Examination of the Relevance of Traditional Promotional Strategy: A descriptive Method
Abstract
The paper examined traditional promotional strategy relevance in achieving marketing functions in Coca-Cola and 7UP, Lagos State, Nigeria. Survey method was adopted. The study population was the marketing staff. Questionnaire was administered on samples from selected companies. Respondents’ perceptions of traditional promotional strategy elements were discussed using the weighted mean. The study revealed that some traditional promotional elements were moderately relevant in marketing activities as internet is a complimentary tool. The study concluded that traditional promotional elements influenced moderately and slightly achievement of objectives, awareness, interest, product evaluation, trial and adoption of products despite the prevalence of digital marketing. Similarly, sales are enhanced in the short run; products differentiated from the competitors, relationship building enhanced and favorable news report are commanded. Managers concerned about maintaining competitive edge may find it appropriate to begin by examining promotional strategy adoption. Researchers are enjoined to identify variables that may modify research outcome