ABSTRACT
Creative entrepreneurs produce products that are an expression of their own personality and values. While they understand that there is a need to promote their product, in fact more than a simple promotional message is needed. The AIDA model is useful in describing how a promotional message and method can be used to move consumers from attention by purchasing. Sales incentives are combined with other promotional media to build interest in buying a product by providing a reason for immediate purchase. Online marketplaces find new customers, while social media manages current relationships. Branding is the process of creating a message and logo that together communicate to a potential purchaser the values of the company along with the features and benefits that the product has to offer. Advertising is best used to communicate the product name and a marketing message. Creative entrepreneurs must communicate a single marketing message to a target market segment that explains their competitive advantage and position.
