Don't put your money into TV advertising unless you have a mass appeal product or service, something that virtually every kind of person will have a need for. TV works well for cars, clothing, food, and things that need to be seen to be believed. Radio, on the other hand, is highly targeted to very specific audiences. Radio can reach a large number of carefully chosen prospects at cheap and efficient rates. But don't make the common mistake of trying to cram lots of detailed information into a radio spot.
Listeners are on the go.
They have no time for lots of details. Newspapers are especially good at reaching home owners and community and business leaders. A photo may be just what's needed to create a firm impression in the prospect's mind. Billboards must be very simple and communicate your message in a single glance. Notice how many companies put up billboards with several lines of detailed information on them.