Until recently, in the realm of persuasive communication marketing managers have tended to separate the notion of promotional techniques from that of tools aimed at creating customer loyalty. However, the use of NPTs (lottery card, virtual tomobola, ....) developed by the big names in distribution in collaboration (more or less forced) with manufacturers, as well as the use of other promotional techniques specific to brands such as “quasi-advertising” promotions is not only a means of increasing sales in the short term and but also of creating customer loyalty and effectively raising the value of the brand capital of the manufacturers associated with the distributors. The use of NPT must therefore be well thought-out within the framework of the marketing strategy of the manufacturers and NPTs must be applied alongside their own promotions