Four Questions to Ask Before Buying Advertising

To make sure every dollar you spend on marketing is used effectively, ask yourself these questions (and get some answers): Where does your store rank among competitors in consumers' awareness? I worked on projects for independent jewelers in two major cities that chose not to invest in advertising. Both were in business for close to 100 years. Nevertheless, research to determine the stores' visibility in their markets didn't find a single article from a newspaper, historical society archive, or Google search. The researchers found one old newspaper ad and a mention of one of the owners in a synagogue directory. How well do you know your customers? To learn what demographic characteristics the majority of your clients share, take your mailing list to a research company or direct-mail house, which can create demographic lists highlighting household incomes, neighborhoods, marital statu

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