Question: Describe the role of sales promotion in the promotional mix, and identify the different types of sales promotions. Sales promotion includes activities other than personal selling, advertising, and publicity designed to enhance consumer purchasing and dealer eff ectiveness. Sales promotion is an integral part of the overall marketing plan, intended to increase sales and build brand equity. Promotions often produce their best results when combined with other marketing activities. Consumer-oriented sales promotions include coupons, refunds, samples, bonus packs, premiums, contests and sweepstakes, and specialty advertising. Trade-oriented promotions include trade allowances, point-of-purchase (POP) advertising, trade shows, dealer incentives, contests, and training programs.