CHAPTER
ONE
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. 

1.2. STATEMENT OF PROBLEM

The
basic problem for research is to justify the effectiveness or impact of
advertising to adopt make sales especially during the introductory stage and
why is it that during introductory stage of the product life cycle a new
product dies not reaching the growth or maturity stage. What method(s) of
advertising are to and whether those methods are actually effective enough to
achieve the desired goals.

Over
the years, many organizations in Nigeria seem to believe that once goods or
services are produced; there is ready market for such goods and services.  As they do not seem to recognize or
appreciate the place or role of advertising towards achievement of their
organizational profit or sales objectives.           

1.3. OBJECTIVES OF THE STUDY

In
the kind of adventure, there must be a study to ascertain its success. If that
is a general and acceptance principle the researcher also has some reasons in
going into the study under consideration. In view of fact, this study is
carried to achieve the following objectives.

1.  To
examine the effect of promotional tools on organizational performance 

2.  To
access the degree of the effect of promotion on organizational growth and
profitability

3.  To
recommend ways of improving organizational performance through promotion.

1.4.  SIGNIFICANT OF THE STUDY

This
project will be of importance to the (NASCO)company limited in adopting a more
effective way of advertising to take care of uncertainly in the future which is
likely to occur in the industry especially in marketing new product entrance.
The finding of the study will also be of immense benefit to other companies who
may wish to carry out further research work on how advertising can be used when
a new product is introduce into the market. The finding will be useful to the
marketing department of Kaduna polytechnic who may be interested in researching
further into advertising new product or services in Nigeria and final year
student in particular who will graduate and go into business word to face
problem in the advertising system of the organizations, the student may find
themselves.

1.5. SCOPE OF STUDY

The
study is restricted to the examination of the effect of promotional tools on
organizational performance using Nasco companies as the case study

LIMITATION OF THE STUDY

The
scope of the research is limited by factors inherent in our environment such as
finance, time and attitude of respondents. The limitation encountered in the
course of the investigation are listed below.

It
is evidently clear that things are very difficult in Nigeria these days. This
problem becomes more apparent due to the high cost of transportation, a
considerable increase in price of writing, typing and binding material at the
time of writing this project due to the devaluation of Naira.

The
researcher had struggle in between lecture period and data collection. As a
result of this, some places which were to be visited were abandoned.

The
attitude of some consumers or customers who could not ,fill the questionnaire
correctly and even some did not return the questionnaire at all. Also attitude
of the administrative marketing manager of NASCO towards answering questions.
There was the suspicion that information revealed could be used to the
detriment of the company, or could be revealed to competitors despite the
assurance from the researcher that all information provided will be treated
with utmost secrecy. 

1.6   STATEMENT
OF HYPOTHESIS

For
the purpose of this study the following hypothesis have been formulated

H0:
Promotional tools do not have an effect on organizational performance.

H1:
Promotional tools have an effect on organizational performance.

1.7   DEFINITION
OF TERMS

Marketing:
is the management process responsible for identifying, anticipating and
satisfying customers’ requirement profitable.

Product.
Product is anything that can be offered to market for attention, acquisition or
consumption, it includes physical objects, services, personalities, places,
organization and ideas.

Promotional
tool: is are the various methods of proportion that a company can adopt; Such
as advertising, personal selling, sales promotion, public relations and
publicity.

Advertising
this is a form of paid public announcement intended to promote the sale of
commodity or services or to bring about some other effects desired by adviser.
It is essentially a form of communication through such diverse media as
handbills, newspapers, letters and radio television broadcast.

Market
share is a firm percentage of the industry’s total sales.

Invocation
a new approach or concept in the, production cycle frequency involving the use
of invention practiced task.

Personal
selling: The process of making oral commercial representation during buying or
selling interview or services.

 Marketing strategy: This is the marketing
logic by which the business units expect to achieve the marketing objectives.

Sales promotion: It has
been destined as a short term incentive to encourage purchase or sales of
product or services.

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