Abstract

This study aimed to examine how modern advertising techniques affect sales in the food and beverage industry, using Almarai Company in Saudi Arabia as an example. The study explores four aspects of modern promotion: using social media and digital platforms, running online advertisements, providing discounts and bargains, and collaborating with influencers to engage consumers. The study employed a case study methodology with secondary data. Almarai's annual and integrated reports, official corporate documents, campaign-related materials, and pertinent scholarly articles were the sources of the information. Using data from documents and trend analysis, the analysis examines the relationship between promotional actions and sales outcomes. Using data from documents and trend analysis, the analysis examines the relationship between promotional actions and sales outcomes. The outcome that is dependent on the application of modern promotional methods, which are the variables under investigation, is sales volume. Revenue is not seen as a replacement for actual sales volume; rather, it is solely utilized as supporting evidence. The findings demonstrate that Almarai's present marketing initiatives are associated with improved sales outcomes. Digital and social media initiatives, such as the Milk Motto campaign, which increased sales of fresh milk, provide the best proof. Seasonal advertising and sales promotions also demonstrate a link between these activities and sales performance. Because public data does not consistently display sales results for individual campaigns, there is less proof about online advertising and influencer marketing. According to the report, Almarai's marketing initiatives heavily rely on contemporary methods of product promotion. Nevertheless, the data collected from available sources is insufficient to pinpoint the precise impact of any promotion strategy on sales.

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