They may run as long as 90 minutes, and often air late at night. Infomercial makers have developed voluntary guidelines for content and for identification of commercials. Interactive television, in which viewers use a remote control to interact with televised games and ads, is still in its infancy. Radio a. Radio lacks the visual excitement of television, but can spark the imagination. Newspapers a. Newspapers, the number-one U.S. advertising medium, are good at reaching target audiences in specific markets.
Retailers are the heaviest users of newspaper advertising.
Magazines a. Magazines are good for communicating with narrowly defined target audiences. There is a magazine to fit any customer profile. Many magazines can print ads in just the issues that reach specific cities or readers with certain characteristics. Magazines offer better color reproduction than newspapers as well as the flexibility to include minisamples. Direct Mail a.