Abstract:
Contemporary business environment is saddled with different forms of communication tools and strategies. This has led to information overload. Besides, the characteristics of businesses and social organizations make it difficult for them to depend on messages pass across by means of traditional communication mix like advertising, sales promotion, direct marketing, personal selling and public relation - traditional communication mix.
This research, therefore, seek to assess, measure and evaluate the effectiveness of using lobbying as communication tool to be used in addition to these traditional communication tools.
The method used was to collect data from both business and social organizations via the use of questionnaires and depth interviews. Afterwards, the researchers used SPSS and Microsoft Excel to analysis the data obtained.
The findings clearly indicated that, both social and business organizations cannot successfully achieve their communication objectives without including lobbying as part of their communication tools deployed.
All persons contacted were of the opinion that lobbying was a managerial and executive decision-making process to boost and progress organizational transaction. The realization of using lobbying as a strategic communication technique will enhance making of decision as well as management teams of institutions to appropriate resources in their disposal in the best interest of corporate objectives and stakeholder’s expectations.
In a nutshell, this research work can be described as an exploratory work on the effective role lobbying plays in business and in social organizational communications. It could therefore, be researched into details in the future.
Description:
The study took a general overview of activities that influence lobbying as impacting on marketing communication within a business organization. The research revealed the problem of the study which was a definition denoting the unique or the distinctive qualities of the phenomenon being defined. The researcher examined the phenomenon being researched carefully and specified those features which were either peculiar to it or distinguish it from the other similar phenomena or different aspects of the same phenomenon, Kumekpor (2002).
Traditionally, the primary goal of marketing communication is to reach a defined audience to affect its behavior by informing, persuading, and reminding. Marketing Communications has a mix. Elements of the mix are blended in different quantities in a campaign. Marketing Communications is a subset of the overall subject area known as marketing. Marketing has a marketing mix that is made of price, place, promotion, product (known as the four P’s), that includes people, processes, physical evidence and productivity, (known as the eight P’s), Lovelock (2010).
