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
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.