Sales promotion includes a wide assortment of tools—coupons, contests, discounts, premiums, and others—all of which have many unique qualities. They at
tract consumer attention, offer strong incentives to purchase, and can be used to dramatize
product offers and boost sagging sales. Sales promotions invite and reward quick response.
Whereas advertising says, “Buy our product,” sales promotion says, “Buy it now.” Sales
promotion effects are often short lived, however, and often are not as effective as advertising or personal selling in
building long-run brand preference and customer relationships.