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1) People need to shop. If you need tires, you notice the ads. If not, you don't. Every day, a portion of the population wants your product. Will they consider you?
2) Name Recognition. When shopping, do people think of Wal-Mart, Canadian Tire, or you? They can't immediately think of you if they don't see your name anywhere.
3) People take time when buying, especially when the item is expensive. To buy a laptop they watch ads, study brands and list the features needed. It might take months but one dealer will get the business.
4) Customers forget. Consider Coke, Pepsi, McDonalds, Burger King or Wendys. Why continually advertise? The hard work is done – establishing the brand names. Why not stop and make stockholders happy with an extra dividend. The reason – customers forget without reminders and the competitor gains the mental stronghold.
5) Customers move. In some college towns the population completely turns every seven years. Students travel to their careers. Many customers move each year. Here's an idea: Hold a yearly "Grand Opening" to attract the new residents.
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