Film Marketing in Ghana: An Integrated Marketing Communications Approach

Abstract

At the initial stage of its introduction, business world, including the film industry was not quite ready to embrace the principles of Integrated Marketing Communications (IMC). But as the environment developed over the past decade, IMC grew in stature because it makes good business sense, especially in today’s fast-moving economy. Technology has opened up numerous doors in terms of knowledge of the customer, speed to market and connectivity and presented new ways of marketing businesses and products. Nonetheless, IMC is not restricted to any business field. In recent times, studies have been conducted regarding IMC in marketing films, including; Manavalan (2016) and Shah (2001). Other studies such as Baker (2016), Babutsidze (2011), Tuohimaa (2010); Pawar et al (2014), Jerick (2013), Zhou (2013), Wilcox (2012) and Tuohima (2010), have also explored the use of traditional and new (social) media in marketing films. Little is however, known regarding IMC in marketing films in Ghana. Against this backdrop, this study investigates the relevance of IMC in marketing films in Ghana. The study adopts a qualitative approach and uses interviews as the data collection tool. The study collects data from five Ghanaian and Nigerian filmmakers, producers and marketers and analysis data using a thematic approach. The result is that, filmmakers, producers and marketers in Ghana use IMC in marketing films. The study has found that, IMC is relevant in marketing films because, it enables reach of multiple sects of the target market, helps filmmakers, producers and marketers make profit/break even, and also gives the film a united voice when marketing. The study has also found that, using IMC in marketing films is costly, time consuming, and difficult to monitor. IMC equally comes with challenges in its full utilization and implementation. Filmmakers, producers and marketers must therefore, seek for expert hands in embarking on IMC projects.