An evaluation of integrated advertising campaigns on customer purchase intentions: Evidence from a tech gadget in Port Harcourt, Nigeria
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Background of the study
Integrated advertising campaigns combine multiple marketing channels—such as print, digital, and broadcast media—to deliver a unified message that can significantly influence customer purchase intentions. In Port Harcourt, tech gadgets are increasingly promoted through integrated campaigns that blend online advertising, social media outreach, and in-store promotions (Ibrahim, 2023). This study evaluates the effectiveness of such integrated advertising campaigns in shaping customer purchase intentions for a tech gadget. The research examines the synergy between various media channels and how consistent messaging across these channels enhances brand perception and drives purchase decisions (Adeniyi, 2024). The study also considers the role of creative content, promotional offers, and interactive features in influencing consumer behavior. However, challenges such as message dilution, inconsistent media execution, and market saturation may diminish campaign impact. By analyzing sales data, customer surveys, and media performance metrics, the study aims to determine the key factors that contribute to successful integrated advertising and provide recommendations for future campaigns (Oluwole, 2025).
Statement of the problem
Tech companies in Port Harcourt face challenges in ensuring that integrated advertising campaigns effectively convert consumer interest into purchase intentions. Despite coordinated efforts across multiple channels, issues such as inconsistent messaging and market saturation often limit the effectiveness of these campaigns (Ibrahim, 2023). The difficulty in measuring the individual impact of each channel further complicates campaign optimization. This disconnect between advertising investment and actual purchase behavior necessitates an evaluation of integrated campaign strategies. This study seeks to identify the factors that hinder or enhance customer purchase intentions and to propose actionable improvements for more effective integrated advertising strategies (Adeniyi, 2024).
Objectives of the Study
To evaluate integrated advertising campaign effectiveness for a tech gadget.
To assess the impact of such campaigns on customer purchase intentions.
To recommend strategies for optimizing integrated advertising efforts.
Research Questions
How do integrated advertising campaigns influence customer purchase intentions in Port Harcourt?
What challenges affect the effectiveness of these campaigns?
What improvements can enhance the conversion of advertising to purchases?
Significance of the study
This study is significant as it evaluates the impact of integrated advertising campaigns on customer purchase intentions for a tech gadget in Port Harcourt. The insights will enable marketers to refine multi-channel strategies and improve conversion rates. The research contributes to the academic literature on integrated marketing and offers practical recommendations for enhancing advertising effectiveness in a competitive market (Ibrahim, 2023; Oluwole, 2025).
Scope and limitations of the study
The study is limited to evaluating integrated advertising campaigns for a tech gadget in Port Harcourt, Nigeria, excluding non-digital channels not part of the integrated strategy.
Definitions of terms
Integrated Advertising Campaigns: Coordinated marketing efforts across multiple media channels.
Customer Purchase Intentions: The likelihood of consumers to buy a product following exposure to advertising.
Tech Gadget: A consumer electronic product characterized by technological innovation.
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