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Target Advertising
By Maren L. Hickton

Many independent restaurateurs do not advertise as consistently as they should with a marketing plan and suitable budget in place. Unlike the chains that set aside a reasonable percentage of their annual net profits to adequately produce a strategic advertising plan, smaller operations tend to advertise impulsively and only as extra funds are available. The problem with this 'seat-of-the-pants' marketing approach leaves owners unable to pinpoint specific results with the general feeling that advertising is a waste of money.

The following tips may be helpful in formulating an effective plan:

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