Promotion deals with consumer psychology. We can't force people to think one way or another, and the clever marketer knows that promotion is used to provide information in the most clear, honest, and simple fashion possible. By doing so, the possibility of increasing sales goes up. Gone are the days when promotions were done in order to fool the consumer into purchasing something. The long‐term effect of getting a consumer to buy something they did not really want or need wasn't good. In fact, consumers fooled once can do damage to sales as they relate their experience to others. Instead, marketers now know that their goal is to identify the consumers who are most likely to appreciate a good or service, and to promote that good or service in a way that makes the value clear to the consumer. Therefore, marketers must know where the potential consumers are, and how to reach them.