What term describes an activity or material that provides consumers with a direct incentive to purchase a product?

The correct term for an activity or material that provides consumers with a direct incentive to purchase a product is sales promotion. Sales promotions are short-term incentives aimed at encouraging the purchase of a product or service. They can take various forms, such as discounts, coupons, contests, free samples, or special events, and are designed to stimulate immediate sales and increase consumer interest.

Sales promotions are typically used in conjunction with other marketing efforts and are effective in attracting attention and encouraging trial or repeat purchases. This tactic is particularly useful when introducing a new product, when trying to boost sales during a slow period, or when seeking to compete aggressively in a market.

In contrast, public relations focuses on managing and shaping public perception of a brand, which doesn’t directly incentivize consumers to buy. Direct marketing involves communicating directly with consumers to generate a response, but it does not necessarily include incentives. Personal selling involves face-to-face interaction with consumers to persuade them to buy, which can be effective but does not inherently provide a direct incentive in the same way sales promotions do.