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Advertising Media

April 13, 2006

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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 was spent in 2001-02:

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

• low- and no-cost advertising
• telephone directories and 800 numbers
• local print ads
• signs and displays
• higher-cost advertising alternatives
• electronic marketing
• direct mail and catalogs
• special advertising opportunities

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