The document defines the elements of a promotional mix and discusses forms of advertising. The promotional mix has six elements - advertising, visual merchandising, public relations, publicity, personal selling, and sales promotion. Common types of advertising include print, direct mail, radio/TV, product placement, internet, and outdoor advertising. Visual merchandising and product positioning are also important. An effective promotional plan for a new business considers pre-opening promotion, launch promotion, and ongoing strategies, and tracks responses to specific promotional activities.