What is a key advantage of sales promotions?

• A. They are never measurable.
• B. They have a high cost per exposure.
• C. They require long-term marketing commitments.
• D. They are measurable and have a low cost per exposure.

Answer: (D)

Sales promotions are most effective when you can quickly see their impact and keep costs efficient. Because these incentives—like coupons, rebates, or short-term price cuts—prompt immediate purchases, you can track results through redeemed offers, incremental sales, and response rates, making the outcome measurable. At the same time, promotions are usually time-limited and targeted, so you can reach many customers without paying the high per-exposure costs typical of broad advertising, yielding a low cost per exposure. This combination of trackable results and economical reach is why this option best captures the key advantage of sales promotions.