Normal 0 false false false EN-GB X-NONE X-NONE MicrosoftInternetExplorer4 Choosing the correct media to carry your message could well be the most important advertising decision you make. It is estimated that from 70 to 90 percent of the advertising budget for any small business is spent in the media – the space or time that carries your business message. Many entrepreneurs painstakingly write copy and design ads, then make a decision on the placement of these ads on the spur of the moment, based on instinct rather than logic, intuition rather than cold, hard data. A salesman trying to sell hospital equipment doesn’t waste his time visiting the purchasing agents at Procter and Gamble. Since your ads are your sales force, you must make sure that they don’t waste your time or advertising budget by being in the wrong place. This paper discussed the media and the selection of the media that will be most effective in producing results for your business. /* Style Definitions */ table.MsoNormalTable {mso-style-name:"Table Normal"; mso-tstyle-rowband-size:0; mso-tstyle-colband-size:0; mso-style-noshow:yes; mso-style-priority:99; mso-style-qformat:yes; mso-style-parent:""; mso-padding-alt:0cm 5.4pt 0cm 5.4pt; mso-para-margin:0cm; mso-para-margin-bottom:.0001pt; mso-pagination:widow-orphan; font-size:11.0pt; font-family:"Calibri","sans-serif"; mso-ascii-font-family:Calibri; mso-ascii-theme-font:minor-latin; mso-fareast-font-family:"Times New Roman"; mso-fareast-theme-font:minor-fareast; mso-hansi-font-family:Calibri; mso-hansi-theme-font:minor-latin; mso-bidi-font-family:"Times New Roman"; mso-bidi-theme-font:minor-bidi;}