alexa An Emperical Investigation of the Effectiveness of Sale
ISSN: 2165-7912

Journal of Mass Communication & Journalism
Open Access

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Research Article

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

Christiana Shade Ade-Johnson*

Department of Mass Communication, Rufus Giwa Polytechnic, Owo, Ondo State, Nigeria

*Corresponding Author:
Christiana Shade
Dept of Mass Communication, Rufus Giwa Polytechnic
P.M.B. 1019, Owo, Ondo State, Nigeria
Tel: 234-803-473-0783
E-mail: [email protected]

Received Date: May 20, 2014; Accepted Date: July 02, 2014; Published Date: July 09, 2014

Citation: Ade-Johnson CS (2014) An Emperical Investigation of the Effectiveness of Sales Promotion in Maltina and Malta Guinness Sales Promotion Strategies. J Mass Communicat Journalism 4:204. doi:10.4172/2165-7912.1000204

Copyright: © 2014 Ade-Johnson CS. This is an open-access article distributed under the terms of the Creative Commons Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original author and source are credited.



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 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.


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