Of course, it is easier to just run that old newspaper ad and pretend none of the new math exists. You can do exactly what your fathers did before you, because if it worked for them, it surely can work for you. Or, you can begin to start your future today and begin to build a solid base with your specific target audience and tell them who you are, where you are, what you have to offer that no one else has in your market place, why they should select your store and when they can come in to visit you. In truth, the newspaper is not bad. It is only limited.
Television is constant and always there in front of the prospective buying public.
It can be used to reach a specific buying audience with programming that is unique to that specific audience. It can be used to reach the targets when they can be reached, not when they are in a non-information mood. It can begin to build your message base effectively and efficiently. Regardless of your advertising bent, if you do not tell the people, they will not come. If you continue to tell them about price, they will not respond.