Aarons 2006 Annual Report Download - page 11

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9
is constantly being upgraded to capture more and more
information to improve our product flow. While freight
costs have increased dramatically over the past few years,
our back-haul revenue, fuel program and vehicle routing
techniques have helped offset much of these increases. All
of our competitive advantages of increased buying power
and more efficient logistics will support continued growth
in the Aaron’s store base.
Mark Rudnick
Vice President, Marketing, Aaron’s Sales & Lease
Ownership Division
Years with Company: 6
All of our corporate marketing efforts are designed to
build the image and brand awareness of Aaron’s on
both the national and local levels while driving traffic to
our stores. In some respects, the marketing function is
getting easier. With the significant growth in our store
base comes a larger marketing budget that allows us to
purchase more national advertising and increase the size
and frequency of our local programs.
We have had an in-house advertising
agency for over five years now. We
know our customers better than anyone,
and the in-house agency allows us to
create targeted advertising campaigns
and sound media investments without
having to pay agency fees.
Direct mail continues to be our core
advertising vehicle. We produce over 20
million circulars monthly. In the last