Marketing is essentially similar to a war situation. The weapons of

our warfare are marketing tactics. In order to wage a good war, we must understand how to use the aggressive and defensive tools available to us. We must be sure to pick the right resource for each competitive encounter.

After we successfully position ourselves in a market, we want to

secure our position and fortify it against any future competitive marketing attacks. If we are surrounded by competitive marketing advances, we must sometimes make a decision to withdraw our assets to another position which we are capable of securing and defending more profitably. The rules are determined by the laws of the land, ethics, respectable moral behavior, and last but not least the bottom line.

Some of the most popular methods of advertising include:

1) Direct Mail - any form of advertising that delivers a printed medium via a Post Office.

2) Newspaper - it allows you in a cost-effective manner, to reach large amounts of people. The best paper to advertise in is the one with the highest circulation.

3) Magazines - similar to Newspaper ads, except more expensive. Good for attracting the affluent.

4) Television - cost is fairly low unless advertising on Prime Time. Having the production done professionally can boost the true potential of airtime that you buy with a "normal" spot.

5) Radio - the hardest to work with since there are numerous stations in one city, most people listen to the radio while occupied, and there are no visuals.

6) Brochures - should be used mainly to motivate prospective customers to come visit or make an appointment. Don't oversell to customers who visit regularly.

7) Internet - A form of advertising that is rapidly increasing. Target to specific sites and don't over-market by using annoying banners.

8) Telemarketing - probably the most annoying method of advertising. Customers should not be left hanging or else the tactic will fail.