What type of promotion encourages purchases through special offers like discounts and coupons?

Sales promotion is the correct answer as it refers to marketing strategies designed to stimulate immediate purchases through various incentives, such as discounts, coupons, or special offers. This technique is highly effective in motivating consumers to take action quickly, often creating a sense of urgency to buy and enhancing overall sales figures within a short time frame.

Sales promotions can take many forms, including limited-time offers, buy-one-get-one-free deals, and seasonal discounts, all aiming to encourage customers to make a purchase sooner rather than later. They serve as a direct incentive that can be particularly effective in attracting new customers or encouraging repeat purchases from existing ones.

The other options do not fit this definition as closely. Public relations focuses on managing a brand's reputation and building relationships with stakeholders rather than directly incentivizing purchases. Brand awareness refers to the extent to which consumers recognize a brand and its characteristics, which is more about establishing a market presence than promoting immediate sales. Digital marketing encompasses a broader range of online tactics to reach consumers, including content marketing and social media efforts, but does not specifically target immediate purchase incentives like sales promotions do.