Environmental Complexity As The Determinant Of Choice Of Promotional Tools In Marketing Oriented Organization
[A CASE STUDY OF JMK SUPERMARKET, ILORIN]

2.4    MARKETING COMMUNICATION
    Some people believe that because they can buy and sell, they have already practiced marketing communication, but the facts remains that marketing has gone beyond buying and selling and we need to inform, educate and enlighten ourselves better on what marketing communication is all about when it comes to marketing of goods and services.
    According to fox all, marketing communication is that complex techniques under the control of management which may be used to communicate directly with buyers and potential buyers. This information is not just ordinary information, but persuasive communication, It is an extension of the interpersonal communication; a process through which marketer’s are able to send out meaningful message from their end to the customers. Although falls under communication but a mention as it was need to be made of the big tree where promotional tools of marketing steamed out.
    Marketing communication starts from individual as already defined above and extent to organizational communication ford et al (1980) sense communication as the glue that holds organization together. It enables the separate member of the organization to act in unison “while Glueck (1980) define organization communication as the process by which managers develop a system to give information and transmitting meaning to large member of people within the organization and to relevant individuals and institutions outside it.
    Communication in marketing requires that prospective target audiences are adequately informed about what is going on in the organization about their products and services. And schrans communication model reveals that for effective communication, the field of communicators experience must be high and cordial, it will allow for better understanding.
    Communication in marketing has five (5) major tools to inform, educate, introduce and motivate intended buyers to make purchase of their goods and services. They are:
-    Advertising: This is my paid form of non – personal presentation and promotions of ideas, goods and services by an identified sponsors.
-    Personal selling: This is a direct face to face contact between buyers and the sellers.
-    Sales promotion: It is activities that falls between advertising and personal selling that stimulates consumers purchasing and dealers effectiveness e.g. demonstration, display attribution etc.
-    Public Relation: This is organization efforts to create good relationship and good image between them and public creating conducive environments between the organization and the public.
-    Publicity: This is an extention of public relation. It is aimed to popularizing, creating products and services exposure awareness and attitude changes.
2.5    PROMOTIONAL TOOL:
These are tools that can be used to communicate to target audience. They are advertising sale promotion, personal selling, public relation and publicity. AROWOMOLE A.K AND ADEYEMI M.A (2004)
Promotion this is the activity that communicate the product, idea or services, its merit and point of purchase to target customers and persuade them to buy (Kotler P. et al 2001). A modern company manages a complex marketing communication system it communicates with its intermediaries, customers and various publics. A part from the above mentioned promo tools, direct communication with careful targeted individual consumers to obtained immediate response are gaining importance as a communication tools Kotler et al (2001).
Although promotional activities are undertaken by commercial companies, trade associations, government bodies, educational institutions, political parties, etc. but our main forcuses were its promotion context of a marketing environmental factors in complexity of a marketing oriented organization. It is important axe of study for the marketer because of the large financial commitment made in promotional activities; preference also is made to the advertising industry because it is a large sector.
However, promotional tools also use strategies different to all above mentioned and achieve their goals and objectives. Thos tools are mention as follow: Free gifts, products demonstration, trade fairs and exhibitions, price cut and overs discount, postals and handbills, use of the press, sampling personal visit/ facility visit, personal interaction internet etc. the primary of objectives of promotional tools is to increase sales and at the end maximize profit.