Which component of the promotional mix is primarily associated with short-term incentives?

• A. Publicity
• B. Sales promotion
• C. Advertising
• D. Public relations

Answer: (B)

Short-term incentives are the hallmark of sales promotion within the promotional mix. Sales promotions are activities designed to spur immediate purchase or a quick boost in demand, and they typically include coupons, discounts, rebates, samples, contests, and other time‑bound offers. This focus on prompting quick action is what makes sales promotion the best fit for short-term incentives. Publicity and public relations aim to generate favorable media coverage and shape perceptions rather than directly encouraging immediate purchases, while advertising focuses on informing and persuading audiences over a longer horizon to build awareness and brand image.