Here are some reasons that you might want to consider advertising.
To increase store traffic.
To move more product.
To make the cash register ring more often.
To reduce cycles.
To intimidate the competition.
To support a national campaign.
To promote seasonal activities.
To reposition the competition.
To introduce a new company or product line.
To eliminate a "me too" image.
To initiate, stimulate, or maintain momentum.
To promote a "trendy" item.
To fight off a stiff competitor.
To enhance employee pride.
To create the image of largeness.
To promote extended hours.
To keep up with the competition.
To relate holiday greetings.
To resell customers who have been lost.
To punch up weak days or weeks of the month.
To move excess inventory.
To retain existing customers.
To build a sense of urgency.
To test new services and products.
To increase internal motivation.
To move higher margin merchandise.
To generate faster turnovers.
To promote a new location.
To promote newly arrived merchandise.
To take advantage of a vulnerable competitor.
To extend into special markets.
To upgrade customer profile.
To promote an ''under new management" theme.
To fill-in last year's slow months.
To expand trade area.
To promote new prices/pricing structure.
To foster goodwill.