The effect of marketing communication on business performance a case study:

Abstract

This study on the effects of marketing communication on business performance in the cosmetic industry in Uganda was carried out in the company of alinyikira eco investments ltd branch in equatorial mal Uganda. The study followed a case study and descriptive and descriptive research design based on interview guides and questioners. The research objectives in line with research questions included; finding out the effect of advertising on business performance, finding the effect of personal selling on profit levels of the business and finding the effect of sales promotion on business performance. Qualitative data was analyzed using content analysis, charts and graphs whereas quantities data was analyzed using descriptive statistics, frequency counts and percentages findings from the study included the following; The level of money spent in advertising is always not equal to the profit gained by the company, that advertising is the most efficient strategy the organization can uses to create awareness and lastly that advertising increase the level performance for our organization, Personal selling is a marketing communication tool that increases on the customer loyalty and business performance, and that Personal selling connects the organization directly to the customers and that by the use of personal selling, an organization can achieve the most market share and that repeated practice of sales promotion increase the level of sales and also increase business performance, that repeated practice of sales promotion is indeed too expensive and does not reduces business performance and profits and finally that Sales promotion attracts new and unconquered regions leading to new customers It recommends that an aggressive research which will help all businesses to understand the role of marketing communications in improving their performance. This will be crucial in increasing profits, sales and customer base.