Pavement signs are another way The Star Café promotes and is really effective as it’s free and a brilliant way to express promotion offers. Even the manager clearly stated “it’s perfect for small businesses to use”. It was clear that the respondent’s most popular way to find out about The Star Café was walking past and seeing the pavement sign. In fact 50% of respondents stated this was how they found out about the café. This shows that this is the most popular form of promotion from my respondents. This form of promotion is very popular with other cafés. However if The Star Café support a USP and cheaper prices upon the pavement sign unlike their competitor, this will make head way for more customers. The objective of pavement signs is to “display their current promotional offers”. The position of AIDA (attention, interest, desire, action) in respect to pavement signs is very effective as it attract the attention of the customer off the street into the café. I believe if The Star Café produce more and more consistent offers, the customers will be interested in