ENT Chapter 17

Efforts must be taken to promote websites to both existing and prospective customers, such as:

-Including the URL on print promotions, business cards, letterhead, and packaging -Designing special direct mail and radio campaigns -Placing banner advertisements on other websites

The promotional efforts of a small firm can encompass nonpersonal (), personal (), combined (), and special () forms of communication

-advertising -personal selling -social media -sales promotion

The two basic types of advertising are

-product advertising -institutional advertising

Four approaches that small business owners often use to determine the appropriate level of promotional expenditures include the following

1. budgeting a fixed percentage of sales 2. spending whatever is left over after other expenses are covered 3. spending at the same level as competitors 4. determining how much is needed to achieve objectives

The greatest benefit of these exhibits is the what

potential cost savings over personal selling

A presentation designed to make potential customers aware of a specific product or service and create a desire for it

product advertising

Marketing communications that inform and persuade consumers

promotion

A blend of nonpersonal, personal, combined, and special forms of communication aimed at a target market

promotional mix

A business combines these efforts in a

promotional mix

A promotional strategy that provides visibility for a business at little or no cost

publicity

A major shortcoming of allocating a percentage of sales is a tendency to do what

spend more on promotion when sales are increasing and less when they are declining

For a small firm, the most cost-efficient mode of selling may be to use sales or marketing representatives, who are self-employed or work for a company whose purpose is to represent multiple businesses, thereby doing what

spreading out the costs of selling

To make an informed selection, entrepreneurs should learn about what

the strengths and weaknesses of each medium

The preferred approach to determining promotional expenditures is to

decide what it will take to do the job through a comprehensive analysis of the market

A presentation of information about a particular firm, designed to enhance the firm's image in order to make its product advertising more credible and effective

institutional advertising

Trade show exhibits are of particular value to who

manufacturers