Advertising and Promotion

Use this section to provide an overview of your general promotional plan. Give a breakdown of the methods and media you intend to use and explain the reasons for their use. If you have developed an advertising slogan or unique selling proposition you may mention it, but it isn't strictly necessary.

You should outline the proposed mix of the  advertising media, use of publicity, and/or other promotional programs you will use. The advertising and promotional methods include flyers, newspapers, magazines, radio & TV, yellow pages, internet, public relations, sales/promotional materials (such as brochures and product sheets), package design, trade show efforts, videos, and other methods.

Be sure that your advertising, publicity, and promotional programs sound realistic, based upon your proposed marketing budget. Effective advertising, generally, relies on message repetition in order to motivate consumers to make a purchase. If you are on a limited budget, it is better to reach fewer, more likely prospects, more often, than too many people occasionally. In cases where traditional advertising is an important component of the mix, you should note the types and quantities of various media that will be used.

Use the following questions to write this section :

• What are the strong points of  your business and your products and services?
• How is your business different from your competitors?
• What facts about your products and services would you like to communicate to your target customers?
• What forms of advertising and promotion will you use ? (refer above)
• Detail the reasons why you consider the chosen media to be the most effective?
• What buying rationale or motive will you appeal to?