Abstract

Available empirical studies and literature show that suitable integrated marketing communications (IMCs) support sustained growth and survival of small and medium-scale enterprises (SMEs) and other businesses. This paper cashes on this position and evaluates uses of IMCs on growth and survival of SMEs in Benue State. Both the knowledge gap and source credibility theories are utilised to describe how SMEs can apply them for their IMCs. Findings show that the extent to which SMEs in Benue State deploy IMEs is insignificant due to some prevailing challenges. consequently, it is recommended, among others, that SMEs in Benue State and beyond to consciously involve sustainable logical data collection and research for good IMC management.