What you’ll learn to do: explain the promotion mix, promotion strategies, and the process of developing a successful promotion for both traditional and digital channels

Ask yourself whether you’ve ever done any the following: used a coupon, entered a contest, watched a television advertisement, gotten a rebate, or used a loyalty card to earn points or discounts. If you have, then you’ve experienced the promotion component of the marketing mix without even realizing it!  How and why companies use promotions to achieve market goals and objectives is the subject of this next section.

LEARNING ACTIVITIES

The learning activities for this section include:

• Reading: The Promotion Mix: The Fourth P
• Self Check: Promotion Mix

Take time to review and reflect on this activity in order to improve your performance on the assessment for this section.