THE EFFECT OF GOOD PUBLIC RELATIONS AND ORGANIZED PROMOTIONS ON THE ACHIEVEMENT OF MARKETING OBJECTIVE (CASE STUDY OF NIGERIA BREWERIES PLC)
ABSTRACT
Public Relation is a deliberate, planned and sustained effort to establish and maintain mutual understanding between organization and it’s environment. Promotion is one of the four manager variable with which the marketing manager communicates information between the sellers and buyers in order to change the attitude and behaviour of both parties. This study aims at identifying the variable that inhabit the achievements of marketing objectives of firms and organization. By so doing the researcher desired to investigate the effect of good public relations and promotions of companies using Nigeria Breweries Plc, as case study. The Researcher used simple random sampling and stratified sampling technique in selling her sample. The two major instruments of data collection adopted for the study are questionnaire and structured Oral interview. It was discovered from the finding made that. Nigeria Breweries Plc acknowledge the positive impact of good public relations and promotions on their staff performance and organizational out-put The improvement in their volume and revenue is as result of organized public relations strategies and promotion techniques. Public relation and adequate promotional tools are not usually exclusive rather they tend to complement one another to achieve better result. From the above discovering made the researchers deduced some recommendations which include: There is need for a more motivational system of public relation and market promotions to enhance productively and sales volume of the marketing companies. The print media should be combined with the electronic media in other to yield better productivity. A good public and promotional strategy must be sustained through research. Well-managed feed back transparent honesty and truthful information. The management of Nigeria Breweries Plc should endeavour to adopt effective promotional strategy and public Relations to enhance their market strength win testing the hypothesis, statistical coefficient (superman) correlation ship was used at the end of the analysis the null hypothesis (H.O) falls within the region of the rejection while the alternative hypothesis (HA) fall within the region of acceptance.
CHAPTER ONE
INTRODUCTION
1.1 Background of the Study
In the recent past, public relations was regarded as publicity, but currently publicity is regarded as one of the tools of public relation. This is because of the vital roles public relations is performing in the society now which among others involves a revaluation of public attitude identification of the policies and procedures of an organization or individual with respect or individual with respect to attitudes values comprehensive functions and medium of creating awareness. Public relations also determines the activities to be executed in order to improve or maintain those candidate treasures taken by an individual or an organization to maintain the good image of the organization and to keep a carelial relationship with it’s environment. This could be done through welfare packages, advertising, publicity or adequate promotions and marketing strategy. A manger can afford this bearing in mind that the analysis offernels implises the application of research techniques before planning a programme that any attempt to present a biased information on the activity of the company or potency of their products which is not based on truth and honesty purpose will yield unfavourable result to the image of the organization. He should also bear in mind that the successful implementation of product cannot be done haphazardly or carelessly. This is invoice of the fact that marketing as a process of planning and execution of conception, promotion and distribution of ideas, good and services through a good public relations in order to create exchange that satisfy individual and organizational objectives. Is as old as the inception of buying and selling.
Arise when at least one party to potential exchange, gives through to the objectives demand means of achieving desire responses from other parties. This desire with good foresight has led to an advanced philosophy of modern marketing calls for more than developing a food product or service moderate and attractive price or making the product accessible to targeted customers through advanced public relation strategies. In this dispensation, the company should design good disseminate information about the product or services existence features and arms, and how this will benefit the market. Every organization performs the role of communication market and promoter. These service more often are done through the hiring of sales force and good strategy (to carry out persuasive messages) advertising agencies to develop sales campaign and public relations firms to enhance the company’s image customers confidence are built through effective communication and promotion tools. Promotion is one of the four major variables with which the marketing manager communicates information between seller and a buyer in order to change the attitude and behavour of both parties. It performs the role of persuasive influencing and information. These three are inter-related because to inform is to persuade and conversely, a person is persuaded.
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