Still others will utilize radio to capture the attention of the market for that limited time only sale. Whatever form advertising takes, the financial commitment to advertise is a very basic business decision. Advertising expenses should be planned with a return on investment in mind. For every advertising dollar, the business must recoup a percentage as part of every sale. When you set discounted promotional pricing that must be considered as well.
Advertising is a fundamental business question.
The question now becomes how to budget and implement an effective advertising program. Plan your expected highs and lows for foot traffic and sales volume. Develop a one-year advertising plan. In your own mind, you need to know when to emphasis advertising in your marketing mix. You can't advertise everywhere all the time.