This study examined the efficacy of shopping malls?v isual experience and convenience (i.e., exterior and interior changes) and general promotions (i.e., price and non-price promotions) by investigating their level of accomplishing promotion objectives that include consumers?a wareness, interest, trial endorsement, willingness to purchase, and visits/spending. Results showed that in general, shopping malls?p romotions did not effectively accomplish any of the five promotion objectives. However, some promotion activities are more effective in achieving a specific objective than other promotion activities. Shopping malls should take advantages of the functions of different types of promotions to form a comprehensive promotion strategy.