Social Marketing
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Make Strategy Decisions

IV: Strategy for ChangeDevelop Promotion Strategy

photo of a billboardOnce you know your product and its benefits, the barriers you need to overcome, and the best placement of products, materials, messages, or services, then you can think about how you will promote that package. Mass communication may or may not be the most appropriate method of promotion. If your target audience is fairly broad and well-represented in the general population, you may want to think about options such as radio and TV commercials, advertisements or billboards. Other options include newsletters, announcements, and word of mouth. In most cases, if you've narrowly defined your target audience, you should be able to find effective methods of communicating to them that are reasonably priced. Person-to-person communications, Web sites, social networking sites, newsletters, and group meetings are just a few examples of other means of communicating with smaller target audiences.