INTRODUCTION
Sales promotion can be defined as a short-term incentive to encourage the purchase or sale of a product. Marketers in almost all categories of goods and service industries, attempt to build product category needs, create brand awareness, and facilitate purchases through effective communications and sales promotion.
Communication is the process of establishing commonness or understanding between a sender and a receiver. Gemmy A. (1999). Integrated marketing communications is the coordination of all promotional activities to produce a unified customer-focused message.
Professionals in the organizations are responsible for integrating and coordinating all communications in order to deliver a clear, consistent, and compelling message about the organization and its products. Integrated Marketing Communications in which sales promotion is an integral part begins with the identification of consumer needs. It includes managing every aspect of the image an organization wants to deliver, which involves coordinating the look and feel of each element, as well as coordinating the timing of various promotion elements. Then the organization must deliver that image through everything that they do, because everything communicates something about the brand being promoted.
The increasing complexity and sophistication of marketing communications requires careful promotional planning to coordinate Integrated Marketing Communications strategies. It is imperative to mention here that the objectives of communications include: Informing, persuading, reminding, adding value and assisting other organizational efforts. The communication process involves six basic elements: sender (encoder), message, channel, receiver (decoder), noise, and ...