The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria

Michael Ogunmuyiwa ()

Athens Journal of Business & Economics, 2022, vol. 8, issue 1, 65-78

Abstract: Sales promotion and publicity are key promotional marketing tools which have assisted organizations to wax stronger in a global competitive environment. This study investigates the significance of publicity and sales promotion in Nigeria. The research design adopted for this study is survey research design while the sampling technique adopted is simple random sampling technique The Chi-square method is used to test the hypothesis based on the responses from the five-point Likert rating scale of the structured questionnaire. The findings reveal that publicity and sales promotion are veritable tools for achieving organizational marketing goals in a competitive marketing environment. It is recommended that publicity and sales promotion should be well utilized to stimulate customers demand, boost organizational reputation without detriment to product quality and performance.

Keywords: publicity; sales promotion; digital marketing era; promotion mix; marketing tools; marketing performance (search for similar items in EconPapers)
Date: 2022
References: View references in EconPapers View complete reference list from CitEc
Citations:

Downloads: (external link)
https://www.athensjournals.gr/business/2022-8-1-4-Ogunmuyiwa.pdf (application/pdf)

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:ate:journl:ajbev8i1-4

DOI: 10.30958/ajbe.8-1-4

Access Statistics for this article

More articles in Athens Journal of Business & Economics from Athens Institute for Education and Research (ATINER)
Bibliographic data for series maintained by Afrodete Papanikou ().