Newspapers and Magazines
Certain businesses still do well advertising in traditional newspapers and magazines.
Your newspaper advertising strategy will depend on your type of business. The first question is: “When and in what section of the newspaper do your customers look for your type of business?”
Guidelines:
1. Over time, a smaller advertisement run repeatedly will do better than a large ad run less frequently.
Your service or product might be one that people buy when they are ready so you need to keep your name in front of them. You also build trust with repetitive exposure.
2. People shop different days of the week. Friday, Saturday and Sunday papers are more for weekend shopping. A retail business will want to focus on these days.
3. The general public looks for certain information on specific days. If your competitors are all running their ads on Wednesday, there is a reason.
Make sure you maintain your logo (brand) in all of your print advertising. This will keep you consistent even though your offer might change,

Direct Mail
Direct mail is a tried and true advertising medium. There are several advantages to direct mail:
1. Direct mail is measurable. When customers walk through the door with your mailer in hand, you can easily measure response. Some direct mail outfits will track this data for you.
2. Direct mail is inexpensive. When you are conducting a direct mail from a targeted list, this is a cost-effective use of your advertising dollar. You are getting your message to those who are genuinely interested. Each direct mail campaign should get better than the last. Using response analysis data, you should be able to analyze each promotion become more effective.
3. Direct mail is targetable. Rather than sending a generic message out to the general population, direct mail targets your audience. A direct mail company can help you gather information about your target audience.
4. Direct mail is timed and planned. Direct mail is also the only advertising that can be guaranteed to reach its audience.
5. Direct mail is private communication. Secret - between you and your prospect.

There are several advantages of direct mail but unless you are very experienced with this type of marketing, this is not a do-it-yourself project. Success is typically forty per cent dependent on the list, forty per cent on the offer, and twenty per cent on everything else (creative, layout, paper stock, etc.). Gain the assistance of a reputable direct mail firm, and enjoy the rewards.

• Make sure everyone has seen the artwork before you go to print. This includes the direct mail service. They will check all postal regulations to save money and avoid costly mistakes in size, bar coding etc.
• If possible, use letter-size mail to save money on postage.
• Automate your mailing lists to take advantage of postal barcodes. This improves speed of delivery and allows you to take advantage of postal discounts.
• Make your sales message personalized and targeted to each individual as much as possible. This will greatly improve the response rate.
• Keep your mailing list updated to delete duplicates and bad addresses. This will reduce your postage costs and the number of returned mailing pieces.
• Print “Address Correction” endorsements on your envelopes to help maintain your mailing lists.
• Send a post card to your entire mailing list once a year via First Class postage. The U.S. Postal Service will inform you of undeliverable addresses free of charge. This is an economical way to help update your mailing lists.

Or you can use Radio and Television, Yellow Page Advertising, Trade Show advertising.