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

• Main Author: Michael Segun Ogunmuyiwa
• Format: Article
• Language: English
• Published: Athens Institute for Education and Research 2022-01-01
• Series: Athens Journal of Business & Economics
• Subjects: publicity; sales promotion; digital marketing era; promotion mix; marketing tools; marketing performance
• Online Access: https://www.athensjournals.gr/business/2022-8-1-4-Ogunmuyiwa.pdf

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.