The term media means different forms of communication.

Radio is another type of advertising and the advantages of it would be that it would be cheaper than television and it could be used to reach certain listeners but the disadvantages would be that it would be sound only and it would reach smaller audiences.

Leaflets are cheap to produce and distribute but on the other hand they are also easy to ignore.

Local newspapers advertise to the local area which is good for the business so that it reaches the targeted audience. Also most people would buy the local paper every day which means most of the local residents would see your advert. The disadvantages of a local newspaper would be to decide which paper to advertise in but this wouldn’t be the case if there was only one paper. Also the expense would depend on how much you would want to spend to advertise whether it is on the front page or an advert in the centre of the newspaper.

After evaluating each of the above forms of media, I have concluded that a local newspaper would be the best type of media to advertise my shop as it would reach all the local residents in the area and also even if I decide to put a cheaper advert in the back of the paper or in the centre then it would still be seen by the reader.

Other alternatives that would be suitable to advertise my business would be leaflets because although people may see them as junk mail, some people may look at them and think that a visit to the shop could be worthwhile. And also the most obvious reason for choosing this as an alternative would be that they are easy and they are cheap to produce and distribute.

Another alternative would be billboards because they have a high visual impact for a long time and they would also be seen by a lot of people.