An integrated marketing communications, media synergies and its effect on the consumer decision making process

Consumer decision making is a complex process right from the problem recognition till the purchase decision. Consumers are dependent on the ASDR effort, which is offered by the marketer and will be efficacious by optimum utilization of a mix of communication elements like advertising, sales promotion, personal selling, direct marketing, event management, and social media. Allocation of resources has become difficult for the marketer along with the decision-making process for a consumer, since shopping experience has undergone a vast change.

This paper covers studies about marketing and advertising issues related to these various subjects of consumer decision making. I have tried to bring in the effect and impact of the various integrated marketing communication tools available and its effect on the consumer decision making. Primary data was collected from a sample of 100 consumers with a structured questionnaire as an instrument approach, and analysis was done with SPSS 22Analysis, using techniques like ANOVA and Regression. Findings with a significant impact on the decision-making process are shown. It is concluded with a call for further research into the components of Integrated Marketing Communication approach which utilizes different methods and techniques of research.