Essay on Advertising
Outdoor advertising/billboards: These reach more people for a dollar than any other media, but are limited to a picture and no more than eight words.
Radio: Reaches the second most people for a dollar, but cannot be targeted geographically and can only be loosely demographically targeted. But if people will drive significant distances to buy your product, or if you're selling a "we come to you" service, this is likely your best bet.
Cable television: Offers the impact of moving images as well as spoken words. Can easily be geographically targeted. But your ad will likely look homemade.
Broadcast television: Big prestige. Big bucks. But able to target psychographic profiles. Buy specific shows; never buy a rotator.
Newspapers: Reach customers who are in the market to buy today. Unfortunately, people not currently in the market for your product or service are less likely to notice your ad than if it had appeared in another media.
Magazines: Expensive, but high-impact with tight targeting. Little waste. Weakness is infrequency of repetition.
Direct mail: Highly targeted, all the way down to the level of the individual. But shockingly expensive to do right.
Yellow Pages: Essentially a service directory for the customer who has not yet made up his or her mind.