Category: Management

Feb 12 10:59pm

Reply from Jonathan Vest

Promotion Strategy

Jonathan Vest

School of Business, Liberty University

BUSI 745: Marketing for Competitive Advantage

Dr. Fiacco

12 February 2026

Author Note

Jonathan Vest

I have no known conflict of interest to disclose. Correspondence concerning this article should be addressed to Jonathan Vest. Email: Jvest8@Liberty.edu

Promotion, the communication component of the marketing mix, has become increasingly complex as digital channels expand, consumer privacy expectations intensify, and selling roles evolve toward data-enabled, hybrid interactions. Contemporary scholarship suggests that effective promotion is no longer a matter of selecting a single best tactic (e.g., advertising or personal selling), but rather designing an ethical, coherent promotional mix that fits the customer journey while respecting stakeholder trust. This synopsis examines three peerreviewed articles that represent major promotion tools: sales promotion (mobile coupons), advertising (privacy and personalization), and personal selling (B2B sales role evolution). Synthesis of crossarticle insights integrate biblical worldview emphasizing truthfulness, stewardship, and respect for persons.

Article 1: Mobile Coupons and Behavioral Outcomes

Chu and Joo (2024) investigate trafficboosting mobile coupons using a randomized field experiment with over half a million consumers in South Korea. Their work is significant for promotion scholarship because it connects the design of a sales promotion (message content and timing) to downstream behaviors, coupon response, store visits, and purchase amount, rather than limiting effectiveness to redemption metrics. The authors highlight that mobile promotions should be measured across multiple points in the customer journey, especially because storing and redeeming mobile coupons can be behaviorally frictional, potentially causing a gap between initial engagement and store visitation.

Methodologically, the study employs experimental manipulation of message frames (e.g., making the discount value salient or building a personal connection) and varies the dayofweek distribution context. A key finding is that message content shapes store visits through responsetocoupon, suggesting that engagement is not merely an intermediate metric but a mechanism by which promotions translate into behavior. In doctoral terms, the study contributes to causal inference in promotional research by pairing field experimentation with multistage behavioral measurement, strengthening external validity relative to purely simulated experiments.

From a managerial standpoint, Chu and Joo (2024) imply that sales promotions are most effective when designed to reduce cognitive ambiguity (e.g., clearly communicating discount value) and increase relational warmth (e.g., personal connection), while also accounting for contextual timing effects. Theoretically, their use of contextual marketing logic underscores that promotions are interpreted within lived circumstances, time scarcity, attention constraints, and shopping rhythms, rather than in a vacuum.

Article 2: Privacy as a Constraint and Research Agenda

Boerman and Smit (2023) provide a systematic review of privacyfocused advertising research and outline a forwardlooking agenda relevant to promotion strategy in a privacybydesign environment. They conclude that privacy concerns intersect with numerous ad formats and are commonly framed in three ways: ethical/regulatory context, individual differences, and explanations for advertising responses and effects. This is especially relevant for modern advertising where personalization, targeting, and algorithmic optimization are dependent on consumer data.

The review notes that key theoretical lenses include the privacy paradox, privacy calculus, and persuasion knowledge model, indicating that consumers often weigh benefits of relevance against perceived surveillance costs. Importantly, Boerman and Smit (2023) argue that the field must address emerging topics such as personalization in public settings, privacy cynicism, and potential future constraints on personalization, issues that affect not only advertising outcomes but also brand legitimacy and trust.

This papers contribution is not a single effect size but an integrative scaffolding that clarifies how privacy constructs have been operationalized and where conceptual gaps persist. In promotion strategy terms, it implies that advertising effectiveness increasingly depends on a firms capability to earn permission (explicitly or implicitly) to personalize, and to communicate transparently about data use. This aligns with the growing need to treat privacy not merely as compliance, but as a relational and reputational asset within promotion.

Article 3: The Changing Competency Profile of B2B Sales

Elhajjar, Yacoub, and Ouaida (2023) examine the present and future of the B2B sales profession and how digitalization and analytics reshape personal selling. Their research is especially useful for the promotion mix because personal selling remains a core promotional element in complex, highinvolvement B2B contexts. The authors conduct three studies: (1) content analysis of 565 B2B job descriptions across multiple countries, (2) development of an updated sales position taxonomy based on a survey of 380 B2B salespeople, and (3) 33 semistructured interviews to predict future skill requirements.

