Throughout this topic as you learn about each element of Promotions selection and measurement, consider the following points and note your thoughts for discussion in subject sessions:

(1) What do you perceive as the strengths and weakenesses of each metric?

(2) Is each metric applicable only to sales promotions, or can it be useful when measuring other types of marketing activity outcomes?

(3) Is each metric suitable for traditional promotional activities, digitally based promotional activities or both?