Key Features:

No of Pages: 42
No of Chapters: 5

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Abstract:

Advertising and sales promotion has not only become an integral part of our society and economic system but has also grown over the year to assume tremendous proportions both as a business activity and social phenomenon. It has affected not only the business sector but also the whole society (Oghudge, 1993)

Advertising and sales promotion have been seen as the life wire of an organization which helps in the creation of awareness educating and informing consumers/customers about a particular product, which will help in increasing a company sales turnover and more profit to the organization sine all business organization or firms that are being with the aim of making a profit, it will be advantageous that companies adopt that marketing mix in its operation to keep it going. Since consumers need to be aware or informed about a particular product advertising can also be made known to society so as to avoid mix up in certain information being passed out to them (the society). after this has been done, companies also apply their sales promotion which helps in retaining the customer's patronage and makes them loyalists to the product, and this results in sustaining high sales volume and more profit to organizations. In fact, advertising and sales promotion are very significant throughout the life of a product because of the roles they play, which bring about more sales and profit to an organization or firm(Robert,2001). Consequent to the above the researcher is interested in finding out the role that marketing mix plays in the business sector.