This article is from page 10 of the 2012-06-26 edition of The Clare People. OCR mistakes are to be expected so download the original SWF or the rendered page 10 JPG
ENNIS Chamber of Commerce has warned local businesses to be extremely cautious when advertising in publications that they are not familiar with and to do their research before placing any advertising.
The warning comes following a disagreement between three Clare businesses and a UK-based publications company over advertisements published in the ‘Friend for Life’ magazine.
The local businesses claim that they were sold the advertisements under false pretenses by the Vision Group, who publish the magazine. The Vision Group however, claim that the advertisements were sold to the Clare businesses legally and in good faith.
According to Rita McInerney of the Ennis Chamber of Commerce, proper research is the key for ensuring that Clare businesses get the most out of their advertising budget.
“Ennis Chamber would advise any business considering advertising with a publication that they are not familiar with to exercise caution. Businesses should ensure that it is a legitimate business and conduct a background check through some research on the internet or by requesting a company registration certificate or a charity number and then verify this with the authorising organisation,” she said.
“Dun and Bradstreet offers a credit check service on any business world- wide at a reduced fee through Ennis Chamber, which is worthwhile when considering doing business with a company you a not familiar with.
“This is particularly relevant for international trade, where business legislation can differ from country to country and it is more difficult to find out information. Businesses need to advertise to ensure their customers know what they have to offer but such marketing has to be conducted in a targeted way and businesses should investigate to ensure that the advertising does actually reach the audience to which it is intended,” she said.
“With tight budgets, businesses have to receive the most return on investment when marketing their products and services.”