Advertising

3. Non-print Media

3.1 Transport and poster ads (eg on buses, bus stops, trains, stations and roadside hoardings) can be the right choice for advertising to shoppers and commuters.

• The advantages are impact, 24-hour exposure and, often, low site costs.
• The disadvantages are slow results and the cost of producing good colour posters.

3.2 Local radio and cinema advertising may be useful for small businesses selling to the public in a particular locality. With cable, even local TV may be affordable.

• The advantage of local radio is that you can target different listeners at different times of day, at fairly low advertising rates.
• The disadvantages are that a radio ad needs to be professionally produced and needs many repeats to make an impact.
• Cinema ads, although often badly done, can still be very effective for retailers and restaurants.

3.3 Direct mail and door-to-door leaflet drops can be economical, cost-effective and under your control. (See Direct mail.)

3.4 The Internet has also opened up new possibilities for even the smallest start-ups.

• You can advertise and sell via your own website.
• For suitable products, buying banner advertising space on other companies' web pages can be highly effective.