August 2025
Intermediate to advanced
312 pages
7h 33m
English
Content preview from The Business Plan Workbook, 11th Edition
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ASSIGNMENT 9 Advertising and promotion
In this section of your business plan, you should discuss your planned advertising and promotion programme. A major decision is to choose a method of advertising that will reach most of your customers for the least cost.
Promotion/advertising checklist
Advertising is to some extent an intangible activity, although the bills for it are certainly not. It is, as Lord Bell, formerly of Saatchi & Saatchi, has described it, ‘essentially an expensive way for one person to talk to another!’ We assume by now you know the target customers you wish to reach. The answers to these five questions should underpin the advertising and promotional aspects of your business plan:
What do you want to happen?
How much is ...
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