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Synopsis The effectiveness of any promotion lies in its success in accomplishing the desired results. Effective promotions are used to achieve the desired output in two main categories i.e., transaction and relationship. As a result of globalization, the competition prevailing in market is increasing at a rapid rate. Traditional promotional tools hold little lure to the consumers. Thus, organizations have started innovating new promotional tools to reach their target audience. Some of the effective promotional tools emerged as a result of innovative thinking are-customizing price discount, word-of-mouth marketing, exhibitions and fairs, event management, e-mail promotions, multiple celebrity endorsement and product placement. Because of their focused approach, these promotional tools bring the desired results to an organization.This book highlights the characteristics of these innovative promotional tools and presents strategies to implement them in an effective way. It presents the concepts of promotion and its recent trends, elaborates some of the effective promotional tools, and also brings out the success stories of promotions.