C/M/848. Proposal. Evaluation of the Sales Promotions Strategies of SMEs in Nigeria

The paper proposes research into the effectiveness of sales promotions strategies for SMEs in Nigeria. Not only are SMEs vital to the Nigerian economy, but there sales effectiveness has suffered at the hands of cheap imports. This dissertation proposal therefore makes the case to investigate how effective the sales promotions of Nigerian SMEs are in meeting customers' needs across the various stages of the consumer buying process.

S/M/247. 'Tis The Season To Be Gorgeous'

The paper examines the Marketing Mix strategies of advertising and sales promotion providing definitions of both strategies and discussing their techniques. The example of Boots' Christmas campaign "Gorgeous" is used.

E/M/57. Use of celebrities in promoting new products

The paper examines celebrity endorsement (CE), or the use of a well-known person to support the launch of a new product. The challenges, benefits, outcomes and problems of CE campaigns are discussed.

S/M/53. 'The use of sales promotions de-emphasises brand equity and brand loyalty.' Analyse and evaluate the arguments for and against this statement.

Sales promotion is a tool of the promotional marketing mix largely used by companies. Anyway, in the long run it is feared that sales promotions increase price sensitivity and destroy brand equity, both with retailers and customers. This essay looks at the possible negative effects of sales promotions on brand equity and brand loyalty, striving to understand whether promotion hurts or help a brand appears. Both theory and empirical research are taken into account.

P/M/145. Many academics consider that sales promotion is essentially a shot-term tactical device which has no lasting effect on brand franchise. Why is this view flawed and what are the long term strategic benefits of sales promotion?

This essay looks at sales promotions, its attributes and effects and the ways in which sales promotions can be used as the long term strategic marketing tools.