They are newspapers, television, radio, billboards, direct mail, and magazines. They key to using mega-media is to know exactly which members of the public each one is aimed at reaching. 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.