This research is carried out to investigate the assessment of the promotional tools that have been implemented by Institute of Management Melaka (IMM). IMM is a subsidiary of Melaka State Government and is managed by the Melaka Chief Minister Department. The main functions of IMM are to provide important information, to plant and implement training programs, services of human resource development and organizers for seminars, luncheon talks and dinner talks on behalf of the Melaka Chief Minister's Department. Various promotional activities have been implemented by IMM, but people still does not know the existence of IMM. This study will try to assess the effectiveness on these area of promotional tools and also to identify which of the promotional implemented by IMM is mostly effective. It is hoped that IMM will choose only an effective promotional tool and not one that is not effective. Suggestions and recommendations also will be included in this research. Literature review from the previous authors and researchers is also included in this study. It could be used as a source of reference for the benefit of this research. The authors included are Kotler & Armstrong and also N.K. Malhotra.
The researcher will also propose his own conceptual model that identified the independent and dependent variables of the study. The independent variables for this study are advertising, personal selling, publicity and sales promotion. The dependent variables are promotion effectiveness. The relationships between these variables are investigated. Four hypothesis also will be tested in this study. The research design that will be used in this research is exploratory research. This research will also undergo a sampling: design and procedures. Two approaches will be used in collecting the data information; primary and secondary data. Finally, all the data will be analyzed by using Statistical Package for Social Science (SPSS) All the findings regarding the effectiveness of promotional tools implemented by Institute of Management Melaka will be dicussed in Chapter 5
