Apply It 15.4: Promotion

  • Understand the difference between integrated marketing communication and the promotion mix
  • Recognize the advantages and disadvantages of common marketing communication methods

Promotional Strategy

This Apply It continues using the Walmart case study video from earlier in this module. The video is included below in case you want to refresh your memory about specific details, but if you have already watched it, you don’t need to watch it again.

Costco has a unique promotional approach.

You can view the transcript for “Why Costco Went All in on Kirkland — and How It Paid Off” here (opens in new window).

How does the Costco shopping experience itself serve as a promotional tool for Kirkland products?