Sales promotions remain an important component of an integrated marketing communications program.

Resources:

Discussion Questions:

  1. What tips appear in the Salesforce article? Apply them to the various types of consumer promotions described in Chapter 12.
  2. What promotions were offered by IKEA? Explain how they were effective in reaching key communications goals.
  3. In what ways might online sales promotions differ from those offered in retail stores? Which consumer promotions are common to both online and retail?
  4. Apply the metrics described in the Effectiveness article to the various forms of sales promotions.

About Dr. Donald Baack

Co-author of textbook.

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