All advertising mediums have characteristics that offer advantages or disadvantages that contribute to effective and efficient direct marketing communications with the prospective buyer (consumer or business). 

Use this Direct Response Advertising Media Selection Tool to select the appropriate media for your direct marketing campaign based on the advantages and disadvantages of the various media types.  Each of the media types offers particular advantages and disadvantages based on whether you're launching a business-to-consumer (B2C) or business-to-business (B2B) campaign and who the target audience is of the campaign.  You should also consider your offer when selecting the medium. This selection tool covers all forms of advertising media.  Depending on your target market, your message and offer, certain types of media may be better suited to your direct marketing program and overall media mix, and offer a better chance of success. 

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