ABSTRACT

            Sales promotion is much more diverse than either personal selling or advertisement firms defines it in different ways depending on what they want to achieve.

            Association of marketing, America defines it as those marketing activities other than persons Sal selling that stimulates consumers purchasing power and dealer effectiveness such as displays, shows, exhibition, demonstration and various non-recurrent selling effort not in the ordinary routine.

            The essence of this project work is therefore to review in broad terms the different types of sales promotion campaign, and the efficacy and the efficacy and the effectiveness of sales promotion in the achievement of organizational goal.

            In general, this study will be emphasizing on the efficiacy and effectiveness of sales promotion on consumers product like Nigeria bottling company product. for sales promotional programmes to be effective, the company should improve on their budget allocation to sales department as well introduces other sales promotional devices which they have not practiced like trade contest, collateral sales materials, advertising specialties and slotting allowances this will  go along way to make sales promotion much effective and as much increase turnover for the company.

            In chapter two, related literature  which the view of other authors were reviewed whole chapter three which is research design and methodology, the sampling techniques used was probability sampling techniques. The source of data were primary and secondary source. The primary source include the use of questionnaire, personal interview while newspaper, journals,  textbooks and business magazine were the secondary source.

            In chapter four, the presentation of data were made by percentage method and the hypothesis test used is chi- square (X2) .

            Based on the findings, the result reveals that the efficacy of sales promotional campaign stimulates the consumers purchase  of Nigeria bottling company (NBC) product.

            In addition, it is advised that adequate time planning and budget can be made and allocation should be made to sales department of the firm so as to carry out necessary arrangement for sales promotional programme in the right time.

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