Many advertising sales organizations base their approach on discounting their advertising. This approach can work when the potential advertising buyer assumes your audience is her audience and is motivated by low prices. Sales-oriented sales techniques include buy-two-get-one-free promotions, free color when you buy an ad in every issue, free banner ads on the publication's or station's website, frequency discounts, free subscriptions to the advertiser's customers, customer leads generated by publication insert cards or a flat discount given at the discretion of the sales rep. Be careful how steeply you discount prices, warns Barbara Findlay Schenck in the August issue of "Entrepreneur" magazine. You might erode the market's perception of the value of your publication, website or station.