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Choosing the Right Advertising Medium for Small Businesses

For a small business, every dollar is precious. Small businesses do not advertise for the sake of advertising. Instead, they want to get the most return for their investment. Learn the advantages and disadvantages of each advertising medium that you can use to provide your business the winning edge.
by Lyve Alexis Pleshette
PowerHomebiz.com Staff Writer






If you are ready to get the word out about your business, one of the steps that you need to do is to select the right media where you will advertise and promote your business.

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For a small business, every dollar is precious. Small businesses do not advertise for the sake of advertising. Instead, they want to get the most return for their investment. Your advertising campaign should translate to greater sales, more profits and healthier bottom line.

While there are a number of venues where you can promote your business, you need to ask three important questions:

Where are my target buyers?
What is the best medium to reach them?
Can I afford to launch an effective campaign using this medium?
An important step to developing your sales and marketing plan is to select the right media to send out your message. There are no hard-and-fast rules as to which media is better. The right media for one business may be wrong for another.

Based on an excellent small business reference book "How to Start and Operate a Successful Small Business: Winning the Entrepreneurial Game" by David E. Rye, as well as contributions from our staffers, below are the relative advantages and disadvantages of the advertising media most frequently used by small businesses:

Newspapers. Newspapers are one of the traditional mediums used...