FORUM WORKSHOP
Forum Workshop
Remember that restaurant it took us five years
9
9 to get around to trying? Thatʼs to be expected.
So how can you tell if an ad is effective? You
•
have to be patient and methodical. If you have
S narrowed the field to targeted publications, set
E an advertising budget, and had an effective ad
P
T designed, then place your ad in your first choice
E for at least six months. Donʼt think a 10% off
M coupon on a $200 item (or even a $20 item) is
B going to make people flock to your store. Be reE
R alistic. If you sell fast food, half-off and two-forone coupons are likely to create some traffic, if
2
0 people read that magazine or newspaper.
1
4 Coupons are effective for in expensive or
frequently used items, like food or household cleaning products. Display advertising
works best for retailers and service businesses
that want to build name recognition and a cus-
tomer base. Feature a single item in your display ad, along with a memorable logo and a
unique look designed to catch attention. The
featured item might also have a “special price.”
Gauge the reaction to your ad by keeping track
of how many featured items you sell before and
after you run the ad. Content (copywriting) and
design (artwork and layout) work together to
make an ad effective. A professional can help
here. Not everyone who works at an ad agency
is highly skilled. Find someone who is, who has
a track record; then spend part of your advertising budget to have an effective ad (or series of
similar ads) designed. Use your “look” consistently to build
name recognition and an
image.
Coupon
continued..
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