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Chapter 11: Marketing: Products, Pricing... > Promotion: Spreading the Word

Promotion: Spreading the Word

Promotion is the process of informing potential customers about your company and its products and services and then influencing them to purchase what you’re selling. Promotional activities include word-of-mouth advertising, networking, media advertising, online communications, and publicity. You’ll use some of your promotions to generate immediate sales; you’ll use other tactics to educate, inform, and plant the seeds for future sales.

tip.eps Before you invest in any promotional effort, you must first determine the target market you want to reach and the objective you want to achieve. If you want prospective customers to call or visit your website, your ad must give good reasons to do so, and it better have a prominent presentation of your phone number and website address. If you want to create foot traffic, you have to put forward a time-sensitive, compelling reason to visit your business, such as a one-time discount or the appearance of a VIP.


  

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