ANALYSIS OF PROMOTION MIX AS TOOLS OF MARKETING COMMUNICATION. A CASE STUDY OF UNILEVER NIGERIA PLC, KADUNA
CHAPTER ONE
1.0Â Â INTRODUCTION
In deciding on how to properly utilize the marketing communication mix to meet organization objectives, it is important to consider the relatives strength and weakness of each of the component of promotional mix. Many companies recognizes the need to integrate their various marketing communication efforts, such as media advertising, personal selling, sales promotion public relations, and direct marking to achieved more effective marking communication.
The company also develops its integrated marketing mix such as price, place/distribution, product, and promotion which consist of promotional mix as mention earlier. The integration of all these promotional tools along with other components of marketing mix to gain edge over competitions which is called integrated marketing communication. The marketers used these tools promotional mix in meeting their customer needs and want.
Further, the organization always defines its total budget first (generally define in the marketing another business plan) and then decide on the best way to leverage the different element of the mix as mentioned above in order to maximizes the return on its investment. It should also balance the various parts of the promotional mix elements to not only create an integrated approach but to its marketing communication which as to devote enough resources for each component to be successful. In marketing communication, promotional mix are important tools to consider by every organization for the purpose of attaining organizational objectives through marketing strategies in order to satisfy the needs and wants of the customers.
The major concerned of this research is to talk upon those promotional mixes of the organization which include. Advertising as one of the tools of promotional mix which used by companies penetrating, informing and reaching large, geographical dispersed audience, and often of high frequency; low cost per exposure, through over all costs are high; the consumers perceive advertised goods as more legitimate, dramatizes company/brand, builds brand, image which may stimulate short – term sales, impersonal  and one way communication. Advertising is seen as one way of communication which company used to pass information or create awareness about than product in services to the targeted audience. In this regard advertising is also viewed as any paid form of non – personal communication through media by an identified sponsor.
