This presentation discusses the various marketing tools available in today's digital era, including advertising and commercial ads campaigns. It covers marketing segmentation, targeting, and positioning, as well as the marketing mix of product, price, place, and promotion. The promotional mix includes advertisement, public relations, sales promotion, direct marketing, and personal selling. The product life cycle is discussed in terms of development, introduction, growth, maturity, and decline phases. The strengths and weaknesses of Marks and Spencer's marketing plans are also analyzed. References include Camilleri's book on market segmentation, targeting, and positioning and DO's article on marketing plans.