CHAPTER ONE

INTRODUCTION

1.1  BACKGROUND OF THE STUDY

One of the element of marketing strategy is promotion included also are price, product, and place. If the target public are not adequately communicated or not good knowledge about product/service, the marketing strategy exercise will fail organization firms need to use promotion to convey or create awareness about their product to the target audience.

However promotion is a popular variable through which an organization/ firm conveys or send message about their company and product or services such as consumers, suppliers, dealers etc.

Marketing promotion is the main goal of marketing communication, which helps to project a positive image for an organization and its product before its relevant publics to facilitate acceptance and patronage.

Kernal et al (1968) observed that communication creates commonness in relationship between the organization and the largest publics to the extent that they both share information idea, thought or attitude. Ordinarily communication is intended to build store traffic purchase and increase usage and stock level, brand switching and stock piling.

The word communication is derived from the Latin word “communis” which means “common”. Therefore communication could be seen as the process of establishing a commonality or oneness of thought between a sender and a receiver.

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