Dissertation (MA Business Administration)The study was carried out in Musoma Urban at Airtel Tanzania. This study was designed to find out the effectiveness of promotion activities towards sales revenue in telecommunication industry taking Airtel Tanzania Limited as a case study. It describes the relationship between promotion activities and sales volume of Airtel Tanzania Limited. The study used both qualitative and quantitative methods through questionnaire and semi structured interviews. A simple random sampling design was used to select respondents from the clients and purposive sampling was used to select staff respondents. The study covered 96 respondents and data was collected with the help of questionnaires and an interview guide. Data presentation was done using tables showing frequencies and percentages. Data analysis was done using a computer package of SPSS. The findings were that Airtel (T) Ltd has promotion activities in place which it was using, that there is a strong positive relationship between promotion activities and sales volume with a correlation (r) of 0.872 implying more efforts put towards the promotion activities would increase sales volume by 87.2%. The study recommended that the company should put a lot of emphasize in planning promotional programs. That is a good plan should be appropriate, feasible, comprehensive, time specific and regularly reviewed. The company should budget and schedule promotional programs. Proper management of the above two aspects would lead to setting benchmarks for the control phase of the management process. It should set promotional goals and strategies because management is a goal directed activity