Professional Documents
Culture Documents
Power Point (IMC)
Power Point (IMC)
Department
By Pioneer Group
2010-2011
Group Members
Aasem Al-sayyid Sulaiman
Ahmad Makki
Mohammed Abu Asal
Yazan Al-Kawamleh
Advertising
Advertising is a paid non personal communication about an
organization and its products transmitted to target audience
through mass media, include TV, Radio, the Internet,
newspaper...etc. (Pride, W.M. and Ferrell, O.C. 2006)
Personal selling
Personal selling is paid personal communication that seeks
to inform customers and persuade them to purchase product
in an exchange situation. . (Pride, W.M. and Ferrell, O.C. 2006)
Public Relation
Public Relation is a broad set of communication effect used
to create and maintain favorable relationships between an
organization and its stakeholder. . (Pride, W.M. and Ferrell,
O.C. 2006)
RESEARCH
METHODOLOGY
This research has adopted the following questions from
previous research, that we validated and tested by
researchers. a five degree likert scale was used.
RESEARCH QUESTIONS
1-Do advertising campaigns effect on
the consumer purchase?
Research model
Independent variables
Dependent variables
Advertising
Sales Promotion
public relation
personal selling
Direct market
Consumer
Purchase
RESEARCH HYPOTHESES
Testing hypothesis
Data collection method:
we have developed a questionnaire
which contains four questions for
each variable of the study , the
questionnaire includes 18 questions
that measure the four variables and
how they effect on sales .
:Testing hypothesis
H1: There is a statistical relationship between the sales
promotion and increase in consumer purchase.
Table 1 :
Correlations
H3: There is a statistical relationship between the advertising campaign and increase in
consumer purchase.
Table 3 :
Correlations
We see in this table that there is statistical relationship between advertising and sales under the
percentage of (0.540) when the sig =.01 level
H4: There is a statistical relationship between the public relation and increase in consumer
purchase.
Table 4 :
Correlations
:Method of testing
Results of gender
Table 5 :
Gender
Tabel: 6
Results of college
: Collage name
Table 7 :
Results of year level
Year level
Table 8
Table 8 cont
Discussion and
conclusions
Discussion
The conclusion ,in our perspective, is that
this strong correlation between sales
promotion and buying decision of customer is
attributed to that the considered customer
examined is stimulated by the various
promotional tools, personal representatives,
publicities, and many ads such as free
samples, coupons, discounts, commercials and
sponsorships where the customer is triggered
through such techniques to take the purchase
decision, and sometimes in more quantities.
:Implications
:Academic implication
This research is considered as a foundation base for the
coming researchers for our topic , where they exploit our
findings and utilizing it in investigating more extended
.more extended researchers
: Managerial implication
Companies can also utilize our finding to determent the
right mix of their promotional tools in a way that meet
customer's opinion
:Limitations
We were restricted in place , in which we were doing this study in Jordan and exclusively in yarmouk university , that is this research
measure yarmouk university's students opinions in various colleges
There was no time for doing a study that includes all the society categories . so, we were forced to narrow off our study on a
.selected sample of yarmouk university student
the insufficient financial and human resources were a real .obstacles toward our study to be expanded
we did not take into consideration all the integrated marketing communication elements since they differ from researcher or
.scholar to other
that we did not find enough previous researches that study our research variables straightforward and in accuracy this was a
.limitation too
:Recommendations
Based on the conclusion of our research study , we came up with
the following recommend:
1-we could recommend using the mother tongue language of our
studied population in the ads exposed
2- we could recommend the use of price discount and the product
bundle to stimulate purchase.
3-we could recommend companies to activate some methods of
communication between the company and customers and knowing
their desires concerning purchase through database.
4-we could recommend some advices for companies regarding
personal presentation of the product that is presenting the features
of the product in an attractive way.
THE END