Carrol Daily Times Herald from Carroll, Iowa on March 26, 1976 · Page 24
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Carrol Daily Times Herald from Carroll, Iowa · Page 24

Carroll, Iowa
Issue Date:
Friday, March 26, 1976
Page 24
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Ten Reasons Why You Should Increase Your Advertising in the Carroll Daily Times Herald i 2 3 4 5 6 7 8 9 10 Whether business is good or slow,/you have to get your share of what business is around, knowing your newspaper advertising gives you an immediate advantage over marginal competition at the very moment you need an edge. ;• ./ * .;> In times of uncertainty, consumers are careful and a little reluctant to spend. They want to be sure before they buy. They want information. The basic, primary way to get information about products, services, prices and values is from newspaper advertising . . . yours or somebody else's. • Maybe you figure other retailers in your line are going to cut back their advertising, so it's safe for you, too. Right? Wrong. You're in competition for the consumer's money with every other retailer in your area, no matter what he sells. People have only so much to spend and if they don't spend it for what you sell they'll spend it for something else. Slow times ahead? Perhaps but there are more women working now than ever before, adding to family income. People all need and want goods and services and will spend for them. There's plenty of business out there. Your competitors will be bidding for their share . . . andyours. You can't do much about things that happen in the marketplace — rent, price of merchandise, what the competition will do. But one thing you do control is your own promotion. Remember newspaper advertising is not just cost of doing business. It's a proven sales tool that returns many times your investment in store traffic and sales. Remember how long it took you to get started? Once you build up a business you can keep it going with a moderate, consistent newspaper advertising program. But if you cut your advertising and lose your hold on the public's awareness you'll find it's much harder to build up again. It's sort of like starting all over again. Your newspaper advertising is part of your sales force. Ads help to presell the customer — and help you close sales later. What saves you time saves you money. 1 * You say your customers know you and for a while they'll keep coming in even if you don't promote? That's partly true, but short-sighted. Remember, many people change their address each year. So there's a steady flow of your customers out of your market, and a corresponding influx of new folk who don't know you at all. Tell them about yourself. Here's a hard fact to chew on. Over any given period, a company that advertises below the industry average has sales below the industry average. Advertising is news about products and services. Most shoppers look for this kind of news in the pages of the daily newspaper. In plush times, retailers often experiment with other media. But when the going gets tough, they concentrate their efforts in the daily newspaper because it provides an immediate payoff at the cash register. ' V If you're afraid business is heading for a slowdown, that's the best possible reason to increase your advertising in the Carroll Daily Times Herald. Give us a call. We'll help you plan a program that will pay dividends in more store traffic and more sales. It's only good business. For both you and your customers. Times H Phone 792-3573

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