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The Business Plan Workbook, 7th Edition by Robert Brown, Paul Barrow, Colin Barrow

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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. Advertising is a specialized field and, whenever possible, you should use an advertising agency, but if you’re like most small businesses, advertising agencies and market research firms are often not affordable. Contact several local agencies to discuss your needs and resources before deciding that you are unable to afford them. You will learn a lot about the business of advertising in the process, and you may even alter your own plans.

Promotion/advertising checklist

Advertising is to ...

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