Introduction: This study examines how Australian academic librarians perceive techniques for promoting services and resources, and the factors affecting the perceptions regarding effectiveness of techniques used. Method: Data were collected from an online survey that was sent to 400 academic librarians in thirty-seven Australian universities. The response rate was 57.5%. Analysis: The qualitative data were analysed using content analysis. The collected quantitative and qualitative data were analysed using descriptive and inferential statistics (ordinal regressions). Results: Librarians used a variety of techniques to promote services and resources. Demographic variables, human capital variables and library variables were significant predictors of perceptions of the effective promotion techniques used. However, this study indicates that other independent variables such as number of different library professional positions and years involved in all library services made no difference. Conclusions: This study provides a better understanding of academic librarians' attitudes and views towards techniques for promoting services and resources. Librarians may use the results to reflect on the effectiveness of these techniques, to balance the weight of the factors' influences and to better understand various promotion techniques. This will enable them to promote library services and resources more effectively in the future.