Marketing a Small Business

Show me the Money

Prepare a description of the promotional activities Develop themes where appropriate Select appropriate elements in the promotional mix: Advertising, Personal Selling, Publicity, Sales Promotion Compute costs of promotional activity Schedule specific activities Create activities in detail Implement the activities Follow-up on effectiveness

Promotion: Communication activities that inform potential consumers about the existence of goods, services, or ideas which persuade them to buy Product promotion: Used to persuade consumers to buy a particular product or service

Institutional promotion: Used to create a certain image of the business in the eyes of the consumers Promotional mix: The combination, or blend, or marketing communication channels that a business uses to send its messages to consumers Media: Agencies, means, or instruments used to promote messages to the public. Examples: TV, magazines, newspaper

Advertising Personal selling Publicity Sales promotion