Effectiveness of Integrated Marketing Communication Strategies Relating to Housing Projects in Bangalore District

Bangalore housing market is in the rise because of climatic advantages leading to best destination for education, health, employment and investment. However, studies show that that there are oversupplies of houses. Significant increase in the inventory is putting pressure on builders. Though the external factors are improving, other factors such as effectiveness of marketing communication of builders’ are necessary for growth of the sector. Many studies have highlighted the added effectiveness of the promotion tools by synergy through of integrated marketing communication. Nevertheless, execution of the IMC plan also requires an evaluation process to ensure the effectiveness of the effort. Usually the effectiveness is measured by two methods. One is the sales results for every rupee spent. The other method is an indirect evaluation in which the enhancement in brand equity is measured. The research is designed to test the effectiveness of integrated marketing communication for the housing projects done by the builders in Bangalore urban district. The effectiveness is measured in terms of whether the marketing communication through various promotion tools has reached the consumer and has created awareness, familiarity, liking and involvement towards the brand.