Tactical marketing comprises a wide range of actions, all of which are defined as being relatively short-term or in response to changes in market conditions against a long-term strategic play which is part of a coordinated effort to launch or reposition a brand.

Some tactical marketing is primarily visible in-store – changes to the in-store merchandising of the product or a "special edition" SKU or package. Some is promoted through FSIs or in-store coupons, while pricing actions are ever present and can be tested. There are also a wide range of tactical marketing programs which utilize one-off product placement or short-term tie-ins to specific sports or arts events (the Super Bowl, a new movie or the Oscars, for example). Some is more experiential in nature – such as exhibits/sampling at Fairs, shows and sports events. Lastly, some tactical marketing uses very traditional advertising as a quick response to a very timely issue – a discount retailer who seizes on concern about gas prices to stress how saving money by shopping at their stores will help to pay for gas, for example.