Full access to Entrepreneur for $5
Subscribe

In the Spotlight

Choosing products for ad campaigns

By
This story appears in the December 2003 issue of Entrepreneur. Subscribe »

Choosing a featured product for your advertising isn't as easy as picking a pretty picture. Greg Jones, vice president of marketing at Nova Marketing, a retail promotion agency in Quincy, Massachusetts, says that smart retailers first look at trends, previous success stories and current inventory.

Jones believes every business should create an identifiable look for its advertising (think Target's bull's-eye pattern). That way, even if you have to use the manufacturer's plain-vanilla product photos, you'll still stand out. Jones also says:

Continue reading this article -- and everything on Entrepreneur!

Become a member to get unlimited access and support the voices you want to hear more from. Get full access to Entrepreneur for just $5!