In this tutorial we continue our coverage of promotion decisions with an overview of the different types of promotional methods available to marketers. Our main objective in this section is to lay the groundwork for more in-depth discussion of each method in later sections by focusing on the underlying characteristics of each type of promotion. We will see this by isolating eight key characteristics.
As will be shown, each promotional method offers advantages and disadvantages which will affect which promotional method the marketer will choose.
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