Once you’ve decided who your target audience is, you need to choose between all the media that is available. Since no two media markets are exactly the same, there is no cookie-cutter solution to apply in all cases. Though some may try to convince you otherwise, there are no absolutes. If someone tells you that yellow pages always gives the best ROI, or radio never works – beware! They are probably trying to sell you something.
Every medium has a job. Deciding when and how to use media is both an art and a science. Learn more about which media may be an option for your practice.