Acta Universitatis Danubius. Communicatio, Vol 13, No 2 (2019)

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.