In the Spotlight
Choosing products for ad campaigns
Choosing a featured product for your advertising isn't aseasy as picking a pretty picture. Greg Jones, vice president ofmarketing 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 lookfor its advertising (think Target's bull's-eye pattern).That way, even if you have to use the manufacturer'splain-vanilla product photos, you'll still stand out. Jonesalso says:
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