Sales promotion consists of a diverse collection of incentive tools, mostly short term, designed to stimulate quicker and/or greater purchase of particular product services by consumers or the trade.

Whereas advertising offers a reasons to buy, sales promotion offers an incentive to buy. Sales promotion includes tools for consumer promotion; and sales force promotion.

Sales promotions have three different characteristics:-

1. Communication:- They gain attention and usually provide information that may lead the consumer to the product.

2. Incentive:- They incorporate some concession, inducement or contribution that gives value to the consumer.

3. Invitation:- They include a different invitation to engage in the transaction now.