. Further to the evolution of modern marketing, where IMC has become a major way of achievement the objectives of a company, there is a need to identify opportunities to increase its impact on consumer of different segments w.r.t. age. Therefore, it is of interest, the relatively recent approach found in the literature. In this context, this paper intends to clarify some aspects regarding the effects of IMC on the consumer behavior of different age groups, materialized in the consumer decision- making process. A period of this transformation is evident here, documenting the movement by companies and agencies from an emphasis on stand-alone traditional elements of communication – such as advertising for example, to where all elements of communication or promotion are integrated. Such integration is driven by technological advancement, media fragmentation and competitive pressures. The regency of the phenomenon and its widespread global adoption is remarkable and stems from changing practitioner activities in the late 1980s to its current global status. The development process and the effects of such integration are discussed here.