There are "mass mediums" in which to deliver an advertising message. TV, radio, email "spam" blasts, mass fax, etc. all have their place in some companies marketing mix. As a general rule, the more of a mass-use or commodity product (or service) you sell, the larger the mix of mass media advertising in your marketing plan.

A simple example: If your company offers TV repair in several locations around the city, TV advertising could make sense, as every consumer has one or more TV sets. This would be a wise use of advertising dollars. However, if your company offers repair of well pumps, mass media may not be an effective use, as only a small percentage of area consumers use well water and therefore, a well pump. In this case, opt for direct mail to the areas that are not served by city water. Send them a refrigerator magnet and suggest that they stick it on their well tank to remember who to call if their water won't flow. Then, follow-up with every 6 week with a quick postcard offering a discounted "check-up". Also use the postcards to offer them other services related to their water..softeners, reverse osmosis filters, water quality tests, supplies, etc.