Sales promotion aims to influence customers and build market share through short-term tactics that reinforce brand image. Common tools include cash-back offers and event sponsorship. Cash-back offers provide incentives for customers to purchase products by partially refunding the price or offering bonus items for a limited time. Event sponsorship allows brands to associate themselves with events and create experiences that connect with customers and portray the brand personality. The choice of promotion tools depends on factors like the purpose, scale of the campaign, and anticipated customer interest.