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With four licensed mobile operators doing business in a country of an estimated 30 million people, competition in Ghana's telecom sector is arguably more intense than in any other sector of the economy (Ghana Business & Finance Magazine; Feb. 2011 Edition). In 1994, the Government of Ghana deregulated the telecom sector and took an important step in embracing the potential of a competitive market to generate growth and innovation in the sector. Since then, the telecommunication industry has grown tremendously and currently has four telecom operators, namely MTN Ghana, Airtel-Tigo, Vodafone Ghana, and Globacom. The increased competition in the industry has, however, resulted in several communication tools being employed by marketers to help them succeed in this era of competitions. One of the commonly used communication tools by the Ghanaian telecom providers is sales promotion. The purpose of this study is therefore to provide a better understanding on how sales promotion is usedin the Ghanaian telecommunication industry and then examine its effects on sales volume and customer loyalty by using Airtel (one of the leading mobile network in Ghana) as a case study.