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The Functions of the On-Premise Sign

An effective on-premise sign is critical component of visibility, and the sign should receive the same careful attention as these other components.

It develops a memory for a location and the products or services available at the location.
It reinforces a memory and extends recall of other advertising efforts.
It attracts new customers by prompting first-time or impulse visits or purchases.
It modifies customary purchase decisions or habits. Changeable copy and temporary window signs are especially effective in encouraging variation from accustomed consumption patterns. (For more about modifying customary purchase habits, see the section that follows.)

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