In marketing, sales promotions typically include all of the following tools except which one?

Introduction / Context:
This question tests your understanding of the promotion mix in marketing. Sales promotion is one element of the promotion mix, along with advertising, personal selling, public relations and direct marketing. It consists of short term incentives designed to encourage purchase or trial of a product. Being able to distinguish sales promotion tools from advertising tools helps you correctly classify marketing activities and design effective campaigns.

Given Data / Assumptions:
- The topic is sales promotion within the broader promotion mix.
- The options include online advertising, coupons, free samples and rebates.
- We assume standard textbook definitions where sales promotion focuses on short term offers, while advertising is about paid, non personal communication.

Concept / Approach:
Sales promotion includes activities such as coupons, discounts, free samples, contests, loyalty points and rebates. These tactics provide extra value or incentives for a limited time to stimulate immediate sales. Advertising, on the other hand, is paid communication through mass media or digital channels that builds awareness and brand image but does not necessarily involve a direct incentive. Online banner ads or display ads are forms of advertising, even though they appear on digital platforms. Therefore, among the options, coupons, free samples and rebates are classic sales promotion tools, while online advertising campaigns belong to advertising, not sales promotion.

Step-by-Step Solution:
Step 1: Recall that sales promotions are short term incentives encouraging purchase or trial, such as coupons, samples and rebates. Step 2: Examine each option and ask whether it provides a direct, short term incentive. Step 3: Recognise that coupons reduce price, free samples allow risk free trial and rebates give money back after purchase. All three clearly fit the sales promotion category. Step 4: See that online advertising campaigns are primarily informational and persuasive communications, not incentives themselves, so they fall under advertising. Step 5: Choose "Online advertising campaigns such as banner or display ads" as the item that is not a sales promotion tool.

Verification / Alternative check:
To verify, think of typical supermarket or online shopping experiences. When you receive a coupon for a discount, a free sample sachet or a mail in rebate, you are being offered a short term incentive tied to a specific purchase. That is sales promotion. When you see an eye catching banner ad on a website, you may be informed or reminded of a brand, but you do not automatically receive a discount or sample by looking at the ad alone. The ad may lead you to a sales promotion, but the ad itself is still advertising. This distinction supports selecting online advertising as the exception.

Why Other Options Are Wrong:
Option B, coupons, are classic sales promotion tools that encourage customers to buy now and save money.
Option C, free samples, let consumers try products without paying, another core sales promotion technique.
Option D, rebates, return part of the purchase price after proof of purchase, serving as a delayed price reduction tied to promotion campaigns.

Common Pitfalls:
Some students see the word "online" and think anything digital must count as sales promotion, but digital channels can carry both advertising and promotion. Another pitfall is to confuse advertising that mentions a promotion with the promotion itself. To avoid these errors, focus on the presence or absence of a direct, short term incentive. If the activity simply communicates or reminds without giving extra value, it is advertising, not sales promotion.

Final Answer:
Sales promotions include coupons, free samples and rebates, but not online advertising campaigns such as banner or display ads, which are classified as advertising.