There is a commercial on our cable television that supposedly shows why TV ads are better than radio ads. The commercial ends with a pictures of an old fashioned radio and the word ?mangia? which is Italian for eat.

It's entertaining and clever.

But does it really demonstrate why one advertising medium is better than another? I don't think so.

The problem here is that the two media are too different to compare using the same standards and objectives. It's not a fair comparison.

The more important question is, why pick just one medium? Rather than deciding to pick one media over another, it's often better to use several media to deliver your message.

Decide on your budget, your message and your target audience. Then buy several types of media so you get the maximum exposure for your budget.

Remember, the more ways a person is exposed to your message, the more credible you become. It's like word of mouth. If one person says you're great, I might believe it or I might not. If four people tell me you're great I will probably believe them.

When people hear your message from different sources, the various sources affirm each other. They give each other, and your message, credibility.

When you spend money to promote your business, make it work harder for you by using several media to improve the credibility and impact of your message.

Kevin Stirtz has developed a unique concept called ?Blow Up Your Business.? He speaks to groups of professionals and business owners who want to attract more customers and put more money in their pocket. Kevin can be reached at http://www.KevinStirtz.com or 952-212-4681.

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