This document discusses promotion and advertising as elements of the marketing mix. It defines promotion as communication methods used to inform customers about products and services. Promotion includes advertising, public relations, personal selling, sales promotion, and direct marketing. Advertising is any paid, non-personal presentation of ideas, goods or services by an identifiable sponsor. Successful advertising of financial services considers factors like target marketing, making the offering easy for customers, having a unique message, coordinating different media, creating memorable ads, and using direct marketing. Campaigns are planned based on reach, frequency and gross rating points.