Development should include the following objectives:
- To establish a positive image of the business.
- To create customer preference for the product or service over the competitors’ products or services.
- To select promotional activities such as personal selling, advertising, sales promotion, and public relations.
Process/Skill Questions
- Why should a business advertise?
- What current methods of advertising can be used to reach potential customers?
- What is the goal of a promotional campaign? How does this goal vary depending on the company or product?
- What are the advantages and disadvantages of the various promotional methods?
- What popular brands' campaigns might provide inspiration or guidance for one's own promotional campaign?