Marketing a Marketing a Small BusinessSmall Business

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•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