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Implementing E-Learning by Lance Dublin, Jay Cross

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Promotion

Now that you understand some of the basic concepts about why and how learners learn, it is time to put this knowledge to work. This section will give you a whole range of practical tools to promote your e-learning in your organization.

Promotion means getting the word out to prospects and consumers. The objective is to inform, persuade, or remind consumers about a product’s attributes and availability (Clemente, 1992). Direct promotion includes personal selling, meetings, in-person demonstrations, direct mail, direct email, and telemarketing. Indirect promotion involves publicity, newsletters, advertising, contests, and sales promotions.

How Much to Invest

How much should you invest in promotion? Think of it this way: If 20 percent ...

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