Toolbox Tip
It's important to match
your message with your market and choose
the appropriate
advertising medium.
Choosing the Right Advertising Medium
Advertising media is a vehicle used to convey your marketing message. It's important to select media that reaches your targeted audience with good results. Commonly used direct response advertising vehicles for small to medium-sized businesses include:
- Newspaper
- Direct Mail
- Magazine and Classified Ads
- TV and Radio
- Internet Ads
- Outdoor Media – Billboards, Signage
- Press Releases and PR
- Yellow Pages
For a successful campaign, it's important to match your message with your market using suitable media. Example: Advertising a retirement community using a loud, fast-paced radio spot on a rap station would be a waste of your adveritising dollars. Before you buy, make sure you've correctly identified your target prospects, created a message that motivates and selected the appropriate advertising medium.
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