Very
few people can claim to be individually responsible for producing any article.
What has happened is that in this country we have become interdependent on each
other. The role of transportation,
which is the efficient movement of raw materials from supplier, finish goods
and persons from the end of the production line to customers, Nonyelu G Nwokoye
(2000) In any society including Nigeria, is an
indisputable one. This becomes the same society or between societies like
Nigeria and America becomes the bed rock of existence.
It
is the apparent indispensability of the transport sector in any society
activities whether political, economical and social that spurred Akinrombe(1989)
into categorizing transportation role into two broad terms as follows:
1. As
a catalyst that enhances business activities thereby ensuring the socio
economic development of the nation, and
2. As
the binding element which draws together the various sectors of the economy.
Still
in support of the above, Osuji (1988) maintained that “there is no aspect of
the economy that is devoid of element of transportation”, this is true as
identified by Adefolula that “there is always the need to collect, assemble,
move or transfer and distribute”.
Although there are various means of
transportation which according to Nwokoye (2000) could range from rail, road,
pipeline and air. Our main concern is on the study of the road transport with
special emphasis on buses. Having been acquainted with the indispensability of
the transportation sector in the overall development of any economy and human
society at large, it is then incumbent and called for to make an in-depth research
on how to evaluate the efficiency and effectiveness of the transport sector in
other to reap its gain through marketing communication.
Marketing as defined by McCarthy and William (2003) is the “performance of
activities which seek to accomplish an organization objectives by anticipating customers needs and directing a
flow of need-satisfying goods and services from customers, marketing is also
defined by Gabay (2003) “as an
organizational most influential and creative business tool. like any powerful
instrument it need to be constantly revealed, preened and prepared to meet
challenges” one of these activities as a tool of marketing in achieving
customer satisfaction and organization goal simultaneously is marketing
communication and communication as defined kotler and Armstrong (2006) is the
means through which an organization or company sends its message/information
from the source to the receiver (target audience). Directing a flow of need
–satisfying goods and services from producer to target customer involves
transportation and communication. This unfold the symbiotic relationship that
exist between transportation and communication system covering the continent
(Africa), there is a little hope of any economic development or growth in
Africa.
Communication is, and always has been an
important future of life. However, has communication has been more important
than the introduction of ever faster methods of transportation, and as
understanding has become more difficult because of share rate of technology
growth, so the need for effective communication has increased.
In any communication process, whether
conscious or unconscious the common feature is always the desire to influence
by the communicator. The level of influence attached depends on a number of
factors including the reliability of the sources the perception of the channel
through which the message/information flows and others. Although a lot of controversies
have been raised as to what should constitute the marketing communication mix.
The researcher for the purpose of this work and for the easy conceptualization
of the subject matter limited himself to the conventional promotional
tools-comprising, advertizing, personal setting, sales promotion and public
relation.
In testing the application of marketing
communication in transport companies, the researcher selected and studied three
companies among which include Imo transport company (ITC) Umuahia branch, Abia line transportation company and the Young shall
grow Ltd, all in Abia state.
Inspite
of the necessary role played by these two sectors (transportation and
communication) in the general economic and societal development as was seen in the cause of the study, it was
still pertinent to emphasize that the sectors were not devoid of impediments or
obstacles. It was therefore one of the major task to find out what these
obstacles were and the efforts extended by both individual and Government to
remedy the situation.
In
an attempt to be objective in the research work, the researcher prepared and
distributed questionnaires randomly, and supplemented that with interview
conducted with management of the selected companies, and finally personal
observation. The data from the field (questionnaire ). Eventually the researcher made his suggestion on how to
enhance application of effective communication in the transport sector.
-- (2021). A Comparative Study Of The Effectiveness Of Marketing Communication In Road Transportation Industry. Mouau.afribary.org: Retrieved Dec 25, 2024, from https://repository.mouau.edu.ng/work/view/a-comparative-study-of-the-effectiveness-of-marketing-communication-in-road-transportation-industry-7-2
--. "A Comparative Study Of The Effectiveness Of Marketing Communication In Road Transportation Industry" Mouau.afribary.org. Mouau.afribary.org, 03 Jun. 2021, https://repository.mouau.edu.ng/work/view/a-comparative-study-of-the-effectiveness-of-marketing-communication-in-road-transportation-industry-7-2. Accessed 25 Dec. 2024.
--. "A Comparative Study Of The Effectiveness Of Marketing Communication In Road Transportation Industry". Mouau.afribary.org, Mouau.afribary.org, 03 Jun. 2021. Web. 25 Dec. 2024. < https://repository.mouau.edu.ng/work/view/a-comparative-study-of-the-effectiveness-of-marketing-communication-in-road-transportation-industry-7-2 >.
--. "A Comparative Study Of The Effectiveness Of Marketing Communication In Road Transportation Industry" Mouau.afribary.org (2021). Accessed 25 Dec. 2024. https://repository.mouau.edu.ng/work/view/a-comparative-study-of-the-effectiveness-of-marketing-communication-in-road-transportation-industry-7-2