Advertising As Complimentary Tool In Marketing Of Aluminum Kitchen Ware

(A CASE STUDY OF TOWER ALUMINUM) CHAPTER ONE INTRODUCTION 1.1     BACKGROUND TO THE STUDY The marketing activities of an organization is guided by six marketing mix that comprises of controllable variables that marketers use in the achievement of their marketing objectives. It includes the combination of product, price, physical distribution and promotion; generally referred to as the four Ps which serves as the pivot of marketing management. Promotion can be seen as the use of communication to persuade or convince prospective customers.  In other words, it is the coordinated efforts initi…