ant more subscribers to sign up. We can put more storefronts in the neigh- borhoods where it costs us less to add capacity. We can even run telephone sales cam- paigns selling service in areas where we want increased growth. Newspaper advertis- ing allows specificity of location that television and radio do not. We want to try to reach subscribers based on where they will use their cell phones. A neighborhood advertising campaign should be aimed at people who will make calls in the neighborhood. One approach is to market extra cellular telephones on family plans in areas where schools and local malls have room for growth. This region-based targeting should attract more local shoppers than commuters. On the other hand, if we are trying to boost demand on the commuting route, a different targeting strategy would be required. 45.2.2 Price promotions We can do more than advertise usage where we want it to happen. We can promote us- age by selling it for a lower price. It is like those gaudy commercials we have in the United States, "We pass the savings on to you." By selling airtime for less in target areas, we encourage subscribers to use the ser- vice in those areas. However, we also present a more attractive price, encouraging new subscribers to sign up for service in those areas. In a highly competitive market for wireless service, a small price difference can stimulate a lot of growth. Where this is 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 true, we can use price differences to control geographic usage patterns. This will not be feasible for some service providers who offer identical service nationwide. On the other hand, it is excellent for service providers who have specifically sought regional or rural licenses and have identified their companies with the area. We are used to t