ABSTRACT
This is a research project carried out to identify and determined the
nature and practice of sales promotion in Nigeria. Samples 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: Those 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 intra-professional
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
