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Promotions
Promotion Discussion
School of Business, Liberty University
Author Note
I have no known conflict of interest to disclose.
Correspondence concerning this article should be addressed to
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Promotions
Overview
Companies use a plethora of marketing strategies to promote and sell their products.
Promotion is a technique in the marketing mix companies use to communicate or promote their
product or service to their market segment. Promotion is comprised of public relations, sales, and
direct marketing (Al-Zyoud, 2019).
We see multiple different strategies employed in everyday life. Companies use price
promotions where they offer incentives, such as free shipping and coupons to attract customers to
purchase their products. Other promotional strategies include offering discounts on products or
services during specific times of the year, such as holidays or birthdays. Companies also take
advantage of major televised events to advertise products to a large audience, such as the
Superbowl or the Olympics.
Free Shipping
In the online world of shopping, there are many advantages for consumers. Consumers
get to purchase products and services from within the comfort of their own home or on an
application on their smart phone, they get to avoid long lines and crowds at stores, and they can
shop whenever they feel like it, not bound by time restraints such as when the store is open.
However, there is one major pitfall to online shopping, and that is online shipping fees,
especially given shipping rates are largely based upon the weight of the product.
Consumers are acutely aware of the rise in shipping costs. Many consumers will avoid
