1. Promoting
Your
SECTION
Product
–Part
I
OBJECTIVES
l Summarize the basic principles of promotion
l Discuss personal selling, sales promotion, and 360
degrees Marketing
Entrepreneurship: Owning Your Future, 11th ed.
© 2010 Pearson Higher Education, 1
Steve Mariotti
Upper Saddle River, NJ 07458. • All Rights Reserved.

2. Personal
Selling,
Sales
Promotion,
and
360°
Marketing
— Sales staff meet and talk with customers person-to-
person-person on a daily basis.
— Telemarketing involves promoting or selling products or
services over the telephone.
— Salespeople also use networking to find new customers
and promote products. Networking is meeting new
people though current friends and business contacts.
— A new approach to marketing, called 360° marketing,
encourages you to communicate with your prospects
and customers from all directions; it blends low-tech and
high-tech methods to deliver your message to
customers in as many ways as possible.
Entrepreneurship: Owning Your Future, 11th ed.
© 2010 Pearson Higher Education, 2
Steve Mariotti
Upper Saddle River, NJ 07458. • All Rights Reserved.

3. Principles
of
Promotion
AIDA
is
a
communication
model
used
by
companies
to
plan,
create,
and
manage
their
promotions.
AIDA
stands
for:
1. Attention. The first step when introducing a new
product to a market is to grab the attention of potential
customers.
2. Interest. After you get people s attention, you want to
keep it. To hold consumer interest, you need to focus
your message on the product s features and benefits.
3. Desire. What can you do to make your product
desirable?
4. Action. Ask consumers to take action, to buy. You may
also want to give them a reason to act right away.
Entrepreneurship: Owning Your Future, 11th ed.
© 2010 Pearson Higher Education, 3
Steve Mariotti
Upper Saddle River, NJ 07458. • All Rights Reserved.