• Newspapers provide a flexible, timely source of credible information, excellent in local markets.
• Radio has a wide reach and is suitable for mass selling to a whole market concerning a pending or ongoing selling campaign.
• Television is costly and not often a first choice of media. As with radio it is not as spe-cific as the new venture requires for start-up, unless there is a good budget available.
• Magazines are excellent, particularly if accompanied by articles or stories about the new venture and its product. This lends credibility to the selling effort.
• Outdoor billboards are good in local markets and in making an appeal to automobile drivers for big ticket items.
• Telephone directories—Yellow pages—are a must for retail operations, although not necessarily industrial, commercial products.
• Brochures and catalogues are the most important ad piece for the entrepreneur. They should look professional and fully explain the product or service offered.
• Direct mail is often the most effective technique when accompanied by sales follow- up for commercial products and services.