There's an old adage that holds that at least 50 percent of all advertising is a waste of money. It's probably true — and if you can figure out which half of your ad budget is useless, you'll save a bundle. But until you achieve this wisdom (which has so far eluded most marketers), you'd be wise to continue advertising full tilt and not take a chance on eliminating something that just might work.
Here's approximately how the average U.S. ad dollar is spent:
|Direct Mail||18 percent|
|Other||20 percent-and it's these mini-media
you need to know about!
Here are the major types of advertising used by small businesses: