Impact Of Marketing Communication On Product Development

This study was carried out to examine the impact of marketing communication on product development. Specifically, the study examined the most popular marketing communication tool, assessed the most effective marketing communication tool, ascertained if marketing communication helps to promote product awareness, found out if marketing communication influences customers" patronage, examined the impact of marketing communication on the level of sales of a product and ascertained if marketing communication influences customers" preference for a product. The study employed the survey descriptive research design. A total of 60 responses were validated from the survey. The study adopted the Theory of Symbolic Interactionism. From the responses obtained and analysed, the findings revealed that the most popular marketing communication tool were social networking sites, media and Email. The study also revealed that the most effective marketing communication tool are advertisement, sales promotion and social media. The study recommend effective marketing communication should be ensured because it helps to promote product awareness and influences customers patronage.

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