247Ebook Project: THE NATURE AND PRACTICE OF SALES PROMOTION IN NIGERIA

THE NATURE AND PRACTICE OF SALES PROMOTION IN NIGERIA

ABSTRACT

This is a research project carried out to identify and determined the nature and practice of sales promotion in Nigeria. A sample of 466 respondents were selected from the consumer and industrial managers. Both primary and secondary data were collected and analyzed using chi-square test. The researcher, based on the data collected and analyzed, summarized, concluded and recommended as follows: That sales promotion managers (users) should have mastery of scheduling sales promotion campaign. The promotion should be moderately entertaining and brief so that an induce audience remained exposed to the promotion. They should know at what point(s), in the product life cycle of any goods or services they are marketing, sale promotion is most likely to be effective. Government should take additional measures at intraprofessional and consumer levels to further ensure the maintenance of ethical standards in sales promotion campaigns in Nigeria. Finally management should establish the sales promotion objective(s) select appropriate tool or technique(s), develop the programme, pretest the ideas, implement and control the programme and evaluate the consumers response or depth or impact.



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