External Advertising Mediums Advertising done outside the store that helps bridge the widening gap between the store and its customers. Serves to transmit the selling message to customers and prospects.

Categories of Advertising Media n Periodical n Direct n Sign n Broadcast

Periodical media n Published at fix, regular intervals. n Reaches large groups and small groups of people with special interests.

Direct Media n Permits retailer to distribute selling message directly to desired groups of people. n Examples: Direct mail, telephone, etc.

Sign Media n Transmits selling message through inscription that is printed, hand lettered, or painted on paper, cardboard, metal, plastic, or other material. Exposed publicly for all to view.

Broadcast n Transmits the spoken word rather than the printed word. Adds a very human and personal note to advertising.

Criteria for Selecting Advertising Mediums n Clientele sought n Type of store n Trading area n Location of store n Message to be sent n Means of communication available n Costs n Competition to be met