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

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.