Keywords
non-governmental organizations
integrated communication
How to Cite
Abstract
Integrated marketing communication is coordinating the promotion mix tools: advertising, public relations, sales promotion, and personal selling. The research aimed to validate the theoretical bases of integrated marketing communication in educational NGOs. The research is quantitative,
non-experimental, cross-sectional, and descriptive. The population comprises the beneficiaries of educational NGOs, young adults between 20 and 29 years of age from the southern region of Peru. Using the deductive method, the survey technique, and the questionnaire, a sample of 600 individuals was collected. An exploratory factor analysis was performed to establish the actual dimensions and confirm that they coincide with those previously determined. The results indicate that NGOs need to effectively use integrated marketing communication, which prevents them from reaching their target audience.
References
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