RELEVANCE OF PROMOTION IN Essay Example

tics, so the only way buyer to patronize BIM is through careful promotional activities. According to W. Duncan Reekie 1970 "since Eve first displayed her charms with us. The streets of ancient Rome were filled with bankers.

Restoration saw criers callout few could have had the appeal and impact of the orange seller. The apoeryphall molly malure strode through dublin with cocklegs and mussels' alive, -.1 the printed word joined the spoken advertising at least as erly as the 18th centuary. The spectator newspaper was used as a medium in 1710: According to Duncan and rackie 1970: "an incomparable powder for cleaning teeth which has given satisfaction to most of the nobility and general in England." 2 However, the historical development of promotion cannot be over emphasized. The longest of the development of promotio is that of Doctor Johnson when he made observetion in 1759 and thougfh promotion is s0o near perfection that it ia not easy to propose any improvement unto it. Whene johnson made that observations, it was after 300 years when the first advertising posters had been prited by laxton the date eas1480.

According to the times 28th October, 170: it described the poster indusry as the "Clinderella" of advertiseing, it is now fact almost 500 years old. King charles II had barely assumed the throne, in that same year by 1660, before the king himself took an advertisements to ask the return of a stolen dog. David sheley Nickoll reports which nobody offers to beg. Uptill today promotion remains a very impotant aspect of every marketing activity not only in britain but throughout the world.

In different writtings of advertising according to w.duncan Reekie:

"advertising has long been fascinating. Socio-political topic, in the united states the federal trade commissioner has devoted consiuderation effort to learn more about the subject by holding (1971) extensive hearings on the modern advertising practices. In Britain the labor party had equally produces green papper (1) devoted solely to the impact of advertising on the economy abuyer, it is similar to today'nd on society. 3. W.Duncan Reekie, Avertising (1970) 4. Ibid. Here in Africa, promotion dates back to centuries when town criers disseminates information to people in case of any eventualities - which is part of publicity one of the aspect of promotion. Equally a slip of drink to consume free of charge before purchase is made is part of African culture towards convincing and encouraging the buyer, It is similar to today's give away' or free sample. In Nigeria modern promotion has been in existence for decades. The association of advertising practioner of Nigeria gathered in Lagos for their 15th annual general Meeting in 1987, bit advertising exists in Nigeria even before formation of the association

 THE NATURE OF THE STUDY

Different people and groups have different perceptions and views to what promotion is in marketing some see it as the ways companies make people buy their products, while other see it as the way people are deceived to buy, many others also see it as waste of money and it does not have impact on anybody. As malcolm A. Mchiven (1969) States:" there is probably no other part of the business to which we allocate resources that provide so little for their use" The statement summarizes view of many businessman to the effect that advertising

is a waste. Promotion in marketing is far from all these perception and understandings of thelayman.Promotioncomprisednotonly advertisings but many promotional tools that make up to form promotion in itself these can be advertising, personnel selling, sales promotion (publicity, give away, exhibition, reseller, supporting and many others.

According to Engel, Warshaw and kinnear: Promotion has assumed many meaning over the years, although the original connotation in Latin was 'to move forward' More recently the meaning has narrowed so that it refers to communication undertaken to persuade others to accept ideas, concepts, or things. A controlled integrated program of communication methods and materials design to present a company and its product to prospective customers; to communicate need - satisfying attributes of products to facilitate sales and this contribute to long term profit performance" 5. Malcolm A.Mchiven (1969) 6

. Engel, Warshaw and Kinnear, promotional strategy Every aspect of promotion involves a sort of communication one cannot talk of proimotion without actualy touching on communication, because, if an advertisement is presented in the TV screen without voice it will be very difficult to be interpreted by the average viewer. Thus, effective communication also goes hand in hand with promotions. For the clear understanding of promotion the differences in the promotional tools hs to be observed. Some people in hearing of promotion in marketing always give emphasis an advertisement alone because it is the widely used form of promotion in Nigeria today.

