The topic of this thesis is The impact of promotion on product purchase. The paper explains what influences the consumer when buying products or services, and what is the role of promotional activities. Given that today the needs of consumers are bigger and demanding, manufacturers want to adapt to them to the maximum and keep them on the market. Promotion and promotional activities play a big role in that. The paper is divided into four chapters. It starts with a marketing mix made up of 4P, and these are the product, price, promotion and distribution that make up the best mix of marketing tools. The second part of the paper explains the promotional mix. With its help, manufacturers communicate directly with consumers. . The promotional mix consists of: advertising, public relations, publicity, sales promotion and personal sales. The third part of the paper describes the impact of promotion on purchasing decisions. The impact of the media to which we are all exposed today, especially children, is also described. For the purpose of researching this thesis, a survey entitled "The impact of promotion on product purchase" was conducted. An online survey was conducted on a sample of 240 respondents whose goal was to examine consumers ’opinions, influence and attitudes on how promotional activities influence their purchasing decisions. This is also the last chapter of this thesis, followed by a conclusion.