CHAPTER ONE: INTRODUCTION                                                          1

1.1      Background to the Study                                                                  1

1.2      Statement of the Problem                                                                 3

1.3      Aim of the Study                                                                              3

1.4      Significance of the Study                                                                  4

1.5      Scope of the Study                                                                           4

References                                                                                                 5

CHAPTER TWO: LITERATURE REVIEW                                               6

2.1      Commercialization                                                                           8

2.2      Organizational Promo                                                                      8

2.3      Theoretical Review                                                                          9

2.3.1   Performance Theory                                                                         10

2.3.2   The Theory of Sense-Making                                                            11

2.4      Dance                                                                                              12

2.4.1   Various Usages of Dance                                                                 14

2.5      Dance as Communication                                                                 16

2.5.1   Dance as a Nonverbal Communication Codes                                    16

2.5.2   Dance as a Nonverbal Context                                                          19

References                                                                                                 22

CHAPTER THREE: METHODOLOGY                                                     24

3.1      Introduction                                                                                     24

3.2      Qualitative Research                                                                        25

3.3      Quantitative Research                                                                      25

3.4      Secondary Source of Data                                                                26

3.4.1   Library Methods                                                                              26

3.4.2   Internet Sources                                                                               26

3.4.3   Interview                                                                                         27

3.4.4   Observational                                                                                  27

CHAPTER FOUR                                                                                      28

4.0      Introduction                                                                                     28

4.1      Pre-Production Stage of Commercialized Dance                                28

4.2      Production Stage of Commercialized Dance                                      30

4.3      Post-Production Stage of Commercialized Dance Performance 32

4.4      Challenges of Dance Commercialization                                           35

CHAPTER FIVE:    SUMMARY, CONCLUSION AND

                               RECOMMENDATIONS                                             42

5.1      Summary                                                                                         42

5.2      Conclusion                                                                                      43

5.3      Recommendations                                                                            44

BIBLIOGRAPHY                                                                                      45

APPENDIX: INTERVIEW GUIDE                                                            48 

Increasingly, market segments are conceptualizing in terms of activities, aspirations, and the influences and behaviors which constitute the foundations of the many subcultures within which people exist. Most organizations now adopt the dance for promoting their good and services. Although dance has successfully been used as marketing strategy through road show but there is hardly any study in Olabisi Onabanjo University that examines, the process of production, challenges and prospects of using dance as commercial strategy in product and service marketing. This study therefore attempt to provide written record on the process, challenges, and prospect of commercializing dance through organizational promo. This study is anchored on Performance Theory and Theory of Sense-Making. Performance theory was employed as an analytical tool to explore how organization used dance groups performance that are deployed to help the organization in achieving her their set products promotional/advertisement goals which seeks to explain the importance of dance performance in organizational promo. Theory of Sense-Making was used to analysed how dance rather than words and image are used in communicating commercial message to the consumers of a product or services. The study adopted qualitative research method which involved the use of interviews and participation/observations to gather information from Tecno Mobile Organization dance troupe. The study revealed that dance is been used by organizations to attract consumers to buy their products because it is seen as a component of marketing strategies by organization that adopt it. It also showed that the pre-production stage of dance is sometimes a challenge while the production stage is like fun to the dancers and the post-production stage have been a challenge to the organizer because they lose some of their dancers due to tertiary admission, better job from other organization and other organization that offer them more payment.