By Jay Siff Despite the increasing abundance of media choices today, most restaurants still consider TV commercials to be the "elite" form of advertising. Television can definitely pay off. But that doesn't mean that independent restaurants with less-than-TV-sized ad budgets can't be amazingly effective. In fact, some forms of marketing communications deliver a far higher ROI, on average, than a TV ad campaign. At the very top of this list is direct response marketing. As the name ...

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