Investigation of Consumers' Attitudes towards Integrated Marketing Communication Activities

The integrated marketing communication approach was developed as an alternative to the deficiency of mass marketing and other marketing approaches in the 90s and it has become necessary to be applied in order to be successful in today's markets. Integrated marketing communication brings a different angle to marketing. This approach, in which the consumers are defined as customers and the consumers are at the center of all marketing plans, aims to mobilize the consumer behaviorally towards purchasing and to create customer loyalty. On the other hand, it also covers the process of managing and executing all sources of information about the product or service to which the consumer and prospective consumer are exposed. Integrated marketing communication, which has become the main target in business policies, is a key element that increases operational efficiency in companies through collaboration between experts, material coordination and the use of technology. The aim of this study is to determine the attitude levels of a leading brand that produces chips in the food industry for university students studying in Istanbul, towards integrated marketing communication activities, and to examine the differentiation of their attitudes towards this brand in terms of various variables. As a result of the analysis, for the chips brand considered, women, senior students with high income from the faculty of communication and economics value advertising and promotion, and increase the consumption of the product according to price and availability.