They argue that AI and big data analytics are shifting selling work by automating both routine and more cognitively complex tasks, thereby changing what organizations expect from sales professionals. The study highlights growing demand for blended competencies, traditional relationshipbuilding plus analytical and technological fluency, suggesting that promotion via personal selling is increasingly techaugmented. Their discussion of updated taxonomies also matters: without modern classifications, sales education, hiring, and performance evaluation risk misalignment with actual role requirements.

Integrative Discussion

Taken together, these three articles suggest that promotion effectiveness hinges on mechanism clarity, trust stewardship, and capability alignment. First, Chu and Joo (2024) show that sales promotions work through measurable mechanisms (responsetocoupon mediating store visits), reminding scholars and practitioners that engagement must be conceptually tied to downstream behavior to avoid vanity metrics. Second, Boerman and Smit (2023) emphasize that advertising effectiveness is increasingly bounded by privacy perceptions and consumer meaningmaking, which implies that promotion cannot be optimized solely through targeting precision; it must be optimized through ethical legitimacy. Third, Elhajjar et al. (2023) demonstrate that personal selling is being reconstituted by AI and analytics, so promotional strategy must include humancapital development and technology enablement as strategic prerequisites.

Biblical Integration

A biblical worldview sharpens the ethical lens for promotion. Proverbs 11:1, The Lord detests dishonest scales, but accurate weights find favor with him. (New International Version Bible, 2011), warns that dishonest scales are detestable underscoring that promotional tactics must avoid manipulation, hidden costs, and misleading claims, particularly salient for discount framing and personalized persuasion. Likewise, Ephesians 4:25, Therefore each of you must put off falsehood and speak truthfully to your neighbor, for we are all members of one body (New International Version Bible, 2011), calls for putting away falsehood and speaking truthfully, which directly challenges deceptive advertising practices and supports transparent data use and disclosure. Finally, Colossians 3:23, Whatever you do, work at it with all your heart, as working for the Lord, not for human masters, (New International Version Bible, 2011), exhorts believers to work wholeheartedly as for the Lord, implying that promotional decisionmaking should reflect excellence and integrity rather than opportunism, relevant for designing promotions that respect consumers and for training sales professionals toward serviceoriented value creation.

References

Boerman, S., & Smit, E. (2023). Advertising and privacy: An overview of past research and a research agenda. International Journal of Advertising, 42(1), 6068.

Chu, W., & Joo, J. (2024). Targeting effectiveness of mobile coupons: From exposure to purchase. Journal of Marketing Analytics, 12, 342354.

Elhajjar, S., Yacoub, L., & Ouaida, F. (2023). The present and future of the B2B sales profession. Journal of Personal Selling & Sales Management, 44(2), 128141.

New International Version Bible. (2011). Zondervan. (Original work published 1978)

Feb 12 11:05pm| Last reply Feb 14 11:41am

Reply from Shane Jackson

Discussion Thread: Promotion

Shane Jackson

School of Business, Liberty University

BUSI 745: Marketing for Competitive Advantage

Author Note

Shane Jackson

I have no known conflict of interest to disclose.

Correspondence concerning this article should be addressed to

Shane Jackson

Email:

Discussion Thread: Promotion

Promotion is a fundamental element of the marketing mix, encompassing a variety of strategic activities aimed at shaping consumer perceptions, influencing purchasing behavior, and enhancing brand equity. Traditionally, marketing experts have framed promotion within the context of the 4Ps: product, price, place, and promotion (McCarthy, 1960). In this framework, promotion typically encompasses activities such as advertising, personal selling, public relations, and sales promotions. However, in the digital era, the landscape of promotion has evolved considerably. It has become increasingly data-driven and personalized, allowing companies to target specific consumer segments with enhanced precision.

Recent peer-reviewed literature emphasizes the significance of integrated promotion strategies. These strategies not only prompt immediate consumer reactions but also foster long-term brand loyalty. The transition from a transactional marketing approach to a relational one highlights a movement toward more sustainable promotional methods that prioritize trust-building and value creation (De Pelsmacker et al., 2019). This shift is particularly pertinent in todays digital environment, where consumers are increasingly skeptical of traditional overt persuasion techniques and demand more authentic and transparent interactions from brands.

Digital Advertising and Promotional Effectiveness

In today’s digital landscape, advertising remains one of the most significant promotional tools, particularly on online platforms where consumers are inundated with branded content. However, as noted by De Jans, Cauberghe, and Hudders (2018), the effectiveness of digital advertising increasingly hinges on its credibility, relevance, and the consumer’s trust in the brand. Their research indicates that younger consumers are more inclined to engage with advertisements that resonate with their personal values and identities. Conversely, they tend to reject ads perceived as manipulative or excessively persuasive. This evolution necessitates a reevaluation of promotional strategies, emphasizing authenticity, transparency, and alignment with consumer beliefs.

