Comparison of a Retail Store Sign and TV Advertising
If a comparative study of a retail store sign and the TV commercials is made it will be seen that the amounts spent on the commercials is more but the benefits are more with the signage.
When you are using the television for advertising it is very likely that more people get to know about the products and services which you offer at one point of time. But taking this factor into consideration you cannot conclude that television advertising is more advantageous than the retail store sign. In the first place you need to conduct a comparative study of the prices of a retail store sign and the television. For example, it is seen that the cost of TV advertising is in and around 1000 dollars and that of the signage is something around 900 dollars. But still the chances are high that the business owners conclude that TV advertising is far better than the signage mode of advertising.
As far as advertising through the television is concerned the business owners in the first place must consider the kind of audience or the amount of acceptance from the side of the audience. For instance, it is very likely that you design the commercial in a proper manner with all the features integrated in it for prime time broadcast but the problem is that the chances are high that the audience gets up for a break and so they miss the information about your business. Moreover when they are at home in a relaxed state they might pick up a lot of other activities like attending the phone and in the process information dissipated by you does not get communicated. Moreover it is also true that some people will actually watch the advertising but will not make the purchase.
A survey says that 85 percent of the purchases which are made are from in and around an area of 5 miles radius. At this juncture you must calculate the profit which you can make from the TV advertising. If the amount spent on the TV commercials cannot be recovered through the earnings such investment is worthless.
On the other hand it has been observed that a retail store sign can actually bring in more profits to your business. There are several functions which are performed by a retail store sign and that is an important reason as to why the choice of these signs are given so much of importance. In the first place a retail store sign can identify the location of the business you are involved in and at the same acts as the sales personnel of the business giving out all the necessary information about the store. It is said that these signs do not directly say the name of the store but creates an impression in the minds of the customers. It has also been observed that a retail store sign is actually responsible for half the sales of your business. Last but not the least the durability of a retail store sign is more than the TV ads.