CHAPTER ONE

1.1   INTRODUCTION OF THE STUDY

Sales promotion is a very important promotional mix in marketing because it plays a very important role for the survival of a new and existing product; it helps to develop the economic of the country. Sales promotion also offer short – term incentives to the customer to induce purchase for a particular product, it is therefore said that, while advertising offer a product with a reason to buy, sales promotion offer the product with an inventive to buy.

In other word, sale promotion also serve as a strategy of achieving cooperate objective in Nigeria, It also play major role through this it build product awareness, sales promotion techniques are highly effective in exposing customers to product for the first time and can serve as key promotion component in the early stage of new product awareness, several sales promotion techniques posses the added advantage capturing customer information at the time of exposure to the promotion. Interest can also be created through sales promotion because marketer find that sales promotion are very effective in creating interest in product, infect creating interest in often considered the most important use of sales promotion is also to build demand by confusing customer to make a purchase special promotion especially those that lower the cost of ownership to the customer (example price production) can be employed to stimulates sales for the cooperate objective to be achieved in an organization some of the sales promotion techniques are game, context, premium, product demonstration, point of purchase (P.O.P).

The negative effect of sales promotion is it will yield fast and measurable responses in sales but it will not yield new loyal nor term buyer in nature markets.

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