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

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  • Michael Segun Ogunmuyiwa

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.

Suggested Citation

  • Michael Segun Ogunmuyiwa, 2022. "The Influence of Publicity and Sales Promotion on Marketing Performance in Nigeria," Athens Journal of Business & Economics, Athens Institute for Education and Research (ATINER), vol. 8(1), pages 65-78, January.
    • Handle: RePEc:ate:journl:ajbev8i1-4
    DOI: 10.30958/ajbe.8-1-4
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    References listed on IDEAS

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    1. Sajid Tufail & Rashid Saeed & Hashim Zameer & Muhammad Bilal & Bilal Naeem, 2014. "Impact of Sponsorship and Publicity on Brand Equity," International Journal of Academic Research in Business and Social Sciences, Human Resource Management Academic Research Society, International Journal of Academic Research in Business and Social Sciences, vol. 4(12), pages 15-23, December.
    Full references (including those not matched with items on IDEAS)

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