While in the real sense it is only are aspect of the promotional tool. Advertisement has aspect of definitions but the widely accepted one is the of Mr. Jeremy Bullmore: "an advertisement is a paid for non personal form of

communication intended to inform and/or influence one or more people" Every advertisement has to involve soma quantity of capital (money), non-personnel commination and with the intention to influence. The rest of the promotional tools are equally portent. 7. Mr Jeremy Bullmore selling for example is the process of assisting and persuading a prospect to buy a good or service or to act upon an idea through use of person to person communication.

Publicity is the non paid commercial significant news or editorial comment see over the TV screen things like WAI, MAMSER, Environ mental sanitation Day, Ramat Polytechnic resumption data announcements etc to bring awareness. Sales promotion-those marketing activities other than advertising, personal selling and publicity thatstimulateconsumer purchasinganddealereffectivenesslikedisplays,exhibition, demonstration, giveaways, lottery etc. sales promotion in Nigeria is fast growing for example the col-cola capital gains and Malting, Sprite, Fanta, and sponsoring of the year, match of the week, Maroc 88, sponsor by Nasco Group etc are all sales promotion.

PURPOSE OF THE STUDY

Promotion in marketing has many meanings to different observers aseptically those without little of what marketing itself is about. Equally many people still view promotion to mean only advertising. This study although will give much emphasis an advertising as a promotional tool it will equally go on to differentiate between them. The main purposive the study is to:- 1) Determine and clearly state the differences between the promotional tools. 2) To give a clue to the average average reader on what promotion generally means . 3) To determine the justification on the huge amonut of money spend on promotions. 4) To determine which among the promotion tools is most accepted or widely used by companies

and organizations.

ORIGINALITY OF THE STUDY

Authors and writers have written on many topics of similar nature such as promotion, advertising and personal selling and many newspaper and magazine articles. But still this writer thought it necessary to make the research on promotion generally, because most of thewritingsand researches cover in detail satins. Companies will have an idea on why to promotion their products or service. Promotion usually entails where to get the right products, price and time, hence enables achievement of the concept of marketing. In addition to that if one takes into consideration the huge amount of money spent on promotion annually, it is easy to agree, the need exist for further research for the purpose of clear understanding of promotion by marketers. According to William M. Wilbate.

"In the united States advertising expenditure amounted to $33, 720, 000, 000 in the year 1976, it is estimated that abut 40% of this total or $13,488, 000, 000 was handled by full service advertising agencies. In the United States, however, advertising agencies are becoming major businessman than 626 larger advertising agencies In the U.S. including all the top service organizations. The 10 largest agencies interns of domestic billing in 1976 were young and publican incorporation, J. Walter Thomson Company, IRO Burnout Company Incorporation; DBBO International and six others who make the combined domestic billings of $3, 396, 100, 000 0r 29.6% of the total 1976 Figure.

In the USA exceeded %61 Billion, the trend is expected to continua. Total yearly advertising expenditures are expected to read between 80 and billion dollars by 1990"8 7. William W. Wilbatcher, Advertising Here in Nigeria, there are more then 62 advertising agencies-

(Advertising in Nigeria 1987). In the bunch of Thursday march 31. 1988 one of the advertising agencies Risible which took up on 6 February 1978 with little or on capital can now boast of N11 Million at the and of 1987 with 25 regulation clients and 10 adhoc clients. These reason if carefully studied it will be seen that the study really has a lot of significance and this knowledge. With the steady growth of advertising agencies the tendency exist for greater concern for the study of promotion by footer generations of youths in this country, this study merits investigation.

The Guardian Financial weekly December 14,1987 taking on promotion: "Marketing is a dynamic subject it is also a behavioral science since it draws heavily on sociology, psychology and organizational behavior thus, any attempt to contribute to market knowledge must combine all the effective procedures of research and analysis are applicable to the behavioral sciences, Buyers market according to it is a situation where buyers buyers indicate or choose what they want instead of accepting what is imposed the by the sellers. It is situations of general awareness in which buyers not only know that they are king but also behave like kings. Under this buyers bargain for batter products with better price tags; 8. The Guardian financial weekly, December 14.1987.