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

2.6    ADVERTISING AS A PROMO TOOLS
    Advertising can be defined as any form of non-personal communication through the mass medial and other means that is paid by an identified sponsor (Nwokoye, N.G).
    Advertising is one of the marketing mangers most important tools and understanding the role it has to play in the marketing process is essential. Advertising which can be regarded as means of promoting and maintaining high-volume sales, could also be referred to as a means of making known to the public, the presence and usage of an existing goods and new products.
    According to the committee on definition of American marketing association (AMA) advertising can be defined as “any paid form of non-personal presentation and promotion of ideas goods or services by an identified sponsor” from above definition, advertising can be said to consist of all activities involved in presentation to a group a non-personal, oral or visual openly sponsored message called advertisements’ is disseminated through one or more media and is paid for by the identified sponsor.
    Advertising can be defined as promotional tools that helps sell brand of product and ideas, and helps to build confidence in companies and institutions by conveying accurate and compelling informatics to consumers about the brand or company that have been paid for by identified sponsor (AMA).
    Advertising is a young industry in Nigeria. The economy is now in the early industrial state and true mass production with attendant. Mass advertising belongs to the future with the exception of consumers, products companies especially cosmetics and toiletries manufactures. Nigeria marketers are now realizing the relative importance of advertising.
    Although, advertising is an expensive activity where gains are not always visible. It is observable that advertising has other useful objectives to fulfill than immediate increate in sales. It is most conspicuous of all the marketing effort.
2.7    THE LEARNING ORGANIZATION
    One disseminated throughout the company to all departments and at all levels there is resistance to our look because many employee feel that knowledge is power and sharing knowledge will reduce one’s worth to the company. Further, all people in the company should share in that task of scanning. When all employee can be some parts of the environment and all information so obtained, gets disseminated throughout the organizations, the company is said to be learning organization.
2.8    HYPOTHESES FORMULATION
    Hypothesis in the marketing sense is a statement of facts. That has not been experimentally tested. It is a starting point for reasoning assumed perimeters usually the various sample techniques in order to obtain a meaningful study. The hypotheses were formulated by understanding study.
    Null hypothesis Ho – it is rejection hypothesis.
    Alternative hypothesis Hi or Ho: It is the acceptable hypotheses.
HYPOTHESIS ONE
    Ho – Environmental complexity can not be use as choice of promotion in a marketing oriented organization.
    Hi:    Environmental complexity can be use as choice of promotion in a marketing oriented organization.
HYPOTHESES TWO
Ho:    Environmental complexity has no effect on the profit margin of the organization
Hi:    Environmental complexity has an effect on the profit margin of the organization.