Thesis Abstract

Abstract
Promotional tools play a crucial role in influencing organizational performance in today's competitive business environment. This research project delves into examining the effects of various promotional tools on organizational performance. The study aims to provide valuable insights into how different promotional strategies impact key performance indicators of organizations. The research methodology involves a comprehensive literature review to establish the theoretical framework and understanding of promotional tools and organizational performance. Various promotional tools such as advertising, sales promotions, public relations, direct marketing, and personal selling will be analyzed in terms of their individual impacts on organizational performance metrics. Furthermore, the research project will utilize both quantitative and qualitative research methods to gather data from a diverse range of organizations across different industries. Surveys and interviews will be conducted to collect primary data on the promotional strategies employed by these organizations and their corresponding performance outcomes. The analysis of the data will be conducted using statistical tools to identify correlations and patterns between the use of promotional tools and organizational performance. The study will also explore the moderating effects of factors such as industry type, company size, and market conditions on the relationship between promotional tools and performance. The findings of this research project are expected to contribute significantly to the existing body of knowledge on the subject. By understanding how promotional tools impact organizational performance, businesses can make more informed decisions regarding their marketing strategies. The insights gained from this study can help organizations optimize their promotional efforts to achieve better performance outcomes. In conclusion, this research project seeks to shed light on the intricate relationship between promotional tools and organizational performance. By examining the effects of various promotional strategies on key performance indicators, the study aims to provide valuable insights that can guide businesses in enhancing their marketing effectiveness and ultimately improving their overall performance in the competitive market landscape.

Thesis Overview

1.0     INTRODUCTION
1.1     BACKGROUND OF THE STUDY
Promotion is the systematic design and communication of product(s) ideas, knowledge and attributes to identified market segment with a view to eliciting customer response through the use of appropriate communication medium and technology.
Promotion is the elixir to organization success. When organizational leaders are able to create or develop a product for an identified market, what remains is to properly promote both the organizational products and image to the favourable attention of its publics, customers, shareholders creditors etc.
The essence and importance of promotion on marketing communications in the marketing task is too crucial that it often dictate the success or failure of products/service engaging in promotional activities. Marketing communications involves setting objectives and goals to bring about awareness creation, information dissemination and persuasion of market segment to respond and buy products. Managerially promotion activities involved using the system approach to plan organize, coordinates advertising programmes and other promotional efforts.
Promotion management has become so systematic in the 21st century to the extent that the marketing effort has been broken down into sub-systems, thus we now have advert managers, public relations (PR) experts, publicity experts, copy writers, digital graphic illustration and even outdoor digital mega screen technicians
Promotion not only serves to inform but also serves to delight the customer through mind blowing, promo-campaigns and satisfaction creation. Promotion is important to people, organizations and society because it helps oil the wheel of economic growth and development. Promotion of goods and services helps to bridge the gap between the manufacturer of products and consumers of such products and services. Promotion helps to communicate the product knowledge and product availability to seekers of goods and services. Promotion creates efficiency channel effectiveness as middle-men strive to achieve better distribution systems, creation of assortments and delivery of superior services down the chain. Promotional activities has helped the organizations to become more competitive, by developing better products and superior service delivery techniques in their struggle to increased/retain their market shares.
According to Schoell and Guiltinan (1996) promotion objectives includes;