If you are a typical retail advertiser you are probably making more than one of these mistakes with your ad campaigns.
If you sell big brands like cars, stereos or computers the manufacturer already spends $millions creating consumer demand. Your goal as a retailer is to convince buyers to shop at your store. So don't just repeat what the manufacturer has already said. Tell buyers what makes you the best place to buy.
Stations all want to sell you spots - how
many commercials you get. But, you as
a smart advertiser should know that
regardless of how many spots you buy
you may not reach a large enough
audience to make your ad effective.
So always buy to an audience and
not the number of times your ad runs.
One ad run on the right station
at the right time can reach more
audience than 20 spots on
the wrong station.