Advertising

How far should restaurant advertising reach?

The poster is seen by whoever walks past the door, and the digital ad for this week's food should not go farther than someone who can come back and see it. Do not open the map to the whole province: a far click does not fill the table the poster already names.

Measure the walk from the door to the neighbourhood that already books you.

In Madrid the ad shows fifteen kilometres out and the door poster talks about a menu those people will not cross town to see.

Poster and ad are left with the same reach, whoever can sit down this week, and whatever leaves that area is paused.

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