Document Type

Honors Project

First Advisor

Dr. Nauraddeen Nuhu

Degree Award Date

2025

Keywords

Advertising, Promotion, personal selling, social media, direct marketing, media

Disciplines

Business | Marketing

Abstract

It is generally acknowledged that marketers achieve promotion objectives through the optimal use of Advertising, Sales Promotion, Direct Marketing, Personal Selling, the Internet, and Social Media. Nevertheless, there is a widespread misconception when it comes to comprehending what promotion entails. Moreover, the distinction between various promotional tools, including their individual merits and demerits, remains largely underappreciated. Thus, to address this knowledge gap, the current study employed secondary data along with qualitative interviews to examine the application and effectiveness of various promotional tools across different communication contexts. The findings present a rich analysis and description of specific promotional tools, including Advertising, Sales promotion, Direct marketing, Social media, and Personal selling. Furthermore, the study findings revealed how marketers employ specific communication channels, including broadcast media, print media, and support media, to deliver promotion campaigns that boost sales and positive brand awareness. Finally, this study contributes to both theoretical and managerial knowledge by providing a greater understanding of promotion and promotional tools while offering guidance to managers on how they best employ strategic promotional planning to succeed in business.

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