The Effectiveness Of Integrated Marketing Communications In The Marketing Of Bank Product In Enugu State, (a Case Study Of Standard Trust Bank P.l.c)

INTRODUCTION Integrated marketing communications (IMC); As defined by the American association of advertising  Agencies, IMC is a concept f marketing communications planning that  recognizes the added vale of a comprehensive plan evaluate the strategic roles of variety of communications displines for example, general advertising direct response, sales promotion and public relations and consistence’s and maximum impact through the seamless integration or discrete messages, Kolter, (2002:p 583).  Integrated marketing communication concept is a new dimension in the applications of communication s…