Initially, we are going to present the stakes and the opportunities linked to the promotion. Let’s start with the effects contrary to the objectives of the promotion, there are what we would call perverse effects of promotions, i.e. promotional overkill, trivialization of the product or service (same for the brand image). Speculative attitudes can be easily developed, and therefore it can rather generate resistance. To achieve a virtuous promotion, it requires a market research focused on the different forms of customer sensitivity. And a company that performs good practices will be able to anticipate customer needs, satisfy their expectations, eliminate customer fears. And their after-sales service will be able to deal with the aspects of persistence.