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In a small business, the role of marketing is to make the sales job easier. Marketing creates a plan of who to attract (the market of potential buyers, gatekeepers and referral sources), how to position the product or service (the message), and how to get that message to the market most efficiently.

There are about 3,000 different ways to get the message out there to the target market. Selecting the media that is most effective from an efficiency viewpoint, considering the time frame and costs is the media plan.

Developing the plan is very important, but the key is executing it by getting all the people involved to agree.

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10y ago

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