ABSTRACT
This study investigated the effect of Marketing Communication on Brand Awareness in selected transport companies in Benin City with the specific objectives of the study which were to ascertain the effect of social media (Facebook, Instagram, Whatsapp, Youtube, Telegram) on brand awareness, determine the effect of advertising (television, radio, print media, outdoor media, specialty media) on brand awareness, and establish the effect promotion of sales has on brand awareness in selected transport companies in Benin City. The study applied structured questionnaires to a sample size of 354 respondents drawn using Taro Yameni. The data generated was analyzed using both descriptive and inferential statistics. Descriptive statistics, such as frequencies, and percentages were used; inferential statistic such as Multiple Regression Analysis, was also used. The findings of the study showed that there is no significant effect between social media (Facebook, Instagram, Whatsapp, Youtube, Telegram) and brand awareness, similarly it was also revealed that there was no significant effect between advertising (television, radio, print media, outdoor media, specialty media) and brand awareness, and finally it was also found that there was no significant effect between promotion of sales and brand awareness in the selected organizations. Based on the findings of this study, the organizations did not give all the necessary attention to social media (Facebook, Instagram, Whatsapp, Youtube, Telegram) activities and consequently did not have any significant effect on their brand awareness, similarly the organizations did not put all the necessary resources on advertising (television, radio, print media,
outdoor media, specialty media), and consequently did not have any significant effect on their brand awareness and finally, the organizations did not put all the necessary efforts and resources on sales promotion and consequently it did not have a significant effect on their brand awareness. It is recommended that the institutions need to improve their attitude towards social media (Facebook, Instagram, Whatsapp, Youtube, Telegram) by deploring appropriate resources and emphasis into it, to have significant effect on brand awareness, similarly, the organizations need to improve their attitude towards advertising (television, radio, print media, outdoor media, specialty media), by investing the necessary amount of resources and emphasis on advertising their services to have significant effect on brand awareness, and finally the organizations need to increase the amount of resources and emphasis on their promotion of sales activities in order to have significant effect on brand awareness.
