Integrated Marketing Communication (IMC) as Strategy for Environmental Management Awareness Campaigns (EMAC): The Telecommunication Service Providers as a Case in Reference

Abstract

Integration Marketing Communication (IMC) has become an essential concept in marketing among corporate organizations especially the telecommunication service providers. Many of the telecommunication service providers in Nigeria used integration marketing communication as strategy to promote and market their various brands and services. However, one area in which, many of the telecommunication service providers in Nigeria have not integrated into their brands and services is environmental management. The study examines integration marketing communication as a strategy for environmental management awareness campaigns by telecommunication service providers. Four telecommunication service providers in Nigeria were used as reference point for the study. These were MTN, GLO, AIRTEL and ETISALAT. The main objectives of the study were to establish the synergy between integrated marketing communication and environmental management, and to determine whether these four most subscribed telecommunication service providers in Nigeria use the integration marketing communication as a strategy for environmental management awareness campaigns. In order to determine this, questionnaire as a research instrument was adopted. A three hundred and eighty four (384) sample size as the instrument was adopted using the Krejcie and Morgan sample size determination. However, 382 copies were retrieved representing 99.5%. The population of the study was Delta state. The three senatorial districts in the State were purposively chosen because of the heavy presence of mass media, advertising firms and higher institutions. The sample size was proportionally distributed in the three senatorial districts. The data obtained were analysed using percentage, mean and standard deviation. The results showed that integrated marketing communication is a good strategy to promote environmental management like solid waste, however, the telecommunication service providers have not been involved in SMW because they believe it is the statutory responsibility of the local and state governments. The adoption of short message service for example, by telecommunication service providers and other integrated marketing communications could help in environmental management awareness campaigns. 

Keywords: Integration marketing communication; environmental management awareness campaigns; telecommunication service providers; consumers; attitude