From The School of Biomedical Sciences Wiki
The DNA region or sequence that helps in initiating transcription is known as the promoter. RNA polymerase binds to the promoter and further initiates transcription of a gene.
They can be present close to the transcription start site or many kilobases away.
Based on their location they can be characterised as Core/Basal Promoter Elements or the Regulatory Region Elements.
Core/Basal elements include TATA boxes and Initiator Sequences (Inr). CpG islands are also present in mammals.
Regulatory region elements include UAS/enhancer elements and URS/silencer elements.
Other promoters are Downstream Promoter elements (DPE) and BRE (TFIIB recognition element).