Advertising choose from the large variety of available means the medium which best delivers their message to potential customers in the most cost effective way. Companies often use television or the press (primary medium) but also other types of medium (secondary media).

More money is spent on press advertising than on any other media. It is the best means when companies need to give detailed informations about their products/services. Consumers can be targeted quite effectively because readers are accurately defined by what kind of press they buy (teenagers, women, people interested in sports, in computers, …). Technical and trade magazines are also published for professionals in specific field. The cost of press advertising depends on many factors, including: whether the press is national or local; the size of the ad, where on the page it appears.

The main purpose of press ads is obviously to atract the reader’s attention and raise curiosity. The illusration is the main element, because of its visual impact. It may be a photograph of the product, or it may show who is likely to use the product (a beautiful girl, for example). The slogan is the second important element in an ad. A catchy slogan may make a product known. Slogans have standards features. They usually

• point out the merits and popularity of the product;
• appeal to the readers’ self-interest by using the words "you" and "your";
• include words such as new, sensational, free, magic, different, happy, always, incredible;
• include adjectives like newest, best, most fashionable.

Sponsorship may take various form. The typical example is the sporting goods sector where sponsorship is often the primary medium, with companies investing enormous amounts of money in sponsoring individual athletes or entire sporting events. Sponsorship is used when the company chooses not to give information about the product. This is done through other secondary media (press ads).

Radio advertising has the advantage to introducing a product or service by using sound and creating a particular atmosphere. The main disadvantages of the radio advertising is that the consumers cannot visualize the product and may have problems in identifying it on a shelf at a point of sale.

Street advertising may be used to cement the message conveyed by primary media in national compaigns, or may be the primary medium itself at local level. The message needs to be short because people will see it for a short period of time only – when driving or walking by.

Television is often used to launch a new product or reinforce an existing product. It is an excellent means of appealing to the consumers’ self-image. Sophisticated visuals can be projected which make use of colour, sound and atmosphere and create images with which the consumer identifies. Besides, television projects the product or service directly into the home where the audience is comfortable, relaxed and receptive. One disadvantages of TV advertising is that it is difficult to target a specific market because television is a mass medium – and because viewers may change channels or go and get a snack during the commercial breaks.

In Europe TV’s history was conceived as public-service broadcasting, in which State-financed institutions provided programmes to educate and entertain the nation. Besides, in Aerica there isn’t a such tradition: its system of television has always been commercial.

Now, also Europe is going in this direction. Infact in the 1980s a wave of deregulation broke the old order also thanks to satellites and cable. In the 1980 the channels were 40 while today they are about 150.

However, television today is become a pervasive machine and many critict predict an over-dose of informations.

The most radical change in future television is the merging of telephone (and computer companies) with cable TV firms to become a single industry: TV sets will be transformed into a two-way interactive medium. So, viewers will have a greater choice because at news, for example, it will possible to read the headlines and then choose to get detailed informations about politics, sports, business, etc. It will be also possible: the video on demand, home shopping, communications service and interactive programmes.

Since publicity is the heart and soul of commerce, advertising media are countless, and growing

Direct mail is based on circular letters sent to prospective customers. Names are in "mailing lists" that contain: our age, education, lifestyle, etc. Mailing lists are drawn up by specialized companies.

Point-of-sale advertising is used to attract customers to products displayed in retail outlets.

Sales promotions can also take a variety of forms like special offers, free samples of the products, etc.