This trend mirrors the contemporary shift in marketing toward building relationships rather than merely fostering transactional interactions. Brands that connect with consumers on deeper, more personal levels through shared values, meaningful narratives, or socially responsible initiatives are more likely to cultivate stronger emotional bonds and, ultimately, enhanced consumer loyalty (Bendapudi & Leone, 2003). From a theological standpoint, the principles of authenticity and integrity align with biblical teachings, such as those found in Proverbs 12:22: “The Lord detests lying lips, but he delights in people who are trustworthy” (NIV). Thus, marketing strategies should prioritize ethical communication, focusing not only on persuasion but also on nurturing trust and honesty.

Sales Promotion: Short-Term Gains and Long-Term Brand Equity

Sales promotions such as discounts, coupons, and contests are frequently employed to boost short-term consumer behavior. However, an over-reliance on these tactics can undermine long-term brand equity. Buil, de Chernatony, and Martnez (2021) argue that while price promotions can generate immediate sales spikes, they may also depreciate the perceived quality of the product and weaken brand loyalty if overused. This highlights the necessity for companies to strike a careful balance between fostering short-term sales and preserving long-term brand equity.

Research on brand equity underscores the value of nurturing enduring relationships with consumers rather than simply capitalizing on temporary opportunities. Excessive reliance on price-based incentives can lead to brand commoditization, where consumers come to expect discounts and become less inclined to pay full price (Ailawadi et al., 2001). This dilemma between immediate financial objectives and sustainable brand management reflects the challenges faced by companies in overseeing their promotional strategies.

Echoing the biblical passage in Luke 14:28, Suppose one of you wants to build a tower. Wont you first sit down and estimate the cost? (NIV), marketers are urged to practice prudent stewardship by thoughtfully weighing both short-term outcomes and long-term strategic goals when formulating promotional campaigns.

Consequently, sales promotions should not be perceived as a panacea for business growth but rather as strategic instruments that require careful consideration of their wider implications for brand identity and consumer perceptions.

Personal Selling and Relationship-Based Promotion

Personal selling plays a vital role in the promotional mix, particularly within B2B markets and high-involvement consumer scenarios, contrasting with mass marketing strategies. Unlike traditional advertising or sales promotions, personal selling is inherently relationship-oriented. It prioritizes understanding customer needs, building trust, and nurturing long-term connections. Research by Thaichon et al. (2020) underscores the importance of consultative selling, which highlights the salespersons capacity to deliver value through expertise, empathy, and personalized attention. This relational approach stands in stark contrast to the more transactional nature of other promotional strategies, reflecting the evolution of a salespersons role from a mere “closer” to a trusted advisor.

Additionally, personal selling aligns closely with the ethical principles found in Christian teachings. Philippians 2:3 states, “Do nothing out of selfish ambition… rather, in humility value others above yourselves (NIV), emphasizing the significance of service-oriented relationships over profit-driven motives. By focusing on the creation of mutual value and fostering trust-based interactions, personal selling can enhance both organizational profitability and societal welfare. Consequently, sales professionals should view their role not as manipulators of consumer behavior but as facilitators of genuine, ethical exchanges that prioritize the long-term well-being of the customer.

Promotion as Integrated Communication and Stewardship

Recent scholarship emphasizes the importance of a comprehensive approach to promotion that incorporates diverse tactics and aligns with broader organizational objectives. Instead of treating advertising, sales promotions, and personal selling as isolated strategies, companies should view them as parts of a unified promotional ecosystem. In today’s digital age, this means leveraging data-driven insights to create personalized and consistent messages across multiple platforms, while also maintaining consumer trust and adhering to ethical standards (Rust & Huang, 2014).

Finally, the most effective promotional strategies prioritize integrity, transparency, and authentic relationship-building. This approach not only enhances brand equity but also fosters a deeper connection with consumers, helping companies build brand loyalty over time. From a Christian perspective, these principles align with the biblical call for stewardship and ethical conduct in all areas of life, including the marketplace. As Paul reminds believers in 1 Corinthians 10:31: Whatever you do do it all for the glory of God (NIV). This highlights that ethical promotion is not just good business practice but also a moral obligation.

