The information you gather will help determine which television or radio station(s), print vehicle, billboard, direct mail firm to choose. Knowing the right questions to ask, and being able to digest the information with regard to its effectiveness for you, will help create a targeted, well-executed and cost-efficient marketing strategy.

Most of the information you need is available from the radio and television stations, the print and billboard companies and other outlets you are considering for your advertising. Weight the information carefully, however, and realize that everyone asked will slant it to make them and their business a "must buy." In other words, the best, most reliable information is that which is reinforced by other research you've received.

With radio, for instance, every station can come up with a #1 rating somewhere. It may be at 3am in the morning, with persons of German descent 45-54 years old, but they can honestly say they are #1!

Also, for example, the #1 rated radio station in your market might not be the correct buy when it comes to delivering your target consumer. Audience demographics, gender, style of personalities; all are factors when determining the effectiveness and ROI. With print, a particular newspaper might tell you they have a circulation of 100,000+ readers, but when you delve into it further, you find out they only have a paid subscription of 10,000, with the other 90,000 as free pickups at convenience stores.

Friends, associates, customers and the like are other good resources for helpful information. Normal bias, likes and dislikes, however, will enter into their comments/suggestions and must be digested and filtered accordingly. Also, do not purchase advertising based on your likes or dislikes either. The radio station, television program or magazine chosen might not be one of your favorites, but if it delivers the reach you are looking for, the customers you are trying to attract, it is the right place for your advertising.