When business is good, it pays to advertise; when business is bad, you’ve got to advertise. Advertising is the mouthpiece of business. It is essential. Retailers are offered a multitude of avenues to promote their products; the greatest challenge is deciding where to invest your advertising dollar to get the maximum return. Advertising your business, services, and products does not have to be haphazard. You can plan, measure and monitor your advertising activities… 1. Consider your audience. If you do not know your target audience, and you blanket advertise, you will be wasting your advertising budget. Everyone’s target market will be different, which is why you need to consider, firstly, such general variables as: the geographic location of your business and your audience – passers-by, workers, or residents the age group you wish to attract the gender you are targeting the primary socio-economic group you are hoping to draw upon [...]