In the broadest sense, anything that promotes your business can be considered advertising. However, the term advertising refers to paid commercial messages. Here's some basics on the key media:

1. Newspapers. Inexpensive way to reach mass audience. They're flexible and time sensitive -- good for promoting a sale or special deal. Newspapers carry a lot of ads, so there's a risk that yours may get lost in the clutter and the shelf-life is pretty short.
   
   
2. Magazines. May catch attention better than a newspaper, however typically cost much more! Magazines are great for promoting company image and building credibility. Trade and business magazines are worthwhile for business-to-business advertising.
   
   
3. Radio. A relatively low-cost, high impact choice for local advertising. It's one of the best ways to reach a targeted market, however slightly more expensive than print ads. Since radio is never a primary event (usually doing something else while listening), repetition is key to success.
   
   
4. Television. TV ads are extremely high-impact, but it's expensive to buy spots and to produce the commercial. Cable channels are more affordable.
   
   
5. Yellow Pages. Advertising here is not cheap, however it delivers people that are ready to buy. It's a great choice for local businesses.
   

Before you advertise in any medium, make sure whatever you choose actually reaches that customer. Repetition is the golden rule of advertising. One-time ads rarely work. Research shows that consumers notice an ad after nine exposures. So be patient with your ad campaigns. And remember that advertising is only one part of a marketing plan. Make sure to promote your business through public relations, direct mail, special events, trade shows, brochures and other marketing materials.