The document discusses various promotional techniques used by marketers. It defines promotion as informing, persuading, and influencing purchase decisions. Integrated marketing communications coordinates different promotional activities to deliver a unified message. The promotional mix combines personal selling and non-personal techniques. Advertising is a paid, non-personal form of promotion delivered through various media to inform, persuade or remind audiences. Marketers must be creative in getting consumers' attention due to the large number of marketing messages received daily.