The relationship between marketing communication and product awareness : a case study of Desa Cattle Sdn Bhd Company, Sabah / Cherrycia Yoag, Marylyn James Arik, Siti Zarohana A. Omar @ Amar
Marketing communication is a systematic relationship between a business and its market. There are twelve different communication tools available to the marketer: personal selling, advertising, sales promotion, direct marketing, public relations, sponsorship, exhibitions, packaging, point-of-sale and...
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2008
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my-uitm-ir.945272024-05-05T23:52:25Z The relationship between marketing communication and product awareness : a case study of Desa Cattle Sdn Bhd Company, Sabah / Cherrycia Yoag, Marylyn James Arik, Siti Zarohana A. Omar @ Amar 2008 Yoag, Cherrycia James Arik, Marylyn A. Omar @ Amar, Siti Zarohana Marketing Marketing communication is a systematic relationship between a business and its market. There are twelve different communication tools available to the marketer: personal selling, advertising, sales promotion, direct marketing, public relations, sponsorship, exhibitions, packaging, point-of-sale and merchandising, the Internet, word of mouth and corporate identity. These communication tools constitute the marketing communication mix. The objective of the study is to see the relationship between marketing communication and product awareness in the case study company namely Desa Cattle Sdn Bhd. This paper also presents the findings of an observation study of consumer and non consumer of Desa Cattle Sdn Bhd It focuses on the customer profile and preferences of ways of effective advertisement of these two observed groups. The results of the study indicated many similarities in the preference of media and opinion on current Desa Cattle Sdn marketing communications. 2008 Thesis https://ir.uitm.edu.my/id/eprint/94527/ https://ir.uitm.edu.my/id/eprint/94527/1/94527.pdf text en public masters Universiti Teknologi MARA, Sabah Faculty of Business and Management |
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English |
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Marketing |
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Marketing Yoag, Cherrycia James Arik, Marylyn A. Omar @ Amar, Siti Zarohana The relationship between marketing communication and product awareness : a case study of Desa Cattle Sdn Bhd Company, Sabah / Cherrycia Yoag, Marylyn James Arik, Siti Zarohana A. Omar @ Amar |
description |
Marketing communication is a systematic relationship between a business and its market. There are twelve different communication tools available to the marketer: personal selling, advertising, sales promotion, direct marketing, public relations, sponsorship, exhibitions, packaging, point-of-sale and merchandising, the Internet, word of mouth and corporate identity. These communication tools constitute the marketing communication mix. The objective of the study is to see the relationship between marketing communication and product awareness in the case study company namely Desa Cattle Sdn Bhd. This paper also presents the findings of an observation study of consumer and non consumer of Desa Cattle Sdn Bhd It focuses on the customer profile and preferences of ways of effective advertisement of these two observed groups. The results of the study indicated many similarities in the preference of media and opinion on current Desa Cattle Sdn marketing communications. |
format |
Thesis |
qualification_level |
Master's degree |
author |
Yoag, Cherrycia James Arik, Marylyn A. Omar @ Amar, Siti Zarohana |
author_facet |
Yoag, Cherrycia James Arik, Marylyn A. Omar @ Amar, Siti Zarohana |
author_sort |
Yoag, Cherrycia |
title |
The relationship between marketing communication and product awareness : a case study of Desa Cattle Sdn Bhd Company, Sabah / Cherrycia Yoag, Marylyn James Arik, Siti Zarohana A. Omar @ Amar |
title_short |
The relationship between marketing communication and product awareness : a case study of Desa Cattle Sdn Bhd Company, Sabah / Cherrycia Yoag, Marylyn James Arik, Siti Zarohana A. Omar @ Amar |
title_full |
The relationship between marketing communication and product awareness : a case study of Desa Cattle Sdn Bhd Company, Sabah / Cherrycia Yoag, Marylyn James Arik, Siti Zarohana A. Omar @ Amar |
title_fullStr |
The relationship between marketing communication and product awareness : a case study of Desa Cattle Sdn Bhd Company, Sabah / Cherrycia Yoag, Marylyn James Arik, Siti Zarohana A. Omar @ Amar |
title_full_unstemmed |
The relationship between marketing communication and product awareness : a case study of Desa Cattle Sdn Bhd Company, Sabah / Cherrycia Yoag, Marylyn James Arik, Siti Zarohana A. Omar @ Amar |
title_sort |
relationship between marketing communication and product awareness : a case study of desa cattle sdn bhd company, sabah / cherrycia yoag, marylyn james arik, siti zarohana a. omar @ amar |
granting_institution |
Universiti Teknologi MARA, Sabah |
granting_department |
Faculty of Business and Management |
publishDate |
2008 |
url |
https://ir.uitm.edu.my/id/eprint/94527/1/94527.pdf |
_version_ |
1804889931147902976 |