ABSTRACT
Many restaurants try to promote their business by selling gift certificates. Customers
give these certificates as a present to their friends, who can then visit the restaurant
and pay with the certificates. Especially around the holiday season gift certificates are
good ways to increase sales. Most restaurants that sell gift certificates have a small
sign behind the cashiers indicating ‘Gift Certificates Available’. The majority of the
customers never notice this sign. Since people are overwhelmed with marketing
messages – some say over 3,000 per day on average – they block out most of these
messages, unless something special is done that draws the attention.
