The document discusses the importance and tools of promotion mix. Promotion involves communication with potential buyers using information and persuasion to influence them. The promotion mix is important for 1) communicating with customers, 2) convincing buyers, 3) facing trade cycles, 4) motivating customers, 5) informing middlemen, and 6) facing competition. The main tools of promotion mix discussed are personal selling, advertising, sales promotion, publicity, and public relations.