The effective application of the duo of advertisement and sales promotions are assumed by marketing theory to have a direct consequential effect on annual level of turnover. Before this can be achieved, both advertisement and sales promotion arc expected play some positive roles
directly or indirectly linked to motivating customers to increase their patronage. It is in the light of this that the researcher sought to investigate the roles played by both elements using Nigerian Breweries Plc as a case study. Although Nigerian Breweries Plc is generally
known to be the market leader in terms of its market share and sheer magnitude of it production facilities, it is very involved in both advertisements and sales promotion in the bid to continue to occupy this enviable position.
This study is carried out in five chapters. Chapter one which serves as an introduction covers the statement of the problem, objectives of the study, significance of the study, scope of the study, research methodology, statements of hypotheses, and the general definitions of major terms used
in the course of this study.
Chapter two is a general review of related literature and touches on such areas as the communication process, the definition of sales promotion, the definitions of advertising, types of advertisements, types of sales promotion, and the roles of sales promotion and advertising.
Chapter three dwells much on the case study chosen, Nigerian Breweries Plc, touching on such areas as operations, corporate mission statement, an overview of the Nigerian brewing industry, the brand profile of the company, the organisational structure of the company and the advertising
and sales promotions activities.
Chapter four is a presentation of data and analysis carried out. The researcher was able to generate data covering such areas as the redemption capacity of sales promotions of the company, awareness of Nigerian Breweries adverts, influence of sales promotion on sales during
and after sales promotions, influence of sales promotion in creating additional brand loyalists, and impact on youths to take to drinking alcoholic beverages. Also other areas covered by the research arc the perceived roles of advertising and sales promotion by the research population.
All responses received were collated and analysed using the simple percentage point analysis.
Also there was a test of the hypotheses that both annual expenditure on sales promotion and advertisement are directly related to annual levels of turnover.
Chapter five contains summary of the research findings, recommendations and the conclusion of the study. Some of the major recommendations include that the company should begin the process of formulating new ways of advertising and sales promotion of its products especially in
the face of a hostile social environment occasioned by the introduction of the new sharia legal system and a further research to de-emphasise both elements if necessary but to exploit the use of other elements of the marketing mix.
