This is perhaps best done through 'Omnibus' ads which feature many products, their prices, and brief slogans about their benefits. While there, they buy other things on impulse. Those retailers who wish to launch a large scale campaign may, of course, resort to advertising via radio, television, or widely circulated newspapers. It is very important to remember that for any kind of advertising, single ads bring very sparse results. It is also necessary to maintain a regular program of advertising throughout the year in order to continue bringing customers into the store.
Continual experimentation is necessary to determine which approaches are best.
Although proper advertising may involve an initially high expense, if it succeeds both in drawing more clientele into your store and in increasing sales in both advertised and unadvertised products, the initial investment may more than pay for itself. Once advertising has brought the consumer into your store, promotion and sales efforts must transfer the customer's attention and interest into desire and action to buy. In-Store Promotion Promoting merchandise may often be achieved by special arrangements with a manufacturer or a wholesaler. Often new merchandise will be offered at low introductory prices and the manufacturer or wholesaler will provide the retailer with special informative displays of the product as well as offer special rewards to the consumer. Many times a manufacturer will not offer displays but you will want to promote certain merchandise nevertheless.