Project Abstract

Abstract
Promotional tools play a crucial role in shaping consumer perceptions and influencing buying behavior. This research project aims to investigate the impact of promotional tools on organizational performance. The study will explore various promotional tools such as advertising, sales promotion, public relations, and personal selling to understand how they contribute to enhancing organizational performance metrics. The research will be conducted using a mixed-methods approach, combining quantitative data analysis with qualitative insights. A survey will be administered to a sample of consumers to gauge their perceptions of different promotional tools and their impact on purchasing decisions. Additionally, interviews will be conducted with marketing professionals to gather insights on best practices and strategies related to promotional tools. The findings from this research are expected to provide valuable insights for businesses looking to optimize their promotional strategies. By understanding the effectiveness of different promotional tools, organizations can tailor their marketing efforts to maximize their impact on consumer behavior and ultimately improve their overall performance. Additionally, the research will contribute to the existing body of knowledge on marketing and organizational performance by providing empirical evidence on the relationship between promotional tools and key performance indicators. Overall, this research project seeks to bridge the gap between theoretical concepts and practical applications in the field of marketing. By examining the effects of promotional tools on organizational performance, this study aims to offer actionable recommendations for businesses to enhance their marketing strategies and drive better results. Ultimately, the goal is to empower organizations with the knowledge and insights needed to make informed decisions about their promotional activities and improve their competitive advantage in the marketplace.

Project 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;