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This project emphasized on the relationship of promotional tools as an impact on organization performance. Efforts are made to find the problem and significant of promotional tools by reviewing some related literature written by expert. Also both Primary data and secondary data were collected. In primary data, questionnaires were used in gathering information from respondents and secondary data collection involves the use of books, journals, etc for gathering information. The data collected were fully presented and well analyzed in the proceeding chapter. And at the end of the write up, meaningful suggestion were made in respect of solving some promotional tools problem and improvement thereof.


Title Page
Table of Contents

1.1       Introduction and Background of the Study
1.2       Statement of the Problem
1.3       Objectives of the Study
1.4       Research Hypothesis
1.5       Significance of the Study
1.6       Scope and Limitation of the Study
1.7       Scheme of Chapters

2.1       Introduction and Literature Review
2.2       Concept of Promotion
2.3       Communication and Promotion
2.3.1    Element of Communication Process
2.3.2    Factors Affecting Promotional Communication
2.4       Promotion Objectives and Strategies
2.5       Promotional Mix
2.5.1    Personal Selling Personal Selling Process Method and Technique of Closing a Sales Advantages of Personal Selling
2.5.2    Advertising Objectives of Advertising Qualities of a Good Advertisement Benefits of Advertisement
2.5.3    Publicity
2.5.4    Sales Promotion Sales Promotion Directed toward Customers Sales Promotion Directed to trade Members
2.6       Effect of Promotional tools on Organizational Performance

3.1       Research Methodology
3.2       Research Design
3.3       Sources of Data Collection
3.4       Population and Sample Size
3.5       Data Collection Methods
3.6       Method of Data Analysis

4.1       Introduction, Data Presentation and Analysis
4.2       Data Presentation and Analysis
4.3       Test of Hypothesis

5.1       Summary
5.2       Conclusion
5.3       Recommendations



In agrarian self sufficiency period, people were engaged in direct production of what they could use. In these primitive agrarian societies, there was no need for marketing activities since every household satisfied its needs without much exchange. As societies and their economic developed from agrarian self sufficiency to urbanization, industrialization and division of labour, the need for marketing activities or tools arose. With the beginning of the era, people began to specialize in the production of items thereby producing much more than their personal requirement and since they had need for other materials which they cannot produce as a result of their specialization, the need for exchange became obvious. Thus, the surplus brought about the large scale production laid the foundation for trading tools or activities.

At the initial stage, production and exchange were simple and mainly in the need and requirement amongst close neighbours, but the small specialized producers increase their output in anticipation of future orders and this gave rise to the need for idea of middlemen to help them dispose off goods by acting as intermediaries between them and the buyers.

Development of marketing activities were fuel by the individual revolution when small handcraft operation became factors and the rate of urbanization increase as a result of people moving into work in the factories. Later both the middlemen and the provider felt the need for more profit through high volume sales and creation of consumer.

By the beginning of 1930, most especially in United State of America such development had necessitate for increase in production but high volume sales were only possible if the selling of the enterprises were able to gain patronage. By the time under reference, some companies in Europe had started grouping such function as product development, packaging, physical distribution and warehousing; and linking them with sales and advertisement (promotion) under one executive.

Therefore, the British Marketing Institute defined marketing as a management process responsible for identifying, anticipating and satisfying customers requirement profitability, whereas the American Marketing Association considers it as the performance of business.....

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