Traditional
Even though most major newspapers have either gone out of business or are on life-support, the medium itself should still be considered in the total marketing plan. But there are other choices now. Some major cities are publishing a scaled down single section newspaper with short articles and a vast amount of color. There are also area newspapers within a city to be considered. Most newspaper companies have switched their focus to selling internet products. Other types of print advertising are still viable.
One, in a series of ads for a national commercial furniture distributor/installer targeted to business owners and managers as well as commercial space planners and architects.
Radio and Television
Before broadcast can be considered, it must meet several criteria for any business. Is it cost effective for the business being considered? Is it a good fit? Does the company have multi locations and/or sell on a local, regional or national scope? These are only a few considerations.
Radio – In addition to local music, sports and talk shows, there are regional and national sports and talk show choices, as well as satellite radio. But before a decision is made, solid research must show it is a correct fit and offers a respectable return on investment.
Television – Television choices have become more complex with cable, dish and satellite. Television needs to be considered in the media mix. The same guidelines apply to television as radio, except one has 100 times more choices.