OPERANNG OPPORTUNITIES

WALLY LYNCH

Paid Associates

PO. Box 741623 Dallas, Tx.75243

The following material is a continuation of the Operating Opportunities column oppearing in the January issue - ed.

Direct Mail

Pros: The audience is easily targeted. It is versatile. The cost is low in relation to most other media channels.

Cons: The enmity toward junk mail. The delivery time required. Mailing list ambiguities and duplications.

Yellow Pages

Pros: Good retention time. Presented by categories. Large distribution.

Cons: Space sold by annual lease cost. Performance measurement is difficult. Category listings often require multiple insertions.

Telephone

Pros: Customer easily targeted. Low cost locally. Adjustable as message is conveyed.

Cons: Illegal in some forms in some places. Many customers believe it to be an invasion of privacy. Cost compounded by long distance toll charges.

Magazines

Pros: Reaches specific formatted reader. Has a long shelf life. Generally superior reproduction.

Cons: Limited but specific audience. Long lead times to publications. Multiple insertions required for separate editions.

Billboards

Pros: Geographic flexibility. Generally lowest cost per 1000 exposures of any media. lmpact is away from home and office.

Cons: Illegal in some areas. Minimal message content for fast comprehension. Difficult to measure effectiveness.

Point Of Purchase

Pros: Provides for multiple freestanding variations as well as support functions. Traffic and attention-getter. Often reusable.

Cons: No standards or formats. Item selection to avoid clutter can be diflicult. Needs constant attention.

Novelties And Specialties

Pros: Easily targeted. Good retention time. Attention-getter.

Cons: Cost per 1000 is generally high. Message is limited. Measurement of effectiveness is difficult.

Transit

Pros: Captive audience. Low cost. Multiple exposures.

Cons: Small audience, misses nonrider segment of population. Crowding during rush hour can obscure the message.

A first step tojoining the ranks ofretailers who advertise is to audit what is happening in your trading area. ldentify what you're doing as well as who is doing what when.

Attempt to determine where an opening exists. The idea is to single out where opportunities exist to drive through a wedge to reach potential customers

The pundits of Fifth Avenue classify advertising in many ways, but what you're looking for is something you can afford that will pay dividends in cost effectiveness. A good customer is someone with whom you can maintain communications.