Re-examination of sales promotion effectiveness: A descriptive approach

Abstract

The research focuses on sales promotion effectiveness in Coca- Cola and 7UP Soft Drink Companies in Lagos, Nigeria. The study is important because of the observable huge budget on sales promotion in the industry. The study adopted survey research design using structured questionnaire. The mean and percentage value of the respondents were used to analyze data. Findings showed sales promotion enhanced sales growth, differentiates products from competitors and advertising efficiency decline did not increase sales promotion useage. The study concluded that sales promotion is a veritable tool to achieve marketing promotion objectives.The study contributed to the wholesomeness of sales promotion theory with right track assurance to marketing practitioners.To have competitive edge, managers by implication must appreciate sales promotion potency.