Newspapers are an inexpensive way to reach a mass audience. They're flexible and good for price advertising — promoting a sale or a special deal on your product or service. Newspapers carry a lot of ads, however, so there's a risk that yours may get lost in the clutter.

Magazines offer a slightly better opportunity to catch a reader's attention than newspapers do, but they typically cost more. Magazines are good for promoting your company's image and building its credibility. Trade magazines and general business publications are worthwhile for business-to-business advertising.

Radio is a relatively low-cost, high-impact choice for local advertising. It's one of the best ways to reach a targeted market, but costs are slightly higher than for print ads. Repetition is especially important in radio advertising.

Television advertising is extremely high-impact, but it's expensive to buy spots on major networks. Cable channels that will air your ad in select markets are more affordable.

Yellow Pages advertising isn't cheap, but it delivers hot prospects — people who are ready to buy. It's a good choice for local and area-specific businesses.

Outdoor advertising offers high visibility, and the cost per viewer is relatively low. But outdoor ads — billboards and transit ads — are best used in conjunction with other forms of advertising.

Before you advertise in any medium, think about what your business does. Consider your target market, your competitive position, and what sets your business apart, along with the key benefits of your product or service. Advertising shouldn't focus on features, but on benefits — what your product or service will do for the customer. Your audience wants to know what's in it for them.

Repetition is the golden rule of advertising. One-shot ads seldom work. In fact, research indicates that the average consumer ignores two out of three ads and requires nine exposures before readily remembering an ad. That means you have to run your ad several dozen times to make an impact. Advertising has a cumulative effect; it takes time to get results. When it does, make sure you have the inventory and staff to handle increased demand.

And don't spread yourself too thin. Try one advertising medium at a time, and give it a chance to work. It's better to be dominant in one medium than to have a minimal presence in many.

Remember, an ad campaign is just one part of a larger marketing effort. To effectively promote your business, use an integrated approach that combines advertising with public relations, direct mail, special events, trade shows, newsletters, brochures and other marketing materials.