A user is an end customer that is using the application.
A coupon gives users the right to a financial discount or rebate when purchasing a product. A coupon can take many forms, such as single-use rebate coupons, loyalty cards, reward coupons, limited coupons, etc. All these should be treated equally by the app.
HTML-based content is some content that is displayed in the in-app web browser, for example, games, surveys, and weblink images. Common to all these content types is that the user is presented with an image that works like a button to open the HTML content.
A Shop offer is a content object that end users can buy. Purchasing these items will trigger issues of related content, eg. coupons or gift card balance top-up.