In a study conducted by 3M Corporation for the National Electric Sign Association, they found that compared to radio, television, and newspaper (or print advertising), on-site signage was considerably more effective for small (or independent) businesses. While newspaper ads can help small businesses reach between 24 and 65 percent of their target market, on-premise signage could allow them to reach as much as 100 percent.
http://ezinearticles.com/?Top-5-Marketing-Tips-for-the-Optical-Practice&id=8427569
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