Mustapha, Y.IBello, K.AOlowo, A.G2023-01-062023-01-0620152315-6325https://uilspace.unilorin.edu.ng/handle/20.500.12484/8197The continued rising competition in the fast moving consumer market (FMCG) of Nigeria is taking its toll on the performance of manufacturing firms in the soft drinking sector. Manufacturing firms in this sector that are desirous of performance are now using sales promotion as a strategy for boosting sales performance. The paper purposefully examines the impact of sales promotion on revenue generation of manufacturing firms using Nigerian Bottling company, Ilorin plant as a case study. The study collected ten years sales promotion campaign expenditure and sales revenue generation data of the firm under investigation ( i.e. from years 2004 to 2013). It also explores existing relevant literature on sales promotion to provide necessary conceptual and theoretical background for the subject matter. Ordinary Least Square (OLS) regression analysis was employed as analytical technique. The findingof the study revealed that sales promotion campaigns expenditure had significant impact on sales revenue generation of Nigerian Bottling company Ilorin plant. It was recommended that management of the firm should explore sales promotion campaigns as means of stimulating consumer purchases for the purpose of increasing the firm's sales revenue generation.enArticle