As mentioned in the previous post, today I'm republishing the second part (read here the first part) of the great article titled "Signs And Your Business", written about 20 years ago by Karen E. Claus.

In this second part, she explains which are the four basic criteria used To Judge The Effectiveness of advertising media.

Also, she explores the reasons why signs are so important for your business and why "There Is No Better Advertising dollar value than your on-premise sign."

I am sure you will find the article very interesting.

===============================

THE ADVANTAGES OF SIGNS

On-premise signs are your Most Effective And Efficient means of commercial communication because they are inexpensive, always on the job, and directly oriented to the trade area of your business.

Signs Are Effective

There are Four Basic Criteria used to judge the effectiveness of advertising media: (1) coverage of the trade area, (2) repetition of a message, (3) readership of a message, and (4) cost per thousand exposures of a message.

Let’s see how signs measure up to the above criteria;

• Signs are oriented to your trade area. Signs do not waste your resources by making you pay for wasted advertising coverage. The people who see your sign are the people who live in your trade area.
  
  
  
• Signs are always on the job repeating your message to potential customers. Your on-premise sign communicates to potential customers twenty-four hours a day, seven days a week, week after week, month after month, year after year. Every time people pass your business they see your sign. The mere repetition of the message will help them remember your business.
  
  
  
• Nearly everyone reads signs. Signs are practical because nearly everyone is used to looking at and reading signs, even small children. Studies have shown that people read and remember what is on signs. When special items are displayed, sales increase for these particular items within the store.
  
  
  
• Signs are inexpensive. When compared to the cost of advertising in other media, the on-premise sign is very inexpensive. [...] There is no better advertising dollar value than your on-premise sign.

===============================

Next Thursday I will post the third part of the article, titled "Studies of Advertising Values and Effectiveness".