Promotional communication can have two meanings, either in a general sense or in a more targeted one. Broadly speaking, it encompasses all the steps taken by an organization to promote its products or image. It primarily uses tools such as advertising campaigns, in-store promotions, and promotional events, among others. However, more specifically, it refers to the means and media deployed to publicize promotional offers specific to a given activity. This type of communication can utilize various channels such as direct marketing, public relations, digital marketing, or advertising specifically focused on promotions, such as print ads, television commercials, etc. In this context, it is also referred to as promotional advertising.