Entrepreneurship and Small Business Management

Section 1: Developing a Promotion Strategy

Section 12.1 Summary
The promotion strategy sets the course for promotional efforts to come together to reach potential customers and influence them to buy. Promotional plans, whether preopening or ongoing, should provide the following information: a brief description; specific media placement; submit dates; scheduled date of run or release; number of runs, copies, or items, costs, and rationale. Promotional strategies can vary, even in the same market. Consider your target market, promotional mix, and costs when creating your promotional strategy. Advertising is the paid nonpersonal presentation of ideas, goods, or services directed toward a mass audience by an identified sponsor. There are two types: print and broadcast. Publicity is the free placement of newsworthy items about your company or product in the media. Examples of sales promotion include displays, premiums, sweepstakes, contests, rebates, and sample giveaways. Personal selling consists of oral presentations to potential buyers.

Section 12.1 Reading Organizer
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