For the shopper browsing through an ad deciding whether to make a purchase, a picture could easily be worth a thousand words. For the shopper intent on spotting a particular item once they arrive at your store, having a product or package image in mind is valuable. For these people and others, feature in your advertising enough pictures of what the customer will see. If you're selling a sofa, have a photo or drawing of the sofa. If you're having a sale on soap, show us what the soap package looks like.
There are lots of considerations in deciding how to format your ads. Images take up more space than just a listing of product names and prices, so you'll need to judge how many images to include. Similarly, when deciding which brands to carry in your store, you'll consider many factors. Include among them the content and format of the advertising that the manufacturer and supplier do for the brand. Do newspaper, magazine, and television ads feature pictures of the products?
And how about in radio advertising? Do you and do the manufacturer show images of the product on the radio? Pulling that off is not as easy as flashing a photo on TV. On the radio, it takes descriptive words. "Headache relief in the easy-to-spot yellow and red box." "A pillow-top mattress with a distinctive quilted design."
A classic finding in consumer psychology is that shoppers entering your store usually remember little specific content from advertising. Because of how much information is hitting our brains every day, we store only what's necessary. This is especially true with the senior citizen shopper. As a retailer, you'd like your customers to include in what they do store enough cues to easily select the product.
Tell them what to look for.
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