1. Entrepreneurship Mr. Bernstein Budgeting and Implementing Promotional Plans, pp 265-271 April 2016

2. Entrepreneurship Mr. Bernstein Budgeting for Promotions Industry average promotional expenses may be available from secondary data sources such as the SBA or business publications Cost out advertising rates, other promotional costs Hire advertising agency or PR firm – can be expensive Consider cooperative advertising with manufacturer Always measure effectiveness and be prepared to revise 2

3. Entrepreneurship Mr. Bernstein 3 Advertising Making Changes in Promotional Elements Adjust Your Advertising Generate Publicity Additional Sales Promotions Adjusting the Promotional Mix