PROMOTION MOTIVATES BEHAVIOR. To affect behavior, promotions need to have understanding, emotional and rational rewards and they must be engaging. Upshot integrated promotion uses a combination of push, pull and pass tactics to activate the trade, create consumer demand and actively stimulate consumer word of mouth. A well-crafted promotion goes beyond a short-term sales spike. It's ownable and participatory. It's integrated for impact and efficiency. It gives consumers a reason to care about it, and more importantly, a reason to share it with others. Ultimately, it builds brand equity and drives behavior.