Assessment Of Advertising As A Major Determinant Factor For Customer's Patronage (A Study Of Coca Cola Boiling Company, Umuahia Metropolis)
ABSTRACT
The American Marketing Association, an international
professional association in marketing discipline tried to standardize marketing
terminology by defining marketing as 'the performance of business activities
that direct the flow of goods and services from producer to or users, Boone and
Kurtz (1989) The Marketing task of every firm therefore is to produce goods and
service and to ensure that the products get to the uses at the right place,
price and time for wants satisfaction and profit generations for the firm. But
if a company or business firm produces goods and, or services and goes into
business to market it, such company's chances of success would be slim if it
fails to inform and persuade potential customers the usefulness or the
offering, Boone and Kurtz (1989). In other expand its chances of survival and
success, the company would need to employ promotion strategy. Promotion, ever,
is the communication of information between seller and potential buyers or
others in the channel to influence attitudes and behaviour. Oriko Ujah (2006).
All elements, techniques and communication to create awareness of a product and
its utilities and to motivate target customers and the general public into
patronage and use of such product make up promotional mix. Promotional mix
therefore comprises advertising, personal selling, sales promotion, public
relations and publicity.
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MICHAEL, U (2021). Assessment Of Advertising As A Major Determinant Factor For Customer's Patronage (A Study Of Coca Cola Boiling Company, Umuahia Metropolis). Repository.mouau.edu.ng: Retrieved Dec 27, 2024, from https://repository.mouau.edu.ng/work/view/assessment-of-advertising-as-a-major-determinant-factor-for-customers-patronage-a-study-of-coca-cola-boiling-company-umuahia-metropolis-7-2
UNIVERSITY, MICHAEL. "Assessment Of Advertising As A Major Determinant Factor For Customer's Patronage (A Study Of Coca Cola Boiling Company, Umuahia Metropolis)" Repository.mouau.edu.ng. Repository.mouau.edu.ng, 19 Jul. 2021, https://repository.mouau.edu.ng/work/view/assessment-of-advertising-as-a-major-determinant-factor-for-customers-patronage-a-study-of-coca-cola-boiling-company-umuahia-metropolis-7-2. Accessed 27 Dec. 2024.
UNIVERSITY, MICHAEL. "Assessment Of Advertising As A Major Determinant Factor For Customer's Patronage (A Study Of Coca Cola Boiling Company, Umuahia Metropolis)". Repository.mouau.edu.ng, Repository.mouau.edu.ng, 19 Jul. 2021. Web. 27 Dec. 2024. < https://repository.mouau.edu.ng/work/view/assessment-of-advertising-as-a-major-determinant-factor-for-customers-patronage-a-study-of-coca-cola-boiling-company-umuahia-metropolis-7-2 >.
UNIVERSITY, MICHAEL. "Assessment Of Advertising As A Major Determinant Factor For Customer's Patronage (A Study Of Coca Cola Boiling Company, Umuahia Metropolis)" Repository.mouau.edu.ng (2021). Accessed 27 Dec. 2024. https://repository.mouau.edu.ng/work/view/assessment-of-advertising-as-a-major-determinant-factor-for-customers-patronage-a-study-of-coca-cola-boiling-company-umuahia-metropolis-7-2