Suddenly future advertising becomes an expense not an investment. Costs like this cannot always be recouped quickly and may start a downhill slide that can destroy a company. This is the store's way of testing the waters for a specific product or service. If the product tests well, the store can run future ads promoting the product. Service businesses can test additional services at a discount to customers when the primary service is purchased at full price.
Advertising is like eating an elephant.
It's done in small bites not one big one. You will run several ads over a period of time rather than one large ad. How much the ad will cost depends on the answers to the following questions. All advertising must accomplish a specific definable goal. You must be able to track whether the ad is working or not and why.