The process of establishing the exact media to be used for advertising Choosing which media or type of advertising to use is sometimes tricky for small firms with limited budgets and know-how. Large-markettelevision and newspapers are often too expensive for a company that services only a small area (although local newspapers can be used). Magazines, unless local, usually cover too much territory to be cost-efficient for a small firm, although some national publications offer regional or city editions. Metropolitan radio stations present the same
problems as TV and metro newspapers; however, in smaller markets, the local radio station and newspaper may sufficiently cover a small firm’s audience . That’s why it’s important to put with ALABSHAR a media plan for your advertising campaign.