Circulars grab attention

Article Abstract:

Renters Choice Inc store managers stimulate sales by direct-mailing four- page folders to prospective buyers. The circulars are also inserted in local newspapers. Renters' Bagwell advertising agency uses the circulars as its advertising strategy, with each edition featuring a balanced combination of furniture, consumer electronics and appliances. Renter's exec vp Dow Arnette refers to the circulars as their advertising backbone which their store managers use to deliver attention-getting product- quality messages.

Renters Choice Inc.

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Strong sales begin with ad plan

Article Abstract:

Furniture retailers can increase their business by implementing an advertising planning and budgeting system. The first step is to organize an advertising committee that meets regularly to come up with an ad plan and budget. The process is started by determining sales projection for a month and to plan three months in advance. With sales projections established, a sales percentage based on the projections can be allocated. The recommended percentage is 7%.

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