References

BJAR

British Journal of Advanced Research

BJAR

3153-709X

Ivory and Finch Publishers

10.68263/BJAR-32AGQDYS

BJAR_SEP_26_055

Original Research Article

Integrated Marketing Communication as a Strategic Tool for Navigating Economic Shocks: Evidence from Cement and FMCG Firms in Edo North and Central, Edo State, Nigeria.

Samuel Agbokhaode

Okenyi

Department of Marketing, Auchi Polytechnic, Auchi, Edo State, Nigeria. samokenyi@gmail.com

10 10 2026

1 4

Nigeria’s manufacturing sector remains under intense pressure due to persistent economic shocks such as inflation, currency devaluation, and unstable energy costs. For firms in critical industries like cement production and fast-moving consumer goods (FMCG), survival increasingly depends on strategic communication practices. This paper examines the role of Integrated Marketing Communication (IMC) in sustaining business operations and building resilience. Using a cement manufacturing firm in Edo North and a fast-moving consumer goods firm in Edo Central as cases, the study adopts a qualitative approach to explore how firms leverage IMC strategies, advertising, public relations, digital engagement, promotions, and crisis communication to withstand shocks. Findings suggest that IMC enables consistent brand visibility, consumer trust, and market resilience. The study concludes that IMC is not an optional marketing tool but a survival imperative in fragile economies.

Advertising Cement Firm FMCG Promotion Shocks Survival.

26 09 2026 28 09 2026

This article is distributed under the terms of the Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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