The basic motive for writing a graduate thesis on this topic was to point out the importance of marketing communications and its promotional activities in contemporary business characterized by high competition and increasingly demanding consumers who want a little more specific value for each product they buy. Consumers today want to be referred to every detail of the product; its production, the way of production, the ethics of the seller and so on, and that is why marketing communication gains ever greater significance. In marketing communication, the product is not just a set of physical properties. It is the basis of communication with its characteristics such as packaging, design, mark, color, shape, material, marking, etc. By purchasing a particular product the customer expresses his / her wishes, preferences and personal style. The basic tools for effective marketing communication are its promotional activities that are divided into primary and secondary. Advertising, sales promotion, personal sales, public relations and publicity are the primary ones, while secondary promotional activities are: design, packaging, consumer services and "mouth to mouth" propaganda. These promotional activities are the subject of this graduate thesis. In the fourth part of the promotional activities mentioned, they are presented in practice on the example of the well-known Kandit company from Osijek that is part of the Mepas group. Based on the theoretical and practical part, it was concluded that marketing communications and its activities have a key role in modern business and that investment in marketing, from an economic point of view, is multipurpose. Companies that understand the concept of marketing and invest in it are in position to recognize new trends, wishes and needs of customers, thus securing a recognizable image and long-term survival in the market.