This workbook was prepared for those interested in starting their own business, as well as business owners with many years experience who have never developed an organized promotional program. Introductory sections explain how to use the workbook and stress the need for promotion. The next sections outline the steps and ask users to respond to questions related to the following aspects of marketing: (1) review of current marketing activities; (2) marketing research; (3) advertising; (4) establishing promotional priorities; (5) matching objectives to the product lifecycle; (6) the progression of advertising; (7) market positioning; (8) advertising media and their advantages and disadvantages; (9) using media in an advertising campaign; (10) developing a fact sheet for use in advertising; (11) developing an effective advertising message; (12) isolating the important elements for advertising copy; (13) developing a strategy worksheet; (14) planning for public relations; (15) monitoring public relations opportunities; (16) using three common public relations tools; (17) developing an action plan for sales; (18) preparing printed sales materials; (19) developing an action plan for passive sales; (20) promotional incentives; (21) budgeting; (22) working with consultants and agencies; and (23) setting up a timetable. A list of resources to use in promotional planning is included. (UCM)