INTRODUCTION
The success of any business organization depends largely on consumer patronage. For any product or services of an organization to be suitable, it need to be communicated to the consumer. Not wit the product or services, are communicated to consumer, their existence cannot be recognized, hence patronage may not be realized.
Organization promote their good and service to the market and to the users of those product and service. They make use of a variety of promotional method, such as advertising personal selling publicity, of sales promotional such promotional tool may be use by any types of organization, whether commercial or non profit making, to communicate to, and persuade a target recipient or potential consumers that they should avail them suit to the product or service on offer.
Furthermore, A study of marketing communication, is therefore relevant to different types of organization, promotional activities are undertaking by commercial companies, trade association, government bodies, educational institutions, health advisory councils, political parties charities etc. it is an important area of study for the marketer, because of the large financial investment (expenditure) made in promotional activities. The advertising industry, in particular is a large and important sector in any western economy.
This industry is also showing signs of rapid growth in the lesser developed economies and in some socialist countries.
Modern marketing calls for modern firms to develop a good product, pricing it attractively and making it readily accessible to target consumer, this companies must design and create awareness about the existence, futures and forms how there will benefit the target market.
Sale promotion is one of the most important promotion tools in marketing of good and services, mutating communicate mix consist of the subject of marketing tools, that are primarily communicational in nature. They are tools normally classify under promotion, which is one of the controllable variable (which can called the promo tools) the promotional variables includes various forms of advertising, packaging, sale presentation, sale aids, (cataloques, trading stams premiums, free sample coupons) and publicity programme.
LITERATURE REVIEW
The writer found it important to start with this various definition of sales promotion offered by authors and writer as well.
Spilled (1975: pg; 7) defined sales promotion as a function in marketing of providing inducement to buy. Offered for a limited period only. The time and place where the purchasing decision are made. Which are supplementary to synonymous to promotion generally, where infact, it is not as sales promotion covers so many personnel selling, then by enhancing their effectiveness, it could also be used to describe a special campaign term which involve the use of certain technique such as price reduction coupon, combination, offers etc.
These activities posit the characteristic of other promotion tools.
LEVISION AND DELOZIER (1970; Pg. 678)
Defined sale promotion as, “Any direct inducement offering and extra value or incentive to consumer in other to stimulate quick and immediately purchases behaviour” those above definition in broad according to them necessary since may innovative techniques develop each year, necessary also went on to list tools as coupons, sampling premiums trade stamps, context and sweepstakes.