advertising business definition

I operate a small service company and am trying to determine the most effective way to advertise. With limited funds available for advertising should I concentrate on the local newspaper, or should I purchase time on radio or television?

It's not so much with which medium you choose to advertise as the frequency of your message. Too many companies blow their budget with long, elaborate spots on television or radio or full pages in newspapers. It's better to have a campaign of smaller ads than to spend all of your money making a big splash that is forgotten quickly.

Tom Mesereau, Principal, Mesereau Public Relations, Parker, CO