After reading “Frequency of Restaurant Advertising Strategies: Exploring an Urban Market”, I learned interesting facts about ten advertising and promotion strategies used by various urban restaurants. The ten areas included food and beverage displays, specialty advertisements, food samples, electronic or Internet resources, newspaper advertising, radio advertising, directory advertising, direct mail, coupons and frequent dining programs. As a marketer, I don't think the sample size or population size gives an accurate response rate to the survey being conducted. Out of 500 members of the Urban Texas Restaurant Association, a random selection of 224 potential participants was invited to participate in a telephone survey. The telephone survey had two main objectives: the first was to study the promotion and advertising strategies used by urban restaurateurs as well as to evaluate the perceived benefits of each of the strategies used. Only 89 of 224 telephone surveys were completed, bringing the response rate to 39.7%. “Full-service restaurants accounted for 65.5% of respondents and quick service accounted for 20%. Independent restaurants represented 84.4% of respondents and franchised restaurants represented 10%. (Jackson, Titz, & DeFranco, 2004) Demographic variables in restaurants varied from restaurant operation, business format, service style, restaurant longevity, percentage of repeat customers, number of seats, and control average per person. Each variable had a different impact on the advertising and promotions used that benefit their establishment. Every company has advertising budgets and is used differently depending on the years in business and the money allocated to their advertising. Collateral advertising...... middle of paper ......urant. You absolutely have to spend money to earn a little more. A restaurant in Austin, Texas spent over $4,000 a month on advertising and it always amazed me that I never read or came across a newspaper, coupon, promotion or any advertisement. The business failed, and to this day I'm curious to know where the advertising money went. Taking this article can help point establishments in the right direction. Larger franchises have more money and are able to spend more money on radio and television promotions. Small, independent restaurants need to be judicious when choosing how to advertise their establishment so as not to waste their money without benefiting from growing their customer base. Works Cited Jackson, FH, Titz, K. and DeFranco, AL (2004). Frequency of restaurant advertising and promotion strategies. Explore an urban market , 17-30.