Pros: Direct mail is a precisely targeted medium, can be personalized, keeps marketing information away from your competitors, permits split run testing, and it takes very little creative investment.
Cons: Direct mail pieces require a long read time by the viewer, involve extensive mailing list management, typically require follow-up letters or calls to be effective, and [...]

Pros: Radio reaches a large audience, offers niche targeting, can provide personality to the ads, and offers negotiable pricing.
Cons: Radio ads work best when several stations are covered, repetition is a must, and it relies on the memory of the listener to complete call-to-action.

Pros: Television ads reach out to a large audience, capable of involving more senses (sign and sound), and they are excellent for branding and imaging.
Cons: Television ads involve a vary large creative and production cost, lead time for ideal spots can be rather long, and time constraints can be limiting.

Pros: Yellow Pages appeal to “ready-to-buy” consumers, are relatively inexpensive, offer a long shelf-life, and provide easy results tracking.
Cons: Yellow Pages have very long lead times, ads are always positioned directly next to the competition, and creatively in ads is limited.

Pros: Magazines offer specific demographic targeting, longer lasting shelf-life, greater reader involvement, and high quality reproduction and color.
Cons: Magazines have a longer lead time, higher costs when compared to newspapers, smaller audiences, and require more catchy and creative ad design (higher cost).

Pros: Newspapers target a large audience, make geographic targeting possible, provide split-run testing ability, and offer immediate exposure.
Cons: Newspapers are cluttered and print with poor quality reproduction, most ads focus on sales and promotions (rather than branding), and they have a very short shelf-life.

When you develop an advertising campaign, a careful consideration of the available media outlets must be part of your plan. Every media outlet comes with its own individual pros and cons. A great media outlet for one company may not necessarily be a good option for another – even in the same industry. Even a [...]

Serious budgets tend to be involved when looking to create the kind of widespread brand awareness and buzz required to heighten consumer interest and lead to mass conversions from searches, and when big money is involved, mistakes can be very damaging.
There are hundreds, if not thousands, of tips and strategies to improve your AdWords [...]