Integrated Marketing Communication: Environmental Information Leads Stewardship
The integration of marketing communication channel has provided environmental information in various aspects of learning. As practiced in the last 20 years, where marketing functions has moved from theory to practice. Therefore, the environmental education (EE) tackles environmental degradation issue today by ensuring relevant, specific knowledge is passed on to, and acted upon by targeted groups in the community like youth. Integrated media is a convenience channel of an EE creativity to inject the element of effective communication in learning experience for youth while integrated marketing communication (IMC) try to gain their attention, interest, desire and action (AIDA) on environmental issues. The literature identified exposures to various kind of integration in marketing communication have developed their consumer behavioural characteristics and attitude. This study investigates whether youth aged between 15-21 years old show different AIDA perceptions in environmental stewardship (ES). Survey respondents consist of 51 secondary school (15-17 years old) and 30 higher institution (18-20 years old) students who participated in a Kem Pemimpin Muda Perihatin Air Kebangsaan 2014 (KPMPAK ’14) organised by Department of Irrigation and Drainage (DID) Malaysia and UNESCO-IHP Malaysia to capture youth perception on EE program on media. IMC is an effective way of EE method as it managed to gain youth attention, interest, desire and action irrespective of their understanding. The findings provide an insight on youth behaviour when capturing information from EE marketing communication delivered via IMC.
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Document Type: Research Article
Publication date: April 1, 2015
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