This Chapter offers guidelines to help you plan your advertising budget, select media, use cooperative advertising, and prepare the ad itself. Perhaps the owner thought this was funny, but valuable advertising space was being wasted. Windows are valuable attention-getters. The retailer not only missed the opportunity to advertise products, but also missed the chance to project the store image to the passing public. In retail merchandising, advertising begins with the store and its windows.
Rental costs depends on location and customer traffic so window displays have special values.
One study by a trade publication allocated as much as 40 percent of the store's rent to its window space. The giant stores in New York, Chicago, or Los Angeles fully capitalize their window value, but smaller stores often waste them. The sales budget is the foundation of all business. It affects profits and costs, including the advertising investment. In preparing the advertising budget, first decide what percentage of your anticipated sales volume you will allocate to advertising.