CHAPTER ONE

INTRODUCTION

1.1       Background of the Study:

            Marketing communication as a field of study is dynamic. The dynamism uses different marketing channels and tools in combination. Marketing communication channels focuses on any way a business communicates a message to its desired market or the market in general. A marketing communication tool can be anything from: advertising, personal selling, direct marketing, word-of-mouth communication, sponsorship, communication, promotion and public relation. It can also be considered as marketing mix variable, (Kotler, 2006). In addition to awareness and persuasion, new goals such as developing understanding and preference, reminding and reassuring customers became accepted as important aspects of communication effort. The goal of marketing communication is to increase understanding of marketing information and influence the acceptance of a company’s offerings (Ebitu, 2012: 14).

            Marketing communications fall into various categories relating to marketing to the public, from advertising, promotions, sales, branding and online promotion. It is so spread out and iconic that it has become a favored term amongst practitioners. It is a symbolic tool that helps organizations interact with their many stakeholders in the market, by promoting their goods or services to them. Whenever members of the public interact with an organization, marketing communication Enterprise has been used. This is a significant process where businesses use to gain success and knowledge on their brand. In order to gain success in marketing both the organization and members of the public must be involved. By targeting audiences who appreciate the organizations marketing program will gain a successful branding (Daniels, 2012).

            Most business oriented organization finds it very difficult to sell their goods and services without adequate information and communication to current and potential customers. The marketing communication is used to get in touch with the channel audience.

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