Which policy is primarily about communicating the value of the promotion to customers rather than just reducing price?

• A. Guardrails on promotion depth/duration
• B. Communication of value
• C. Cross-elasticities with other products
• D. Ensuring alternative channels remain profitable

Answer: (B)

Communicating value in promotions focuses on showing customers what they gain from the offer, not just how much the price is reduced. This means highlighting benefits, outcomes, and the overall value the promotion delivers—such as quality, time savings, convenience, or added features—so customers see why the deal matters beyond a lower price. Framing promotions around value helps preserve brand perception and margins while still driving demand, because customers understand the real benefits, not just the discount. The other policies cover how deep or how long promotions run, how price changes affect demand for related products, or ensuring other channels stay profitable, none of which center on messaging the value of the promotion to customers.