1- Advertise to Reach New Customers.
Your market changes constantly. New families in the area mean new customers to reach. Also, people earn more money, which means changes in lifestyles and buying power or habits. The shopper, who wouldn’t consider your business a few years ago, may now be a prime customer. Remember, 20% of families will move this year, 5 million people will be married, and 4 million babies will be born. These are all life changes that dictate buying power and buying habits.

2- Advertise Continuously
Shoppers don’t have the store loyalty they once did, therefore you must advertise to keep pace with your competition. The National Retail Merchants Association states: “Mobility and non-loyalty are rampant, and as such stores must promote to get former customers to return and to seek new ones.

3- Advertise to Remain With Shoppers Through the Buying Process
Many people postpone buying decisions. They often go from store to store comparing prices, quality and service. Advertising must reach them steadily through the entire decision-making process leaving your company name fresh in their minds when they ultimately decide to buy.

4- Advertise Because Your Competition is Advertising
There are only so many consumers in the market who are ready to buy at any one time. You’ll need to advertise to keep regular customers, and to counterbalance the advertising of your competition. You must also advertise to keep your share of customers, or you will lose them to the more aggressive competitors.

5- Advertise Because it Pays Off Over a Long Period
Advertising gives you a long-term advantage over competitors who cut back, or cancel advertising. A five year survey of more than 3,000 companies found Advertisers who maintain or expand advertising over a five year period, see their sales increase an average of 100%. Companies who cut advertising actually averaged sales decreases of up to 45%.

6- Advertise to Generate Traffic
Continuous traffic is the first step toward sales increases and expanding your base of customers. The more people who come into your place of business or at least shop you, the more possibilities you have to sell additional products or services. For every 100 items that shoppers plan to buy, they make 30 unanticipated “in the store” purchases, an NRMA survey shows.

7- Advertise to Make More Sales
Advertising works! Businesses that succeed are usually strong, steady advertisers. Look around. You’ll find the most aggressive and consistent advertisers are almost invariably the most successful.

8- Advertise Because There is Always Business to Generate
Your doors are open. Salespeople are on the payroll, and even the slowest days produce sales. As long as you’re in business, you’ve got overhead to meet and new people to reach. Advertising can generate customers now and in the future.

9- Advertise to Keep a Healthy Positive Image
In a competitive market, rumors and bad news travel fast. Advertising corrects misleading gossip, and punctures “overstated” bad news. Advertising that is vigorous and positive can bring shoppers into the marketplace, regardless of the economy.

10- Advertise to Maintain Employee Morale
When advertising and promotion are suddenly cut or canceled, salespeople may become alarmed and demoralized. They may start false rumors in an honest belief that your business is in trouble. Positive advertising boosts morale. It gives your staff strong additional support.

What Are the Benefits of Local Newspaper Advertising?

o Advertising in a local newspaper ensures your ad will be seen by people in your target market. Internet advertising is harder to target locally because of the International nature of the Web.

o Printed products are far more tangible and useful to many people than TV advertising. Hearing about a product or a phone number on a TV commercial may be fleeting and leave people trying to remember the message. But people can cut out a newspaper ad and use it when it’s convenient to find out more about the business.

Audience Size
o While it can be hard to find out exactly how many local people visit a website, you can find out the exact circulation of the local newspaper. This gives you a better idea about the size of the audience you are paying for.

o A newspaper ad will be seen by the newspaper demographic–typically well-educated people with average to above-average incomes. This is a great demographic to target, because the people have more disposable income than those in less-educated audiences.

o A local newspaper will have posted advertising rates, but there is some negotiation room with smaller newspapers. Ad prices may be negotiable with increased commitment; don’t forget to ask your rep about contract discounts.