Entrepreneurial Promotion

Chapter Objectives

The aims of this chapter are to assist the reader to:

• recognise that small entrepreneurial firms may lack adequate financial resources to support large scale promotional activity
• understand the entrepreneur as a personality can often provide the basis for an effective promotional platform
• comprehend that effective planning is critical in enhancing promotional cost-benefit relationships
• recognise that entrepreneurs should usually focus on promoting benefit superiority
• accept that benefit messages will need to change to reflect different customer purchase motivations
• understand a wide variety of different promotional channels options exist
• recognise the Internet is a very effective new channel through which to build customer awareness.