THE EFFECT OF GOOD PUBLIC RELATION AND ORGANIZED PROMOTIONS ON THE ACHIEVEMENT OF MARKETING OBJECTIVE, CASE STUDY OF NIGERIA BREWERIE PLC

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ABSTRACT

Definition of 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.

a.Nigeria Breweries Plc acknowledge the positive impact of good public relations and promotions on their staff performance and organizational out-put

b.The improvement in their volume and revenue is as result of organized public relations strategies and promotion techniques.

c.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:

(a)There is need for a more motivational system of public relation and market promotions to enhance productively and sales volume of the marketing companies.

(b)The print media should be combined with the electronic media in other to yield better productivity.

(c)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.

TABLE OF CONTENT

Title pageII

Dedication IV

Acknowledgement V

AbstractVII

Table of content X

CHAPTER ONE

1.0INTRODUCTION 1

1.1Background of the study 1

1.2Statement of the problem6

1.3Objectives of the study 7

1.4Scope of the study 8

1.5Research question 9

1.6Hypothesis 10

CHAPTER TWO

2.0Literature review 13

CHAPTER THREE

3.1Research method 38

CHAPTER FOUR

4.1Presentation Analysis of Data 43

4.2Testing of hypothesis 46

CHAPTER FIVE

5.0Discussion of findings 52

5.1Summary Recommendation and Conclusion 56

5.2Recommendation57

5.3Conclusion58

5.4Contribution to knowledge/Research 59

5.5Area of further Research 59

5.6Biography 61

5.7Appendix 64

5.8Questionnaire 65

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THE EFFECT OF GOOD PUBLIC RELATION AND ORGANIZED PROMOTIONS ON THE ACHIEVEMENT OF MARKETING OBJECTIVE, CASE STUDY OF NIGERIA BREWERIE PLC

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