Conclusion

Promotion is an essential element of the marketing mix, but its role has evolved significantly in the digital age. Contemporary promotional strategies should prioritize building trust, authenticity, and long-term relationships, rather than relying solely on short-term transactional incentives. Recent research indicates that advertising, sales promotions, and personal selling must work collaboratively as part of a holistic and integrated strategy. This approach aims to enhance consumer trust, strengthen brand equity, and maintain ethical standards.

Ultimately, promotion achieves its greatest effectiveness when it creates value not only for the organization but also for consumers and society as a whole. Consequently, businesses are encouraged to implement promotional strategies that not only drive financial success but also contribute positively to the greater good.

References

Ailawadi, K. L., Neslin, S. A., & Gedenk, K. (2001). Pursuing the value-conscious consumer: The antecedents and consequences of perceived value in the retail marketplace. Journal of Marketing, 65(1), 44-59.

Bendapudi, N., & Leone, R. P. (2003). Psychological implications of customer participation and involvement in services. Journal of Marketing, 67(2), 53-66.

Buil, I., Martnez, E., & de Chernatony, L. (2021). The influence of brand equity on consumer responses. Journal of Consumer Marketing, 30(1), 62-74.

De Jans, S., Cauberghe, V., & Hudders, L. (2018). How an Advertising Disclosure Alerts Young Adolescents to Sponsored Vlogs: The Moderating Role of a Peer-Based Advertising Literacy Intervention through an Informational Vlog. Journal of Advertising, 47(4), 309325.

De Pelsmacker, P., Geuens, M., & Van den Bergh, J. (2019). Marketing Communications: A European Perspective (6th ed.). Pearson Education.

Rust, R. T., & Huang, M.-H. (2014). The Service Revolution and the Transformation of Marketing Science. Marketing Science, 33(2), 206-221.

Thaichon, P., Surachartkumtonkun, J., Quach, S., Weaven, S., & Palmatier, R. W. (2020). Hybrid sales structures in the age of e-commerce. Journal of Personal Selling & Sales Management,

The Holy Bible, New International Version. (2011). Zondervan.

Industry Analysis (100 points)

Analyze the attractiveness and competitive dynamics of the electric vehicle (EV) industry using industry analysis frameworks. Assess the profit potential and competitive advantages of key players in the EV industry. Evaluate the strengths and limitations of the industry analysis frameworks used in your analysis.

Instructions:

1. Research the electric vehicle industry, including major players, market trends, growth projections, and competitive dynamics.

2. Apply Porter’s Five Forces, to assess the profit potential, competitive advantages, and overall attractiveness of the EV industry.

3. Evaluate the strengths and limitations of the framework in providing insights into the EV industry. Consider factors like:

Comprehensiveness of the framework in capturing key industry dynamics

Ease of data collection and analysis

Actionability of insights for strategic decision making

1. Synthesize your findings into a paper that:

Provides an overview of the EV industry and key players

Analyzes the industry using the Porter’s Five Forces

Assesses the profit potential and competitive advantages of major EV companies

Evaluates the strengths and limitations of Porter’s Five Forces

Draws conclusions about the overall attractiveness of the EV industry

Your well-written paper should meet the following requirements:

Be 4 to 5 pages in length, which does not include the required title and reference pages, which are never a part of the content minimum requirements.

Use Saudi Electronic University academic writing standards and APA style guidelines.

Support your submission with course material concepts, principles, and theories from the textbook and at least two scholarly, peer-reviewed journal articles unless the assignment calls for more.

It is strongly encouraged that you submit all assignments into the Turnitin Originality Check before submitting it to your instructor for grading. If you are unsure how to submit an assignment into the Originality Check tool, review the Turnitin Originality CheckStudent Guide for step-by-step instructions.

Review the grading rubric to see how you will be graded for this assignment.

Module 03: Critical thinking assignment (15 points)

Leadership Practice

The Vice President of operations recently promoted you to branch manager and moved you to a new branch office where the morale among employees is low and performance is poor. Of the five employees, Amani has the most tenure with six years. Amani seems to have the lowest morale and is not motivated to do the work, although she is quite capable of doing it successfully. Bassmah has been with the company for four years but has not mastered the new software and is performing at a low level even three months after being trained on the software. Hadeel also has four years with the company and Rawan has two years. Hadeel and Rawan are responsible for client contact, and while in the past they worked well together on reaching out to clients, now there are conflicts and low morale. Samah has been with the company just three months and does not understand what is expected on the job and is contemplating leaving the company.

Approach the case as the branch manager well versed in situational leadership.

Explain situational leadership to your Vice President.

Determine the readiness level of each employee and explain your reasoning.

