Advertising Media

There's an old adage that holds that at least 50 percent of all advertising is a waste of money. It's probably true and if you can figure out which half of your ad budget is useless, you'll save a bundle. But until you achieve this wisdom (which has so far eluded most marketers), you'd be wise to continue advertising full tilt and not take a chance on eliminating something that just might work.

Here's approximately how the average U.S. ad dollar is spent:
Newspapers 25 percent
Television 25 percent
Direct Mail 18 percent
Radio 6 percent
Magazines 5 percent
Billboards/Outdoor 1 percent
Other 20 percent-and it's these mini-media
you need to know about!
Total 100 percent

Here are the major types of advertising used by small businesses: