Strategies for building meaning in integrated marketing communications and their relation to the perceived value of the brand

Document Type : Original Article

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Lecturer at Cairo university , faculty of mass communication , department of public relations and advertising

Abstract

This study based on the receiver theory which analyze the IMC strategies from the user\consumer perspective and measure the motive behind using specific product and the interaction between the consumer and IMC strategies on the perceived value of the brand .
By analyzing the semantic marketing communication activities for four brands and making a survey on the Saudi publics to measure the meaning constructed including the perceived quality, perceived value, perceived risk of this brand.
This study found that there are two main strategies: the first one is concentrating on the brand including the attributes and the benefits; the second one is concentrating on the consumer including psychological and sociocultural strategies
Also the hypothesis of the relation between increasing in strategies of the consumer increases the perceived values is being approved but the hypothesis of increasing the strategies of consumer increases the perceived risk is not approved
Finally there is a big role of the marketing communication activities that concentrate on the product and its motives of purchasing on the perceived quality of the brand

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