Journal of Mass Communication & Journalism

Christiana Shade Ade-Johnson

Publications

• Research Article
  An Emperical Investigation of the Effectiveness of Sales Promot ion in Maltina and Malta Guinness Sales Promotion Strategies
  Author(s): Christiana Shade Ade-JohnsonChristiana Shade Ade-Johnson
  
  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... Read More»
  DOI: 10.4172/2165-7912.1000204

  Abstract PDF