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Business in Savannah – The Randalls

“… Promotion … is one of the greatest challenges confronting any company,” according to Jim Randall and Cindy Randall in theirBiS column titled “Advertising for small businesses can be a critical decision.”

The Randalls discuss the why, where and when decisions facing small business owners:

“Initially, the business owner needs to set company goals and establish the purpose of advertising.  Next he or she must determine which advertising media will help the company meet its goals.  Finally, the owner should decide when to advertise.”

They also provide rules of thumb for how many times an advertisement must be aired or run “ … before it is noticed or it sinks into a consumer’s conscientiousness,”  and how many times an advertisement must be heard before a consumer is moved to action.



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