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This study thought to find out the role of marketing communication on performance of
public cooperation in Tanzania. It used TTCL and NSSF a case study public corporations
and it was designed with four specific objectives; to find out the effect of the ongoing
marketing advertisement on asset return, investment return and product market performance
of the case study public corporations; to find out the effect of the ongoing sales promotional
activities on asset return, investment return and product market performance of the case
study public corporations; to establish the effect the effect of the ongoing publicity
activities on asset return, investment return and product market performance of the case
study public corporations; and to document the effect of personal sales on asset return,
investment return and product market performance of the case study public corporations in
Tanzania. Data were collected mainly through structured questionnaire from non-managerial
staff and by interviewing managerial staff and customers. Also, secondary data was
collected from financial reports for three years from 2015/16 to 2018/19. The obtained data
were analyzed and presented in a cross tabulated and descriptive form and inferential
analysis by using regression analysis was done so as test the relationship of the variables.
The qualitative results of the study indicate that marketing advertisement influences the
performance of public organization through informing customer of the products and services
persuade customers of the product and services and let customers be reminded of the
products and services. The quantitative findings strongly dictate and demonstrate its
influence on products and service preference, and these have a direct influence on return on
assets and return on investment. Both at TTCL and NSSF through products advertisement it
has increased its market share, and ROA. In addition the result indicate that strength of
return on investment (ROI) product with sales promotional there had been also a significant
influence of sales promotion on ROI with a strength growing steady growth to 52.4% in
2018 through 31.3% in 2016 and 55.3 % in 2017. In conclusion public marketing
communication is a proven inescapable method of marketing in society. The methods by
which marketers advertise, promotes products, publicize products have changed over the
decades, the role and purpose of marketing communication has shifted very little. Practically
speaking, in an indirect fashion, marketing communication play a direct role in the health of
the public corporates. |
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