rket, we can expect to see this kind of image making. Service providers will succeed by developing their networks and their image synergistically. It is important to have market presence where we want to sell our product. This ap- plies not only to the large service area of the wireless system but also to the specific ar- eas that we can serve more cheaply. Superbowl advertisements on television are an ex- ample of very broad-based advertising for a national market, whereas local television commercials may have coverage comparable with that of our wireless telephone sys- tem. Supermarket fliers, on the other hand, allow targeting of very specific areas. The right mix of broad and narrow promotion gives a service provider control of the growth of subscriber demand. Since people often buy wireless service from a storefront sales office, we can position these stores where we want the growth to occur. We may be limited in managing 4We have to be a little careful because the association has to be in the same general area. May- tag has a good reputation for dishwashers but might have a hard time selling computers. Xerox had a tough time bringing its excellent reputation in photocopiers into the computer marketplace. Downloaded from Digital Engineering Library @ McGraw-Hill (www.digitalengineeringlibrary.com) Copyright © 2004 The McGraw-Hill Companies. All rights reserved. Any use is subject to the Terms of Use as given at the website. Regional Growth in a Specific Area Increasing Capacity growth through storefronts if we sell largely through franchises rather than through our own name-brand stores. Some franchises put restrictions on targeted marketing opportunities in an effort to ensure fairness to all independent managers. As mentioned earlier, we also must be cautious about nearby areas where our network is congested. Selling lots of service to an underserved mall near several underserved new housing developments sounds excellent. However, we may discover that the freeway from the housing developments to the mall h