Zeitschrift für Massenkommunikation und Journalismus

The Impact of Immediate Sales Promotion Techniques on Brand Recall

Abstract

Iyad A. Al-Nsour* and Saud A. Al-Sahli

The study aimed to resolve the impact of immediate sales promotion techniques on brand recall. The independent variable divided into three subvariables: price reductions, free samples, and purchasing vouchers. The research population is all foreigner workers in the private sector in Riyadh. A proportional stratification method was used, and the recommended sample size was 387 customers. The study concludes that a statistical impact of free samples on brand recall and there was no impact of immediate techniques on brand recall. Finally, the study presented and recommended a set of marketing implications to develop uses of sales promotion techniques in the retail stores.