企業開展廣告活動可以利用各種不同的媒介，比如報紙、雜誌、廣播、電視、直郵廣告、電話銷售、戶外和交通廣告、因特網等，以實現其目標。不同的媒介各有不同的特點，比如，報紙是企業用來宣傳其業務的傳統媒介之一， 不論是大型公司還是小型公司都不例外。報紙可以讓企業在特定的地理區域內得到廣泛宣傳。但是報紙上刊登了許多廣告，其中就包括競爭對手的廣告， 公司的廣告必須同眾多的廣告商競爭，脫穎而出。因此， 選擇合適的廣告媒介這工作就變得至關重要了， 在廣告預算緊張的情況下， 可以節省廣告成本， 將其影響最大化。這對於小型企業尤為重要，因為對於它們來說，每一元錢都是珍貴的。它們不會為了做廣告而做廣告，相反，它們想從投資中獲得最大的收益。也就是說， 他們的廣告活動應該增加銷售量，提高利潤率。

Numerous different media are plausibly applied to the advertising promotion of a firm such as newspapers, magazines, radios, televisions, direct mails, telemarketing, outdoor and transportation advertising and Internet to make its marketing goals reachable.  Different kinds of advertising media are actually featured with different trails.  For example, newspapers mean one of the traditional media to promote business without any exception to whatever small or large business organizations.  Newspapers can make advertising firms with the promoting effect widely exerted in a specific geographical zone.  However, newspapers are always listed with numerous advertising commercials, no doubt, also including your competitors'.  It is naturally required for your advertisement to win over your competitors'.  Therefore, choosing a right advertising medium becomes a critical issue.  Embarrassed by tight advertising budget, you can save advertising cost yet maximize its impact.  It is crucially important for small business organizations because every cent in your pocket really counts.  They will never advertise to chase after a mania blindly.  Instead, they can bring in the maximum proficient through investment.  In other words, their advertising activities should increase sales and improve profitability.