Abstract:

Coauthors are solicited to develop this short paper. This preliminary study focuses on the consumer and consumerist perspectives of integrated marketing communication. Specifically, consumers of carbonated drinks in Nigeria are the human variable of interest. Apart from other objectives, ascertaining consumers’ awareness of other variables such as integrated marketing communication tools, healthcare advocacy and brand structures is germane to this study. Survey method is adopted and questionnaire instrument used to collect data from 200 consumers of carbonated drinks in Lagos, Nigeria. Presented below in frequencies are few of the large data gathered as foundation for multilevel and multinational collaborations on this study.