The suggestions bring in complementary products. Sales increase and the sales staff makes additional repeat sales or they increase their average tickets. Everyone wins, the store, the sales staff and most importantly the customer. The store's customers' perception of value received has increased and so do store profits. Lets look at some of these points individually.
Newspapers increase value by increasing perceptions of quality and saving effort.
The consumer does not need to wonder if a store has a product, they know. However, you typically only get the person with specific needs from an ad. We want to sell rooms, not just sofas. Some percentage of your promotional budget should, therefore, be directed to customer lifecycle ads. Radio and TV ads also provide quality perceptions and save effort.