Determine the appropriate leader behavior to match the employee level and explain your reasoning.

Develop a plan of action as to how you will lead each person to higher performance and morale and explain it to your Vice President.

Directions :

Write an essay that includes an introduction paragraph, the essays body, and a conclusion paragraph to address the assignments guide questions. Do not address the questions using a question-and-answer format.

Your well-written paper should meet the following requirements:

Be 3-5 pages in length, which does not include the title and reference pages, which are never a part of the content minimum requirements.

Use Saudi Electronic University academic writing standards and APA style guidelines.

Support your submission with course material concepts, principles, and theories from the textbook and at least two current, scholarly, peer-reviewed journal articles. Current articles are those published in the last five years.

It is strongly encouraged that you submit all assignments to the Turnitin Originality Check prior to submitting it to your instructor for grading. If you are unsure how to submit an assignment to the Originality Check tool, review the Turnitin Originality CheckStudent Guide for step-by-step instructions.

In advance of submission, review the grading rubric to see how you will be graded for this assignment.

Answer

Question Requirements:

This weeks discussion will focus on cultural decision-making. Read the case study about Coca-Cola in India (please see attached).

A case study is a puzzle to be solved, so before reading and answering the specific questions, develop your proposed solution by following these five steps:

• Read the case study to identify the key issues and underlying issues. These issues are the principles and concepts of the course module, which apply to the situation described in the case study.

• Record the facts from the case study which are relevant to the principles and concepts of the module. The case may have extraneous information not relevant to the current module. Your ability to differentiate between relevant and irrelevant information is an important aspect of case analysis, as it will inform the focus of your answers.

1. Discuss the cultural differences between the U.S. company Coca- Cola and the country of India?
2. Did cultural differences impact the decisions in the situation or solution? Provide examples.
3. Discuss how MNEs demonstrate their commitment to working with different countries like Saudi Arabia and respecting the cultural and natural environments of the country?

Directions:

• Discuss the concepts, principles, and theories from your textbook. Cite your textbooks and cite any other sources.
• Write a discussion that includes an introduction paragraph, the body, and a conclusion paragraph to address the assignments guide questions.
• Your initial post should address all components of the question with a 600-word limit.

Readings

Required:

Chapter 1 Globalization and International Linkages in International Management: Culture, Strategy, and Behavior

Chapter 1 PowerPoint slides in International Management: Culture, Strategy, and Behavior

Harvey, M., Fisher, R., McPhail, R., & Moeller, M. (2009). . Human Resource Development International, 12(4), 353370.

Recommended:

Neil, E., & Sprusansky, D. (2017). . Washington Report on Middle East Affairs, 36(1), 53-54.

Nurunnabi, M. (2017). Journal of the Knowledge Economy, 8(2), 536.

MBA Assignment: Review of Literature

Assignment Title:

Students are expected to analyze, compare, and synthesizeexisting research.

Assignment Task

You are required to prepare a Review of Literature (ROL) on the topic:

An analysis of the impact of digital transformation on business strategy in consulting firms.

The review should critically examine existing academic studies, reports, and credible industry publications to understand how digital transformation reshapes consulting firms strategies.

Length and Format

Word Count: 1,000 words (excluding references)

Referencing Style: APA 7th edition

Turnitin Similarity: Must be below 15% (excluding references)

Minimum References:

At least 1520 scholarly sources

Majority should be published within the last 810 years

Important Instructions

Do not copy text directly from sources

Paraphrase and cite appropriately

Avoid blog-style or opinion-based writing

Every claim must be supported by literature

Submit through BLACKBOARD in Word format

Learning Goal: I’m working on a management multi-part question and need support to help me learn.

Students are advised to make their work clear and well presented; marks may be reduced for poor presentation. This includes filling your information on the cover page.

Students must mention question number clearly in their answer.

Late submission will NOT be accepted.

Avoid plagiarism, the work should be in your own words, copying from students or other resources without proper referencing will result in ZERO marks. No exceptions.

All answered must be typed using Times New Roman (size 12, double-spaced) font. No pictures containing text will be accepted and will be considered plagiarism).

Submissions without this cover page will NOT be accepted.

Copying, plagiarism or theft is prohibited

And it will be from his own book

Assignment Structure:

Assignment-1	Type	Marks
Part-A	Situation-1	2.5
	Situation-2	2.5
Part-B	Case study	5
Total		10

Note: Use concept of interpersonal communications, emotional intelligence, team communications and diversity for answering both parts.

avoid plagriasm ASAP.