Impact of Sales Promotion on Sales Volume, in Unilever (Nig.) Plc

1171 WordsNov 27, 20125 Pages
Impact of sales promotion on sales volume, in UNILEVER (Nig.) PLC Introduction For years, most companies concentrated their promotional functions through the use of sales promotions through mass media advertising. In almost all aspects of marketing communication, companies depend on expertise of advertising agencies. Although, most marketers have already introduced and used other marketing communication and promotional tools, package design firms, direct marketing agencies and sales promotion were generally considered as supplementary services and were only used on specific projects. Agencies on public relations were employed to handle the affairs, publicity and image of a company to the targeted public. However, these services…show more content…
Furthermore, this method helps avoid particular intermediary costs like distribution inventories as well as the maintenance of costly retail shops. However, such advertising approach also entails problems such as piracy and violation of property rights. Several models have been proposed in order to evaluate the impact of advertising to consumer behavior. In the model developed by Rodgers and Thorson (2000) for example (See Figure A), the model shows a number of factors in internet advertising that can influence consumer behavior. The consumer-controlled section on the first part of the model identifies the different factors that encourage consumers to use the internet. Their reaction or response to advertisements seen on the net will depend on the advertiser-controlled factors as well as the consumer mode. Ad types, formats and features play a significant role in influencing consumer behavior, leading to multiple results as indicated in the outcomes section. Reference Assael, H. (1995). Consumer behavior and marketing action. 5th ed. Cincinnati: South Western College. Bailey, S., and Schultz, D. (2000). Customer/Brand Loyalty in an Interactive Marketplace. Journal of Advertising Research, 40(3), 41. Biocca, F., Daugherty, T. and Li, H. (2002). Impact of 3-D Advertising on Product Knowledge, Brand Attitude, and Purchase Intention: The Mediating

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