You can t sell corporate image in print. Additionally, many retailers try to shout the same message week after week and can t figure out why their advertising efficiency declines very quickly. From the consumer s viewpoint, they perceive newspaper as a price and item vehicle. Circulars, tabloids and broadsheets show selection. Radio does a great job selling urgency, and television is a magnificent way to educate the market and to make a sale a sales event.
Direct mailing is a personal form of advertising, ideally coupled with a special offer.
Each advertising vehicle is unsurpassed in its area of impact. Also, a medium-priced store can improve its position in the marketplace by investing more dollars in its television ads, raising the production quality of their ads. The secret here is that a second or third place retailer can displace the top store because TV educates not only with verbal messages but also with the way it is produced. With consumers going to fewer stores and more shoppers buying at the first store in which they shop, advertising gurus strive to create urgency in their advertising and hopefully not offend the senses of the targeted audience. Many retailers abuse this urgency message by putting too many greatest one-day sales within a short advertising calendar, leaving the customer to question the validity of the message and its messenger.