Advertising 2018


Advertising is quite different in a 2018 world than it was 40 years ago.

Our advertising strategy (different from the marketing strategy*) was:

  • Newspaper – 60% display & classified
  • Radio – 20% 
  • Direct mail – 10%
  • Television – 5%
  • Word of mouth – 5%…. the least measurable

While some home furnishings stores use newspaper inserts….it is not cost-effective for smaller businesses. The primary reason for a different strategy is the:

  • Decline of newspapers 
  • Proliferation of radio and TV/cable channels
  • Internet

A 2018 media lineup might consider:

  • Effective direct mail – Life time customer value
  • Superior Internet presence – Dynamic and current 
  • Word of mouth – Community involvement 

*  Marketing Strategy:  Moderate price….good quality….selective brands….superior service….customer recognition….name identity.


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