Effective media can be anything that conveys your message. Media choices range from million dollar commercials in the Super Bowl to a few free pens with your name on them. Limit the media you use to what you can afford to use consistently. The key to effective marketing is consistency. You have to hit the audience with your message again, and again, and again.
Marketers use the Rule of Seven.
Prospects must see or hear your message seven times before they consider buying. Don't blow your entire marketing budget on a one-shot media blitz. Choose a less expensive type of media that you can afford to use week after week. That's how you get marketing success. Sell the main benefit of your product or service.