CHAPTER ONE
1.0 INTRODUCTION
Most often marketing is associated with efforts of business firms selling their goods and services however, also many people think thatmarketing means selling or advertisement. These two are part of marketing. Marketing occurs anytime a person or organization strives to exchange something of value with another person or organization.
The essence of marketing is translation or exchange broadly, marketing consists of activities designed to generate and facilitate exchange intended to satisfy human or organizational needs or want. Major tools of marketing was first developed by Borden in 1950s and the Mnemonics 4Ps describing those tools was coined by Mc carthy (1960). Marketing creates an offering for the customer. It can set controllable variable that the firm can use to influence its customer response. Marketing can also create apportionment of effort. The marketing’s task is to build a marketing programmer or plan to achieve the company’s desired objective. Such marketing programme consists of numerous decisions on the marketing tools to use.
These tools of marketing are the 4Ps of marketing production, price, promotion and place of which the promotion consist of advertising, sales promotion, sales force, public relations and direct marketing e.t.c
Promotion design and manage marketing sub system for the purpose of informing and persuading present and potential customers to fasten the sales of product or bring about acceptance of an idea, person, point of view.
Promotional activities, apart from personal selling, advertising and publicity which offers short ten incentives designed to bend the demand curve in favour of a productthrough changing the habits of customers or intermediaries and increase sales. A promotion objective is to create sales volume, introduce new uses for existing products to obtain immediate sales response from consumers.
Marketing communications inferm or promote company’sproducts and services forms, it has just been noted, an important part of the overall strategy of communications. In isolating product promotion for extended discussion, it is not intended to suggest that it should be divorced in practice from other forms of publicity. Market communication can communicate with its market through media advertising (commercial television, newspapers, periodicals, cinemaand commercial radio advertising) and also through public relations activities. An effective product promotional strategy requires systematic planning on similar lines to other area of management responsibility.
Consumer buying behaviorinfluences was offend as a useful basis for studying interactions which influence the consumption of a wide variety of goods and service. This model is new extended to include the process of advertising. Consumer buying behavior id influenced by personal factors and by environmental factors such as cultural morns, family life-cycle, opinion leadership, etc economic factors, such as price or availability, also modify, perhaps considerably, the effect of advertising. The significance of these factors will be related to the nature of the product advertised.
Since advertising can not be successful without an audience of some kind, and it is generally acknowledged that different ‘target’ audiences tend to have distinctive orientations towards the consumption of certain types of products, advertising strategist should analyze these behaviouralcharacteristics.
Advertising influences are shown at five levelsawareness, perception, evaluation, inquiry, purchase decision.
Communication between marketer and customer/consumer may not always be dependent solely on direct messages through, for example, advertising. Frequently, a two step flow of communicating is influential in acting as a screening and disseminating process between communicators and target audiences.
1.4 BACKGROUND TO THE STUDY
Marketing communication effect on consumer buying behaviour in a competitive environment, focus and positionproduct/service on consumer minds it’s help capture and sustain the loyalty for long time.
Marketing communication tools like banners, bill boards, radio and television jingles as well as online advertising materials are used by companies to communicate brand positioning and loyalty to prospects and customers.
Buying behaviour can be greatly influenced by the rate at which consumers are exposed to a particular marketing communication material. It is estimated that an average consumer is exposed to over a million product/service brained in a year.
1.5 PURPOSE OF STUDY
The purpose of the study is t determine the affectionof marketing communication on consumer buying behavior. Other auxiliary objectives;
1. To known how consumer can react to a product/service through the use of marketing communication.
2. To determine the extend to which marketing communicating can effect sales.