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Chapter 12. Advertising

Advertising will be a key element of your store's success. In fact, when some of the largest Web stores have gone public or gained additional financing, one of their primary reasons for doing so was so they could spend more money on advertising. Now most of the major online retailers advertise regularly on radio and television. With so much competition for Web traffic, advertising can be an essential means of spreading the word about your store.

How do you plan an advertising campaign that gets you the most return for your dollar? There are a number of options to consider, both on the Internet and in traditional media such as radio, television, newspapers, magazines, and direct mail. This chapter is intended to help you weigh all of your advertising options, both on and off the Internet. We'll cover when, where, and what to advertise.


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