OBJECTIVES

Entrepreneurship: Owning Your Future, 11th ed.Steve Mariotti

© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.

Discuss the forms of advertising Define the elements in a promotional mix

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Entrepreneurship: Owning Your Future, 11th ed.Steve Mariotti

© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.

The goals of a promotional mix are to build a favorable awareness about your product and business, and to influence people to buy your product.

The six elements of a promotional mix are: Advertising Visual merchandising Public relations (PR) Publicity Personal selling Sales promotion

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Entrepreneurship: Owning Your Future, 11th ed.Steve Mariotti

© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.

Six of the most common types of advertising are: Print Advertising Direct Mail Radio and Television Product Placement Internet Outdoor Advertising

How you visually present and physically position your products is also an important part of promotion.

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Entrepreneurship: Owning Your Future, 11th ed.Steve Mariotti

© 2010 Pearson Higher Education,Upper Saddle River, NJ 07458. • All Rights Reserved.

A promotional plan for a new business must consider:1. What promotions are needed before the business is

opened?2. What promotional adjustments will need to be made when

the new business is launched?3. What ongoing promotional strategies are needed?

A promotional campaign is a group of specific promotional activities built around a particular theme or goal.

A promotional plan must include ways to track responses that result from specific types of promotion.

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