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Advertising may be the most visible factor in all of your marketing. It can also be the most creative and fun part of marketing communications. Here are some avenues to consider in planning your advertising programme.

1. Brochures and flyers - these can be a useful tool if designed well. Their effectiveness can be evaluated by having some call to action on the flyer, such as a competition or coupon that can be redeemed.
2. Direct mail - personalized mail (or email) sent directly to your customers from you can be very effective. The reason being, they've previously purchased from you so you have some idea of the product categories they're interested in. This enables you to tailor your correspondence to suit their needs.
3. Local neighbourhood newspapers - these are often forgotten when planning your advertising campaign but can be a cost effective way of raising your profile.
4. Magazines - magazine ads can be pretty expensive and out of reach of many small businesses. However, if you do decide to spend your marketing dollars on magazine ads then try to maximize the exposure through negotiating accompanying editorial or competition sponsorship.
5. Newsletters - successful newsletters and e-zines help to establish your credibility and form a relationship with your customer. The end result is hopefully an increase in sales. To ensure your newsletter is read rather than trashed it needs to contain succinct, original and targeted content.
6. Newspapers - advertising in major newspapers can be expensive. To ensure your ad is read by the people most likely to act on it try to focus your advertising in sections of the newspaper where people interested in your product are likely to read. This might be a supplement such as a health and beauty supplement or travel supplement. A list of planned supplements can be requested from the newspaper with their advertising rates.
7. The Internet - although many online discussion and chat groups prohibit blatant advertising, you can use these groups to build your credibility and indirectly raise your business's profile. Internet advertising in general can be a powerful way of driving people to your website.
8. Radio announcements - the same tactic should be applied to radio as with newspapers and magazines. Try to maximize your advertising dollars by combining it with publicity, sponsorships and competitions.
9. Television ads - whilst they are more expensive than most other forms of advertising, television ads can help to make your company a household name very quickly.
10. Yellow pages - both online and printed, the Yellow Pages is often the first port-of-call for many shoppers.

Candice Edye runs The Marketing Coach. offering coaching to small and medium businesses.