Sales promotions remain an important component of an integrated marketing communications program.
- What tips appear in the Salesforce article? Apply them to the various types of consumer promotions described in Chapter 12.
- What promotions were offered by IKEA? Explain how they were effective in reaching key communications goals.
- In what ways might online sales promotions differ from those offered in retail stores? Which consumer promotions are common to both online and retail?
- Apply the metrics described in the Effectiveness article to the various forms of sales promotions.