WAEC SSCE Marketing
Study notes for Sales Promotion — part of the WAEC SSCE Marketing syllabus. 2 learning objectives with explanations and exam tips.
Sales promotion refers to short-term marketing activities designed to encourage customers to buy products quickly. Unlike advertising which creates awareness, sales promotion directly motivates immediate purchase through incentives and special offers.
The main functions of sales promotion include increasing sales volume rapidly, clearing old stock, introducing new products to the market, and competing effectively with rivals. Sales promotion also builds customer loyalty and creates excitement around brands.
Common examples in Nigeria include Dangote Sugar's "buy two, get one free" offers during festive seasons, or when supermarkets like Shoprite offer discounts on groceries. These tactics work because they give customers immediate reasons to choose one brand over another.
Sales promotion is particularly powerful in Nigeria's competitive retail environment where businesses must constantly fight for customer attention and wallet share.
Sales promotion means offering customers special incentives to encourage them to buy products quickly. There are several forms you must know for your WAEC exam.
Price-off gives discounts on products, like when Shoprite reduces prices during sales. Coupons are vouchers customers cut from newspapers or collect in-store to get discounts. Salesmen competitions motivate staff through prizes for hitting sales targets. Loyalty schemes reward regular customers, similar to how MTN gives bonuses to frequent recharge users. Premium offers provide free gifts with purchases—imagine getting a free cup with your Milo tin. Trade-in-allowance lets customers exchange old items for credit toward new ones. Sampling distributes free product trials so customers experience quality before buying. Training schemes equip retailers with product knowledge. Merchandising incentives like displays and posters attract shoppers' attention in stores.