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 A SALESMAN from the local newspaper rings and invites you to take an advertisement “in our special XXX supplement”. Should you pay for an ad?

If this promotion fits within your marketing plan (and you should most certainly have one if you’re trying to promote your business), yes.

If taking part will promote your image as someone who cares about your community, such as being seen to support a charity, maybe.

Otherwise, think hard about it. It might be a waste of your money. One-off promotions are often effective ways for media companies to boost revenue.

Repetition enhances your chances of success. A one-off promotion doesn’t provide repetition.