Nielsen, the world's largest consumer insights company, found that advertising reach has a more significant effect on sales than branding, recency, and context.
There are many ways a local business owner can advertise. This includes traditional media like Philadelphia radio, local TV, and newspaper. It also includes online advertising options such as Facebook, Instagram, and Pandora.
They type of customer an individual business needs to reach depends on the goods and services the company sells. For instance, a daycare operator might want to reach households with young children. On the other hand, a real estate agent could be looking for consumers in the market to purchase a new home.