The digital era has ushered the rise in the utilization of alternative communication platforms in integrated marketing communications (IMC). These include the use by organizations of traditional media and newer online media. The sole or combined utilization is driven by the platform’s coverage, cost, contribution, commonality, complementarities, cross-effects, and conformability. The contemporary business environment necessitates employing the right communication platforms to help sustain and further an institution’s position in the industry. This research study was conducted to assess the effectiveness of the platforms employed by the university, with coverage as the pivotal criterion, in an integrated marketing communications strategy and to determine the right assortment of communication platforms. The paper devised a gauge termed coverage index (CI) to identify the most efficient communication platforms taking into consideration the preference of the target audience and those that actually reach them. Based on the online survey conducted, with net 303 valid responses from the university’s freshmen, initial results showed that the university has not optimized its communication options. Thus, there is a need to modify the university’s integrated communication strategy to ensure the better reach of its target market. Further, the study is anticipating to discover differences in the effective platforms based on the demographic and geographic characteristics of the respondents. Finally, this study will provide a reference to researchers and marketers in developing a strategy grounded on IMC in the academic domain and in other industries as well.
Eloida Dagumboy, University of the East, Philippines
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