ABSTRACT

 Sales promotion is one of the marketing communication element used to induce short-term demand in the marketing of industrial products. It is adopted to augment the efforts other promotes to enhance marketing objectives. It is based on the significance of sales promotion in achieving sales objectives of industrial products that the researcher was motivated to determine the sales promotior elements that are commonly in used in industrial markets; determine the factors considered when choosing sales promotion tools; ascertain how sales promoion can help in outmaneuverinq competition etc. The study adopted a sample size of 120 using judgemertal sampling procedure. The study made use of primary data which wee collected using questionnaires, and secondary data that were collected from the financial records of the enterprises. The primary data were anaiyzed using ¶imple percentages; while the secondary data were analyzed using simple regression model. After the study, the researcher coniuded that sales promotion enhances sales and profitability in the industrial markets. And thus recommended that sales promotion should be adopted in the marketing of industrial products in Abia State.