The effectiveness of promotional tools in enhancing customer awareness of Celcom (Malaysia) Berhad / Ahmad Zahim Che Hashim

Che Hashim, Ahmad Zahim (2010) The effectiveness of promotional tools in enhancing customer awareness of Celcom (Malaysia) Berhad / Ahmad Zahim Che Hashim. Student Project. Faculty of Business and Management, Bandaraya Melaka. (Unpublished)

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Abstract

Promotion is one of the key aspects of the marketing mix. Promotion involves disseminating information about product, product line, brand or company and this variable creates a promotional mix or promotional strategy. Regardless of what types of business the company are in, they need to develop promotional strategies. Company can use promotional mix for their promotional strategies in helping them to communicate clearly to their target market. Through promotional activities also company can inform consumers the important information about their products or services. The development of customer awareness is one of the main objectives of advertising and promotion. When people think of examples of a product type or category, they usually think of a limited number of brand names. Celcom (Axiata) Berhad products existence is not being aware by public majority. One of the factors is the lack of effective promotional activities done by Celcom to attract customers are not very aggressive and it is not enough to attract consumers to purchase company’s products and services. Thus, this paper is carried out to study the effectiveness of promotional tools in enhancing customer awareness of Celcom (Axiata) Berhad in the light of three determinants, which are advertising, sales promotion, and public relation.

Item Type: Monograph (Student Project)
Creators:
CreatorsEmail
Che Hashim, Ahmad ZahimUNSPECIFIED
Subjects: B Philosophy. Psychology. Religion > BF Psychology > Consciousness. Cognition > Awareness
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HF Commerce > Marketing > Marketing research. Marketing research companies. Sales forecasting > Market surveys. Including brand choice. Brand loyalty
H Social Sciences > HF Commerce > Consumer behavior. Consumers' preferences. Consumer research. Including consumer profiling
Divisions: Universiti Teknologi MARA, Melaka > Bandaraya Melaka Campus > Faculty of Business and Management (M)
Item ID: 24617
Uncontrolled Keywords: Marketing mix; Promotional tools; Customer awareness; Promotional strategy
Last Modified: 22 Jul 2019 02:36
Depositing User: Perpustakaan UiTM Cawangan Melaka UiTM Cawangan Melaka
URI: http://ir.uitm.edu.my/id/eprint/24617

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