# Campaign entity

> Campaigns are the main entity marketers interact with in Talon.One. Each campaign is defined by at least one rule.

> For the complete documentation index, see [llms.txt](https://docs.talon.one/llms.txt).

## Rules

There are the following types of rules:

- [Promotion rules](/docs/product/rules/overview.md#promotion-rules)
- [Strikethrough rules](/docs/product/rules/overview.md#strikethrough-rules)

Promotion rules rely on aggregated data and data from the current
request, and they are evaluated when using the Integration API endpoints. A promotion
rule has one or more conditions and triggers one or more effects.

For example, a promotion rule might have a condition of _a customer has completed an order of
over $100 AND the previous order happened more than 90 days ago_. An effect can, for
example, update profile/session data, set discounts, return customer-facing messages,
or send requests to pre-defined external APIs.

Strikethrough rules use [cart item catalogs](/docs/product/account/dev-tools/manage-cart-item-catalogs.md)
and [cart item filters](/docs/product/rules/cart-item-filters/overview.md)
to apply effects to individual cart items. Strikethrough rules are not evaluated in the customer session and
are triggered only when [specific events](/docs/product/applications/application-notifications/overview.md#strikethrough-pricing-updates)
happen in cart item catalogs or in campaigns containing strikethrough rules.

## Coupons

A campaign also contains a pool of coupons. Coupons can have arbitrary attributes
associated to them. For example, the ID of a particular customer for a personalized coupon
code, or a region code for coupons that are only valid in certain areas.
These constraints are enforced by the rule, not the coupon.

:::note
Coupons are redeemed after the session they are part of is closed. Redeeming a
coupon code increments the redemption counter by 1.
:::

## Referrals

Referrals are a separate entity in Talon.One. Like coupons, they act like tickets but
they are bound to two customers:

- The advocate: the person who invited their friend via the referral program. They
  own the referral code.
- The friend: the person who receives the invite from an advocate. They use the referral code.

For more information, learn to create a basic [referral program](/docs/product/tutorials/referrals/basic-referral.md).

:::note
Referral codes are redeemed after the _redeem referral code_ effect is
triggered by a rule when the session is closed. Redeeming a referral code increments
the redemption counter by 1.
:::

While campaigns, rules, and coupons are most commonly created manually in the Campaign
Manager Application, you can also create and manage them programmatically via
the [Management API](/docs/dev/management-api/overview.md).

## Related pages

- [Campaigns](/docs/product/campaigns/overview.md)
- [Rules](/docs/product/rules/overview.md)
- [Create coupons and gift cards](/docs/product/campaigns/coupons/create-coupons.md)
- [Coupon and discount campaigns](/docs/product/tutorials/coupons.md)