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Advertising Is An Investment In Retail Results                                    

Advertising is one of the most important tools a retailer has. A sound understanding of its use and elements will result in
more effective advertising. For some businesses seasonal ads are the most effective. For others, ongoing print ads for
special sales work best. Still others will utilize radio to capture the attention of the market for that limited time only sale.
And now more than ever, companies are advertising with their own Internet web site or "renting" space on commercial
sites that offer storefronts for their product promotion and ordering.

Whatever form advertising takes, the financial commitment to advertise is a very basic business decision. Advertising
expenses should be planned with a return on investment in mind. For every advertising dollar, the business must recoup a
percentage as part of every sale. When you set discounted promotional pricing that must be considered as well. Does a
discounted promotional price and the advertising expense mean a loss on a particular sale item? Is that a calculated loss
to bring business in the door in anticipation of a multi-item sale? Does that technique work?

Advertising is a fundamental business question. The answer is yes- if you are a retailer you should advertise. The
question now becomes how to budget and implement an effective advertising program. Plan your expected highs and
lows for foot traffic and sales volume. Develop a one-year advertising plan. In your own mind, you need to know when to
emphasis advertising in your marketing mix. You can't advertise everywhere all the time. Be selective before you ever
spend that first dollar. Think first and spend later.

As part of your advertising plan, budget for the creative concept, layout and production of an advertising theme. If at all
possible, hire someone specializing in advertising to develop a campaign for you. This does not have to be expensive.
You can choose between advertising agencies, graphic design firms and freelance marketing pros. This expertise can help
provide you with the savvy copy that attracts customers interest, attention and action. If you can't afford to invest in a
campaign theme. Carefully plan your messages and goals for the ads and get production support from the television
station, radio station, newspaper or magazine running the ads.

An advertisement should generate a buying response. The potential consumer should become interested in the product
and understand the benefit of the product or service. How will your product or service make life easier or more
enjoyable? The creative aspect of a clever and intriguing ad should help elicit interest. Invest wisely. A poorly conceived
or executed advertising campaign can harm your business. Advertising is an investment and the time and money invested
should add value to the bottom line. You want foot traffic and you want increase sales volume-advertising can help
make it happen.