An inquiry into integrated media strategies on enhancing corporate image: A study of an automotive brand in Kaduna, Nigeria
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- NGN 5000
Background of the study
Integrated media strategies involve the coordinated use of multiple communication channels to deliver a consistent brand message. For an automotive brand in Kaduna, employing integrated media strategies is vital for building and maintaining a strong corporate image. By combining traditional media, digital platforms, and social engagement, the brand seeks to create a cohesive narrative that resonates with diverse consumer segments. Research shows that integrated approaches enhance brand credibility and foster stronger relationships with stakeholders (Okeke, 2023). These strategies include synchronized press releases, social media campaigns, and event sponsorships, which together contribute to improved market visibility and customer loyalty. However, challenges such as inconsistent messaging across platforms, resource limitations, and rapidly changing media trends can hinder the effectiveness of integrated campaigns. This study investigates how integrated media strategies influence the corporate image of an automotive brand by analyzing consumer perception data, media coverage, and sales performance. The research aims to identify best practices and recommend adjustments that ensure a unified communication approach, ultimately strengthening the brand’s position in the competitive automotive market (Adenuga, 2024; Ibrahim, 2025).
Statement of the problem
Automotive brands in Kaduna often struggle with fragmented communication, which undermines their corporate image. Inconsistent messaging and poorly coordinated media strategies lead to mixed consumer perceptions and reduced brand credibility (Chinwe, 2023). The lack of an integrated approach hampers efforts to build a cohesive brand identity, resulting in missed opportunities for market differentiation and customer loyalty.
Objectives of the Study:
To assess the impact of integrated media strategies on corporate image.
To identify challenges in implementing integrated communication.
To recommend best practices for a unified media approach.
Research Questions:
How do integrated media strategies enhance corporate image?
What challenges limit their effectiveness?
Which practices can optimize integrated communication for automotive brands?
Significance of the study (100 words):
This study provides valuable insights into the role of integrated media strategies in shaping corporate image. The findings will help automotive brands in Kaduna optimize their communication efforts, improve brand perception, and gain a competitive edge. The research contributes to both academic and practical knowledge, offering recommendations for cohesive media management.
Scope and Limitations of the Study:
This study is limited to an automotive brand in Kaduna and does not extend to other industries or regions, with findings influenced by local market conditions.
Definitions of Terms:
Integrated Media Strategies: Coordinated use of multiple communication channels.
Corporate Image: The public perception of a company.
Automotive Brand: A company that manufactures and markets vehicles.
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