An Emperical Investigation of the Effectiveness of Sales Promot ion in Maltina and Malta Guinness Sales Promotion Strategies

Ade-Johnson Christiana Shade
2014 Journal of Mass Communication and Journalism  
Modern business relies by and large to a great extent on sales promotion. In introducing and retaining a product or service, proponents of the product and service depend on sales and marketing promotions. It is against this backdrop that this study is borne to investigate the use of sales promotion as promotional strategy in the malt market in Nigeria using two malt drinks-Maltina and Malta Guinness as samples. The study investigated the effectiveness of sales promotion in the main market unit
more » ... e main market unit in the beverages industry in Nigeria. With 500 respondents and two Field managers in the two major malt producers in Nigeria, the study used survey method of data gathering using questionnaire and interview guide as instruments. It found out that sales promotion is an effective promotional tool for the introduction and retaining customers' loyalty and awareness. Journal of Mass Communication & Journalism J o u rn al of M a s s C o m munic a ti o n & Jo urna lis m
doi:10.4172/2165-7912.1000204 fatcat:xe7w5qd33napzk5pgntxvms5cu