IMPACT OF PROMOTIONAL MIX ON THE PERFORMANCE OF TUYIL PHARMACEUTICAL INDUSTRIES, ILORIN
Abstract
The study aims to critically evaluate the effectiveness of advertising in the manufacturing sector, specifically examining whether advertising is a valuable tool or a waste of resources, and if it yields a positive or negative impact on the pharmaceutical company's sales. The project emphasizes that promotion—a controllable integrated program encompassing advertising, sales promotion, personal selling, and publicity—is essential for firms to gain name recognition, revive business during challenges, and increase consumer awareness. The paper's Literature Review establishes that advertising is a paid, non-personal presentation of an idea by an identified sponsor, used primarily to create awareness, educate, and persuade current and potential customers. For the Research Methodology, the study utilized a limited sample size of 45 respondents (employees). Data was gathered through primary sources like in-depth interviews and observation, supplemented by secondary sources such as textbooks and company records. The data analysis will employ statistical techniques including Frequency Distribution, Percentage analysis, and the Chi-square (\chi^2) test to test hypotheses concerning advertising's impact on sales and awareness. The findings are intended to aid students, other pharmaceutical companies, and the management of Tuyil in making necessary operational adjustments.
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