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Ride the Sold Train

No matter your budget, you can create retail marketing that screams "Hey, check me out!"

This story appears in the July 2002 issue of Entrepreneur. Subscribe »

Looking for the best way to market your retail business? From cybercafes to local dry cleaners, this month the spotlight is on building retail traffic and sales. The goal is choosing the most effective marketing opportunities within your budget. Because advertising costs are based on the number of people who will be exposed to your message, your media dollars will go further in a smaller city or town than in one of the top 10 largest markets.

But no matter where you're based, you can select from a host of marketing options, including directory ads, television, radio, newspaper, Web marketing, PR and events, marriage mail and outdoor media. Depending on your budget, here are some ideas for how to spend your marketing dollars:

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