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Making smart advertising choices

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by Karen James

Saying I’ll advertise when business picks up is like an employee saying: give me a raise and I promise I’ll show up for work on time. Or, a farmer praying: Lord, send me a harvest and I promise I’ll plant next year.  It doesn’t work like that, does it?  You advertise when business is up to keep it up, and when business is down, to push it up. Priming the pump gets your business noticed.

It’s normal for every business to have highs and lows. How long you stay down depends on the effectiveness of your marketing strategy. It’s better to do small scale advertising over a period of time than big advertising sporadically.

To help you make smarter advertising choices, let’s examine newspaper versus radio advertising.

l With radio, the market share is divided into smaller numbers for market penetration.  

l Listeners can easily miss key information, due to background noise while driving, doing chores or dealing with people.

l However, a newspaper gives people a tangible record of the ad. People buy newspapers to see what’s being advertised.  

l The market share for newspaper is larger than radio.

l People remember up to 90 per cent of what they read, but about 70 per cent of what they hear.

Aim for a consistent presence in the public. Remember, “Dripping water hollows out stone, not through force, but through persistence.” Ovid.

Contact us today at marketing@searchlight.vc or (784) 456-1558 or (784) 494-0031. We’ll help you get noticed.

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