Integrated Marketing Communications and its Influence Among Car Buyers

Abstract

Integrated Marketing Communications (IMC) has become a vital strategy for automotive dealerships in Laguna as they compete to capture the attention and loyalty of car buyers. This study explores how specific IMC tools advertising, direct marketing, public relations, sales promotions, digital marketing, personal selling, and experiential marketing influence consumer responses across the stages of the AIDA model (Awareness, Intentions, Desire, and Action). Using descriptive research design, surveys were conducted among 383 respondents, including car owners and potential buyers who had experienced dealership promotions. Findings revealed that digital marketing and sales promotions were most effective in generating awareness and interest, while personal selling and experiential marketing played a stronger role in driving desire and purchase action. The results highlight that dealerships adopting integrated and well-aligned communication strategies can gain a competitive advantage by meeting consumer expectations and guiding them more effectively through the decision-making process. This study contributes to both marketing literature and industry practice by identifying which promotional tools most strongly shape car buyers’ decisions in Laguna’s growing automotive market.