Author/Authors :
GÖKTAŞ, Bora Gazi Üniversitesi - Sosyal Bilimler Enstitüsü, Turkey , PARILTI, Nurettin Gazi Üniversitesi - İktisadi ve İdari Bilimler Fakültesi - İşletme Bölümü, Turkey
Abstract :
Promotion, which is one of the components of marketing mix targeting to communicate with the actual and potential customers, is named as integrated marketing as a consequence of the changes and developments that occur along with globalisation and technology. Integrated marketing communication is to create uniformity in the message given to consumer by applying the elements of marketing communications such as advertisement, public relations/publicity, personal selling, sales development, direct marketing, sponsorship, fair, together and in harmony. With the application of BPI components together in this way, synergy emerges in marketing communications activities. Brand image is the sum of thoughts and impressions of the costumer about the brand. BPI activities which are necessary for this image are carried out by marketing communication specialists strategically. In other words, brand image is created with the components of BPI. In this study, the impact of integrated marketing communication on brand image is handled. In the praxis part of the research, brand “Doritos” is chosen as a brand. Questionnaire method is used as a research method and the questionnaire is conducted with convenience sampling method. Following the researches, the image of brand “Doritos” applying BPI activities is generally strong in the eyes of the consumer.
NaturalLanguageKeyword :
Integrated marketing communication , image , brand , brand image.
