Though, in competitive situation, both academic and business world is interested in IMC(Integratd Marketing Communication) as a solution to communication with consumers who have various needs, we still need empirical studies on IMC as incomplete theory which need to develop more.
The purpose of this study is to examines how effectively the IMC influences on the new brand raunch through the case study. To achieve this particular purpose, First, after arranging the concept of the IMC with existing research and then comparing with the effect of the IMC and Non-IMC. Second,
Case studies have shown that the Cards of Hyundai is funny, riveting and vital. Such factors behind the IMC have insipired consumers to actively participate in a community to share their experience. This has led to an increase in recognition of the brand.
Even as time passed by, consumers have recalled the image surrounding the new brand as Hyundai Card. This is a testment to the argument that IMC has positively an impact on the recognition of brand, strengthening its brand power. Therefore, it was concluded that IMC is the right approach when it comes to new brand and is a valuable factor for the success of the new brand launch.
Limitations of this study and guidelines for future research are also discussed.