Check your advertising carefully

Examine ads from customer perspective.

Like in everything else, mistakes happen in advertising. However, some mistakes result merely from the failure to look at (or listen to) the advertisements from the perspective of the intended audiences.

Taking the time to closely look at the words and images to anticipate how they will be received by consumers is a must. Sometimes businesspeople are so close to the ad or time pressed that problems are not found.

For example, the newspaper ad shown is for a "huge" sale going on at a local car dealer.

Stop... you might pay too much! Unless you shop at our dealership this weekend!
However, this appeal does not match up with the image just below it which indicates prices won't be slashed (see the blue arrow inserted on the ad). Oops.

It's not the end of the world. Maybe not many people noticed it... but those who would were likely interested in the advertisement (a.k.a. car shoppers!). In any case, it could have been caught and corrected prior to publication.

Deal with issues impacting consumers proactively

It's not a new idea...
businesses just need to do it.

Gas prices have skyrocketed and have impacted consumer spending far beyond merely buying fuel for their personal vehicles. This is due to increased prices across many product types as a result from higher fuel prices for production and transportation being passed along to consumers.
....
Consumers are feeling the pinch.

If consumers are changing some buying habits this summer -- from what vacations taken to trading in trucks and SUVs for smaller cars, etc. -- what are businesses to do?

Sitting on the sideline should not be an option.
Businesses need to be proactive in addressing such consumer concerns. While offering free or cheaper gas with a purchase is not a new promotion (see example advertisement), it is very relevant to American consumers during Summer 2008. Hotels, restaurants, museums, etc. are promoting how their organizations can be part of "staycations" for those limiting or dropping vacation plans and staying closer to home (see example advertisement).