Run cheap tests by first targeting local markets. It is hard to predict what will work, so it is often useful to run several small offline ad tests in parallel. Each offline ad medium is testable locally. Then you can scale up to regional or national campaigns if warranted. Seek out remnant ad inventory for the highest discounts. You can use remnant ads for both initial tests and scaling this channel. The downside is less targeting ability, both in terms of demographics and timing. Use unique codes or Web addresses to track the effectiveness of different offline ad campaigns. Make sure before
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