Four: Promotions and Advertising

Promotions are a key part of your company's marketing program. Promotions, including advertising, are your way of communicating your message directly to your target market.

How and where to promote your company and its product or service are decisions that will influence your budget, your work schedule, your company's image, your company's success in the marketplace, and, ultimately, its very survival.

Some businesses hire professional marketers or advertising agents to coordinate and plan promotional and advertising activities. Advertising representatives from radio, newspapers, and other media might also be of assistance.

There are four essential steps to developing a promotion plan:

• Determine your promotional goals
• Set a promotions budget
• Choose promotional tools
• Develop and manage your action plan

Determining Promotional Goals
Setting a Promotions Budget
Choosing Promotional Tools
Developing and Managing Your Promotion Action Plan
Promotional Mix Check List