Which is correct format, Covering letter or Incentive letter? I think it's covering letter but my friend says it should be titled incentive letter?

Last but not least, where should I place my personal/professional profile? She says it should be on the so called incentive letter but whilst I was living in UK they thought me to put it on the CV, between my details and my qualifications.

Does anyone know which is right, or how it should be? I appreciate your help.
Many thanks