Journal of Emerging Trends in Economics and Management Sciences: Home

Abstract:
This study is on sales promotion and its effects on advertising revenue of TV Africa, Ghana. The study focuses on how sales promotion is used to generate revenue, how it is done, the common sale promotion tools and strategies adopted by the company, and to find out if sale promotions increase advertising revenue. Sales promotion is an important component of any organization's overall marketing strategy along side advertising, public relations, and personal selling. The study is significant because, it contributes to new knowledge by filling and reducing the gap that exist in the understanding of sales promotion by management and other stakeholders in the media network business. It also serves as source of references to other researchers in this field. A descriptive research design was applied to describe sale promotion activities of the organization. The sample size employed 41 respondents from TV Africa. Questionnaires were administered to the sampled population to collect primary data and an interview was also conducted with management to get some key information which is needed for this study. However, the study made use of simple random sampling in selecting the clients, purposive sampling for management and employees in marketing, accounts and operation departments. The result of the study indicated that guarantees and warranties, souvenirs, discounts offer and give away are the mostly adopted sales promotion tools by TV Africa. Chi-square test is used to check the significant of sale promotions to increasing advertising revenue. It was concluded that management should continue modifying or updating its sales promotion activities according to the taste and preferences of its customers and the public at large.

Keywords: sales promotion, advertising, revenue, budget, target and tools.

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